advertising copywriting

[Story Sells] “Ice-Breakers” in Ads: How To Gradually Introduce a Radical Idea

J.R.R. Tolkien had a big problem. He loved the ancient, epic tales. He began writing his own (see The Silmarillion). But he quickly discovered that these ancient worlds of honor and vengeance, with black and white heroes with little characterization, were almost totally inaccessible to a modern audience. All that oath-swearing. And listing of lineage. […]

[Story Sells] “Ice-Breakers” in Ads: How To Gradually Introduce a Radical Idea Read More »

[Story Sells] How to Answer Customer Objections with the “Death Star” Solution

As I write this, San Diego’s Comic Con just wrapped up. Fans were served tasty selections of their favorite fictional universes. Predictably, some offerings unleashed a flurry of geek-citement. But others ignited a firestorm of critiques. Cause few folks are as argumentative as fanboys. As a market, they’re sophisticated and very vocal. That’s why storytellers

[Story Sells] How to Answer Customer Objections with the “Death Star” Solution Read More »

The 5 C’s of Indoctrination: Essential Website Elements To Welcome Cold Prospects And Convert The Curious

If you only sell to people who know the value of your product or service you’ll quickly run out of new customers, doomed to forever be a small fish flopping around in a shallow pool of revenue. To expand your market and increase sales you must indoctrinate new prospects. The Merriam-Webster dictionary definition of indoctrination

The 5 C’s of Indoctrination: Essential Website Elements To Welcome Cold Prospects And Convert The Curious Read More »

[Story Sells] How to win the war against wandering attention with the “John Ford Maneuver”

You know when you’re sitting in a movie theater and hear all the noise before the film begins? The flash of phone screens, the chatter, the rustling in seats, the unwrapping of a big box of Red Vines licorice? But then when the movie begins with a strong scene – like the “rolling boulder” sequence

[Story Sells] How to win the war against wandering attention with the “John Ford Maneuver” Read More »

How to tell your story like Tolkien (and stop losing prospects to your competitors)

If you had to tell me your story right this second, would you be able to do it … or would you choke? You’d think it’s easy explaining who you are and why people should care. But if this were true, nobody would need copywriters. Bad storytelling means we risk confusing or boring people …

How to tell your story like Tolkien (and stop losing prospects to your competitors) Read More »

[Story Sells] The Harry Potter trick to easier storytelling

Got a “productivity hack” for you today. Especially for all you procrastinators out there, as you sit down in consternation at your vintage Corona-Smith typewriter. (If you’re a hipster or an oldster, that is.) If you don’t know how to start your story, use a trick from Harry Potter-author J.K. Rowling. To explain: You remember

[Story Sells] The Harry Potter trick to easier storytelling Read More »

Conterintuitive Copy – Why this company reveals how to make their product on your own

There I am innocently perusing Facebook and then…  woah! Good copy alert. Yes, I’m a nerd, buuuuuut… Check it: So I did what completely normal people do (right?)… and broke this down quick by asking 4 questions: What are they saying? Who are they speaking to? What is the voice? Does it work? 1. Why are

Conterintuitive Copy – Why this company reveals how to make their product on your own Read More »

How to sell beyond emotion and logic (Melanie Saladino’s safety and excitement scale)

During World War I, the British Army believed high morale was the key to victory. And what builds morale better than love notes and care packages from home? So they developed an efficient way to deliver 12 million heart-wrenching letters to active-duty soldiers… every week. Here’s an excerpt from a real letter sent home during

How to sell beyond emotion and logic (Melanie Saladino’s safety and excitement scale) Read More »

THE AMAZING 60-SECOND SALES HOOK THAT CREATES
AN INSTANT BOND WITH YOUR BEST PROSPECTS

PLUS: Get fill-in-the-blank templates that instantly establish “Know, Like, and Trust”

THE AMAZING 60-SECOND SALES HOOK THAT CREATES
AN INSTANT BOND WITH YOUR BEST PROSPECTS
PLUS: Get fill-in-the-blank templates that instantly establish “Know, Like, and Trust”
THE AMAZING 60-SECOND SALES HOOK THAT CREATES
AN INSTANT BOND WITH YOUR BEST PROSPECTS
PLUS: Get fill-in-the-blank templates that instantly establish “Know, Like, and Trust”
 
100% Secure. We Never Share Your Email

100% Secure. We Never Share Your Email

100% Secure. We Never Share Your Email