Advertising

What is “Copy” and How to Write It Gooder. Goodest. Most Gooder.

Rene Daumal

“It is still not enough for language to have clarity and content… it must also have a goal and an imperative. Otherwise from language we descend to chatter, from chatter to babble and from babble to confusion.” – Rene Daumal, Born Mar. 16, 1908. This is especially true for us. Persuaders, I mean. If there …

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The Profitable Cliffhanger – How to Serialize Your Selling

Mickey Spillane

“Nobody reads a mystery to get to the middle. They read it to get to the end. If it’s a letdown, they won’t buy anymore. The first page sells that book. The last page sells your next book.” – Mickey Spillane, Born Mar. 9, 1918. Spillane never wrote “literature” like the kind professors value. Unless …

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Ads That Seem Like Ads Are Not Good Ads. Learn To Sell With Persuasive “Content” That Prospects Love

John C. Malone

“The public doesn’t particularly care for advertisements.” – John C. Malone, Born Mar. 7, 1941. They don’t. It’s true. Unless it’s the Super Bowl, normal people don’t really want to be subjected to ads. For some marketers, they try to solve this problem by having a certain ratio of content to ads. 22 minutes of …

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How To Make Buyers Happy to Purchase Things They May Never Ever Use

Anthony Burgess

“The possession of a book becomes a substitute for reading it.” – Anthony Burgess, Born Feb. 25, 1917. I know a lot of smart people that sell training, or information, and they get very upset about people not taking that information or training and using it as intended. If that’s you, you would do well …

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Good Advertising Consists of Desirable Lies People Prefer to Hear (Because the Truth Sucks the Glaze Off a Donut Sometimes)

Robert J. Flaherty

“Sometimes you have to lie. One often has to distort a thing to catch its true spirit.” – Robert J. Flaherty, Born Feb. 16, 1884. Consider a poem, which often describes reality with a refined and elegant metaphor – one that reveals a deep but unobservable truth about a given thing. But despite the bard’s …

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How to “Advertise” in the “Future” (Because Advertising is Dead, Ain’t You Heard?)

Cyrus McCormick

“Trying to do business without advertising is like winking at a pretty girl through a pair of green goggles. You may know what you are doing, but no one else does.” – Cyrus McCormick, Born Feb. 15, 1809. Here is the revolutionary change in the nature of advertising as we begin to really get into …

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What Most Copywriters Don’t Know: When to Shut Up, and What NOT to Say

Charles Darwin

“To kill an error is as good a service as, and sometimes even better than, the establishing of a new truth or fact.” – Charles Darwin, Born Feb. 12, 1902. That’s true, Charlie. It’s not just as good or better. It’s way easier, too. To know what is wrong in the world of your prospect …

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Words that Wound, Words that Heal – We Alternate Them to Persuade People to Buy

Amy Lowell

“All books are either dreams or swords, you can cut, or you can drug, with words.” – Amy Lowell, Born Feb. 9, 1874. If you’re just using words to describe shit or explain shit, you’re wasting them. Words can stab. Use yours hit the reader’s tenders organs. Make them bleed. Reopen old wounds. Carve new …

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Pattern Breaker: the One True Way to Steal Attention in a Saturated World

Eliphas Levi

“Order is never observed; it is disorder that attracts attention because it is awkward and intrusive.” – Eliphas Levi, Born Feb. 8, 1810. Imagine a turd in a hotdog bun. The easiest way to get attention is to defy expectation, and break the prevailing pattern. Why? The brain exists to keep us alive. To accomplish …

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