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Find Out Your Copywriting Philosophy

What’s your copywriting philosophy?  If you don’t know, then your competitors who do know are almost certainly at your heels. I’m a nerd basically. One of my master’s degrees is in philosophy, and I had a full scholarship to a PhD program in...

How to Dope Up Your Reader. Legally.

The brain hates uncertainty. The brain craves certainty. That thesis is at the heart of David DiSalvo’s book What Makes Your Brain Happy and Why You Should Do the Opposite, in which he makes the case that the brain is a predictive mechanism that tries to avoid...

How to Rock Facebook Ads

Average advertising results on Facebook are abysmal. And I’m struggling to understand why.  The average click through rate (CTR) is 0.90%, according to WordStream. And the average cost per click (CPC) is $1.72. The average cost per action (CPA) is...

4 Steps to Absolute Mental Clarity

These are confusing times. With the plethora of information, tasks, tools, and techniques before us, we live in an age of pathological complexity.  The brain isn’t designed to process so many things at once. In fact, research from Stanford University, the...

The Right Way to Ask Questions in Your Copy

Are you asking the right kinds of questions in your copy? The kinds that glue your prospects’ attention to your message … and pump them full of endorphins and excited energy (as opposed to putting them to sleep)? Let’s find out, real quick…...

How to Sell with Magic

In his book Human Universals, anthropologist Donald Brown detailed hundreds of behaviors he found universal to all humans–in all cultures and societies.  For example… music mythology cooperation dream interpretation rituals fear of death thumb sucking And...

Warning: Use This Copy Tactic with Caution

How can your copy get people to change their mind, so they’ll reconsider that offer of yours that will help improve their lives? Boxing legend Floyd “Money” Mayweather recently changed his mind–coming out of retirement after a two-year hiatus...

Some Straight Talk About Direct Response Copy

Today, I’m going to reveal one of the biggest secrets of direct response copy. But first let me tell you how I discovered this secret… I’ve copied a lot of sales letters and landing pages by hand, for the sake of practice (an old copywriter’s...

Elite Marketers Love This “Trick”

I know a marketer who uses Facebook ads linking to an appointment scheduler, and guess what? The schedule is always pre-booked.  Why would he do such a dishonest and seemingly ineffective thing, you ask? Because of the principle of scarcity. Look, he gets the email...

Is Your Copy Making People Dumber?

I’m going to make this a quick one today, as my cat Lilly is literally clawing for attention and crawling on my keyboard. zzzzzzzzzzzz Is your copy making people dumber? That’s right–your copy might actually be killing your prospect’s brain...

The Science of Why People Buy

One of the most essential texts for anyone who needs to convince others for a living is David Hoffeld’s book The Science of Selling. If you haven’t read it, here’s a quick summary: The selling process should mirror the way our brains actually buy....

Try Using This Word in Your Copy

I just watched a video in which a neuroscientist, Anil Seth, claims that consciousness is largely an illusion. I don’t know the extent to which this outrageous claim is true, and I’ll spare you the specifics … but I do know that our mind, to some...