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 [...]

There’s one story principle that’s tough to execute, but very valuable if you do it right. This principle gives a story added depth. What does that mean? Simply, the tale penetrates deeper into [...]

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, [...]

In Blake Snyder’s useful screenwriting how-to book, Save The Cat, he talks about two scenes you must have in your movie. An opening image. And a closing image. And one more thing: They should be [...]

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 [...]

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 [...]

I used to work at a movie theater in high school. One of my best jobs ever. I could watch any movie for free, and eat all the popcorn and drink all the soda I wanted. But some days were bad. When [...]

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 [...]

June 2017 marks 50 years since David Bowie released his first album. The title of this landmark record? Somewhat unimaginatively, it was called: David Bowie. Ironic, because nothing else in [...]

  Can you establish credibility while lying your ass off? Yep. Novelists and other storytellers do it all the time. And when you tell true stories as a marketer, you can copy their technique [...]

Add strong proof elements to your marketing materials and watch your sales soar. The young lawyer wrapped up his closing argument. He felt confident in his performance over the course of the [...]

  I’ve been watching this for a while and wondering if others have noticed it too. The modern-day consumer is more aware and conscious than ever before. For us as marketers, copywriters and [...]

How do you measure whether your voice is a success? Here’s a quick test. Try reading this out loud: It’s impossible not to read it in Liam Neeson’s voice. If you’ve nailed voice, that’s exactly [...]

You will lose sales unless you hook your customer’s attention with the very first sentence. But what do you say? Well, to figure that out, let’s look at what not to do. And then just do the [...]

It’s one of the most notorious openings to any novel… Shocking, gruesome… …and so very, very vivid. From Stephen King’s epic 1986 tale, IT: “A small boy in a yellow slicker and red galoshes [...]