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The fate of your entire sales letter, web page, email, advertorial, or blog article… It all rests on the headline. Ok, a little dramatic, and not entirely true, but your headline will be the first thing the reader sees. It damn well better grab them by the eyeballs and yank them down the page. Now,…

You know what gets the people going? Drama. Strong opinions. Firm stances on issues. Lots of emotions backed by a little bit of logic. This is a vital truth to know when writing copy that truly serves as an asset to your business. You see, your copy should be outrageous (within ethical, legal, professional, and…

Gene Schwartz once said, “Your headline has only one job — to stop your prospect and compel him to read the second sentence…“ And yet, plenty of businesses write headlines that fail this primary objective. You can probably guess why from my headline, but read below for the full explanation. Clarity > Cleverness (and Vague…

Writing good emails is simple enough. Write like you talk, tell a story, shift a belief, call the reader to action. That’s how most standard broadcast emails look. And frankly, a lot of automations, too. But there’s so much more you can do to your email to add some variety. Variety that actually helps, too…

I don’t just do case studies — I also do plenty of email copywriting. It’s a great marketing channel because doing it is easy (when you’re good), you can test email copy instantly, and it offers amazing ROI. Oh, and it’s fun to write about stuff in your life and business and make some moolah…

All case studies follow the same general structure: Client background, problem, solution, results, etc. And through this structure, your reader can see a real-life example of what you could do for them. If you’re a service provider, though, there’s another element you’ve got to weave throughout your case studies. The latter half, at least. And…

When I started as a copywriter, charging anything felt like I was ripping people off. I had no experience and a few samples I had dashed off in a day. How could I ask for copywriting fees at that level? Hell, how could I take money at all? I’m just writing, right? Of course, copywriting…

Dream clients. Dream customers. Dream prospects. Whatever you call them, they’re a joy to work with. If only you could have a million of those people… But sometimes, finding them is like looking for a needle in a haystack. You’ve got to sort through prospects below your budget, that don’t respect your processes, burn through…