I expected a bloodbath. Swift and brutal retribution. But so far? Nothing. It beggars belief. You remember last time, right? I mentioned this veteran copywriter who went off script, claiming short copy will get you more biz than the long stuff. (Hogwash and sacrilege!) Well I thought by now, we copy bods would have exacted […]
When the short copy actually won Read More »
Every tribe…community….collective…has its sacred law. An unbreakable code of conduct – or an oath, sworn by every member. For magicians, it’s “Never share your secrets”. In business networks, “Refer other members”. For hairy bikers, “Don’t steal another dude’s gal while he’s getting a buttock tattoo”. (Probably) And for copywriters? The eternal truth: “The more you
The Unbreakable Law of Long Copy Read More »
Chimpanzees can talk, you know. Well, up to a point. Back in the 70s, researchers taught a chimp called Nim to communicate. Giving him a row of buttons, labelled with signs representing all his favourite things. He learned hundreds of signs. Pushing the buttons whenever he wanted something. Okay, he was never going to win
One of these primates can string a sentence together. Can you guess which one? Read More »
I hate people using my name. Hate it with a passion. Or rather…I hate people overusing it. (Do you know what I mean? Or is it just me? Am I crazy?) Maybe it harks back to childhood? Because back then, when you heard your name on the lips of an adult, you knew trouble was a-comin’. A
My name grabs my attention…but don’t abuse the privilege! Read More »
Copywriters will never agree on the eternal question, “what’s the best headline ever written?” – but most would agree, there are some big contenders in this list. Compiled in 1958 by copy legend Victor Schwab, it features all the classics from the early days of direct response…battle-scarred lines that made it through the Great Depression…and
100 of The Best Headlines Ever Written Read More »
A question from Darryl this week, for Q&A Tuesday: “Hi James – can you still build an email list by giving away free reports?” Yes, you can. Because the “value-first” principle is alive and well. But it ain’t what it used to be. So in this vid, we’ll look at three ways to sex up
Yes, free reports still work. Kinda… Read More »
Here’s a tricky question from Sandra, for a sunny Q&A Tuesday: “Hi James – how do you know when your copy is good to go, so you can stop editing and get it out the soddin’ door?” Hmm. Sandra might be asking the wrong guy. OCD types like me edit way more than we should!
Can You Break The Perfectionist Curse? Read More »
It’s Q&A Tuesday again – and here’s a question from Darren: “James, I run a collections agency – we help our clients to get paid. I want to send regular emails, but in my industry there’s not much to talk about. Any advice?” This is a common mistake: thinking you’ve got a small set
Your own private supply of infinite email ideas Read More »
Happy Q&A Tuesday – Jo’s got a question today: “Hi James – can a big, bold offer hurt your business in the long run, for the sake of getting a quick sale today?” Hell, yeah. We’ve all seen it happen. The trick is, you’ve got to “attack and defend” all at once. And this quickie
Striking The Offer Balance Read More »
It’s Q&A Tuesday, so here’s a hot ‘n’ frothy question from Deborah: “Hi James – now and then, I have days when I can’t get my brain into gear. Any advice?” Yup. We all get days like this. I call them Blancmange Days, because… Well, watch the video and you’ll see. In 5 minutes,
How to Cope with Blancmange Day Blues Read More »