Smack dab in the middle of the most anxious moments (Presidential election coverage) of the most anxious year (uh, this one) on record… where EVERYWHERE you look, EVERYONE is talking a mile a [...]

  What makes the difference between a piece of copywriting that stirs a deeply positive emotional reaction in the reader… and one that has them trashing it immediately. Or worse… [...]

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 [...]

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, [...]

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 [...]

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. [...]

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

Before I became a copywriter, I spent 29 years working with brands. The power of those brands allowed me to create multi-million dollar businesses around the globe. That’s a nice piece of change. [...]

  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 loved watching SNL as a kid. My favorite player? Dana Carvey. You might remember some of his best characters … The very special Church Lady. The dependable Garth. And, of course, 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 [...]

I’m watching The Crown on Netflix. The show follows the beginning of Queen Elizabeth II’s reign in the 1950s. If you’re into period dramas and stuffy British manners, it might be your kind of [...]

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 [...]

Sell on emotion, justify with logic? Yes, but … Stories teach us that emotions have a logic of their own. We may be irrational, unknowable creatures … But at least in stories, emotions must [...]

I remember when I first deadlifted a barbell. Before that moment, I hesitated to pick up the 12.5lb dumbbells at bootcamp classes. So when I heard the barbell is 20kg (44.4 pounds) without plates [...]

So the other day I was reading a book to my 4-year-old and I realized something strange: I want to know how this story ends. The storyteller had sunk his hook into me. So when it came time to [...]

Recently a writer wanted her copy critiqued for an email lead generation campaign. It was for a watch targeted to bodybuilders. The writing style was “upbeat and cheerful.” Hey, wait a minute. [...]

The latest Marvel blockbuster ‘Dr. Strange’ makes you believe in magic. To the tune of $653 million and counting. And one of the secrets of the believability is a little storytelling magic trick [...]

As an entrepreneur in the self-improvement world, you’re pouring a ton of blood, sweat and tears into your business on a daily basis… You’re creating life-changing products and [...]

Do you like Green Eggs and Ham? Most people do – the book by Dr. Seuss, that is. It’s the highest-selling Seuss book of all time, edging out The Cat in The Hat and other favorites. It’s sold 17.5 [...]

You already know case studies inspire hope, prove you’re credible, and give your reader that “If they can do it, so can I!” feeling that makes them take action. But done right, they can do [...]

It’s easy to bore your reader when you shift into science mode. Yeah, you often need some technical explanation to prove why your product works. But, it’s easy to get lost in the weeds of jargon [...]

My buddy John, a veteran cop, got kicked out of his house recently. He’s a tough guy, but I’ve never seen him so down in the mouth. Things don’t look good. His old lady just accepted a job on the [...]

In this short article, I am going to show you how to use a few basic principles from the opening scene of The Lion King, “The Circle Of Life”, to create a VSL that influences and converts your [...]

I’m slowly introducing my daughter to the Disney movies of my youth. But it’s tough to get my hands on them all because of the dratted Disney Vault. You may know that Disney only sells their best [...]

My nephew recently asked me how The Flash got his super-speed powers. My answer: “Barry Allen was struck by lightning while standing in front of a shelf of chemicals. The combination of the [...]

“Story sells…” “Your customers connect with stories, not features and benefits…” “Thou shalt not bore thy customers…” If you study sales copy, you’ve no doubt heard [...]

Walt Disney failed for years. Until he overcome a fatal weakness. First, he tried desperately to draw comic strips for newspapers. Rejected. Then he attempted to bluff his way into a job on a [...]

Have you ever noticed that the companies we love the most are usually rooted in rebellion? For instance… Apple started in the garage after Jobs and Wozniak left college, fed up by the slow pace [...]