Imagine yourself in this scenario… You’ve tried to make a life change: grow your business, boost your career, lose weight, quite smoking, increase your income, improve your relationships. Sometimes you’ve had limited success, and sometimes none at all. Oh, you can make a temporary change, but it never seems to last. Until… You read that […]
Writing
Avoid The Obnoxious Bully Copywriter
If you’re a copywriter, please take note: the “obnoxious bully copywriter persona” is overdone, possibly destructive and certainly no longer unique positioning. You probably know what I’m talking about: the kind of copywriter who positions himself as a “badass” and a “rockstar”. Usually this persona comes with a large dose of attitude. Often the persona […]
The Toyota Effect: Wash Your Own Brain
Why do you believe what you believe? How often do you stop to consider that question? For decades, a majority of American car buyers thought Toyota made the highest quality and safest cars for the money. What do you suppose the majority of American car buyers think about Toyota cars right about now? Key question: […]
How To Read Minds
Most copywriters and marketers would agree that if you could read your prospect’s mind, you could be a lot more successful writing copy for – and selling stuff to – those prospects. Because you’d know their world. You’d understand their pain. You’d know their deepest fears, and you’d understand their highest aspirations. So how do […]
When To Question Someone Else’s Motives
My answer: never. Here’s why… Disputes of almost any kind always seem to devolve when one party questions the motives of another party. The funny thing is, it’s virtually impossible to know for certain someone else’s motive for any given action or statement. “Thought experiment” to see if I’m right: the next time you think […]