Nothing motivates action like a time limit. It’s why sales and coupons don’t last forever. Deadlines seem to be hard-wired into our brains. It goes back to caveman days: “We get home before sun [...]

  We live in the “golden age of television”, we are told. First premium cable, and now streaming, unshackled us from the constraints of storytelling dominated by commercial breaks. Now we [...]

Now Christmas is a distant memory, how sad does winter look without the pretty lights and decoration?  At the height of the holidays, you barely notice the inclement weather. Now, without the [...]

  Over the holidays, I was watching one particular Santa-based movie with my family which delivered a powerful lesson about story and reveals what we need to make the sale. So before [...]

You know the game is on when B.A. grabs the welding torch. I’m talking about the scene late in an A-TEAM episode when the gang needs to build something superfast to save the day. Usually involves [...]

Han Solo. Gilderoy Lockhart. Benjamin Grimm. These names of fictional characters are easy to remember. Why? For one thing, they are all examples of “sympathetic naming”. That’s where you name a [...]

We live in the age of Branded Characters. Leave no lunchbox unclaimed by a caped crusader or a spiffy cartoon. Thank goodness. Who wants a boring blue box when you can have a universe of [...]

There’s a simple story technique you can use to quickly build credibility and desire for your product. The best novelists and filmmakers use it, as so do the best ad-slingers. In fact, Eugene [...]

As freelance copywriters, we’re at this weird intersection between ‘creatives’ and ‘craftspeople’… Because our working practices need to draw from both areas. Creatively, copywriters must [...]

When I feel stressed out at the end of the day, and I need to relax, I’ve got something better than single malt scotch. I tune in to an artist with a big ‘fro named Bob Ross, and step in his [...]