advertising & headlines
In the early days of entrepreneurship, I became familiar with a concept called “Operation Moneysuck.” I believe I learned this from either John Carlton or Gary Halbert – two brilliant copywriters. And while yes, it made sense, I approached it the wrong way. I took this to mean was that I should focus on whatever I […]
What makes bland writing stand out from soulless writing? It’s the ability to go out on a limb, and speak from your heart. For instance, I am writing a core story for an incredibly successful entrepreneur who is looking to go into the coaching space. He’s a smart guy. And his accomplishments are huge. Now that’s […]
If you want to create regular, endless content… It’s all about the setup. You see, if you wake up one morning and think “I want to create some content today”… You may sit there thinking… “What the heck am I going to write about?” But if you instead take the time to brainstorm your clients: FearsPains Desires BeliefsProblems Objectionsetc. […]
Whenever you are trying to get a point across, consider doing it via metaphor. For instance, if I was an SEO guy I could say… It’s no good being on page 1 of Google, you won’t get much traffic. Or instead, I could do what Dharmesh Shah from Hubspot once stated… “The best place to hide a […]
A couple of years ago, I bought a computer from a big box chain. It’s had a few glitches, so I took it to get serviced last weekend… as a part of a plan I had purchased. Anyway, while I was there I needed a couple of sets of earphones for my iPhone (I have […]
There are unseen marketing angles in almost any industry, if we’re willing to think deeply enough and think outside the box. For instance, over Xmas we got our windows cleaned. They looked great. But… In late January, we got spiders in the house, and called in a pest control company. The pest control company sprayed […]
I used to think marketing was powerful, but with what I’ve seen in recent years I now have a new saying: Propaganda eats marketing for breakfast So what is propaganda? According to the dictionary definition, it means: “information, ideas, opinions, or images that give one part of an argument, which are broadcast, published, etc. in order to […]
Something that would make their jaw drop, which you’d like to warn them about? Then “the shock ahead” headline is the perfect hook… For instance, imagine you sell air-conditioners. You’ve done your research and can see this is going to be one of the hottest summers on record. A headline along the lines of: “The […]
Sometimes your potential client has tried to do all the right things but still failed to achieve their objectives. And they’re literally fed up. They’ve had enough. So when you enter this conversation, by calling it out, youcan instantly resonate with them. For instance, imagine you’re a fitness expert like Zac Mason Your headline could read: […]
There is a time and place to compare yourself to the competition and it will quickly set a superior product or service apart. Here’s the thing: our mind doesn’t think technically, it thinks in images. It also thinks in terms of what it’s familiar with, so if you want to explain that something is 57,600 […]
I felt the pain instantly. Even though I’d dove into the rock pool dozens of times before, when I pushed my feet down… I ended up with a “rock splinter” in my big toe. It hurt. And if I had seen an ad on the way home which read: “If you have a rock splinter, […]
While they love the promise, they could get blinded by scepticism. One of the best ways is to address the issue head-on, via the “what if” technique… It works a treat when you want to introduce something which nobody believes is possible. For example… “What if there was a Cure for Alzheimer’s, and No One […]
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