Make Your Writing Musical

Do you know “She’ll be coming round the mountain?” It was the first song I remember learning. My grandfather taught it to me when I was 4.   Writing is best when it’s musical, but its hard to be lyrical.   Still, here’s a little chorus I wrote to “She’ll be coming around the mountain.” […]

Theory of Mind – How Copywriters Read Customer’s Minds

Make more money. Read my mind. If a dumb little bird can do it, you can to. The thornbill imitates a chorus 1-4 other bird species sending up an alarm call that trick predators into thinking an aerial predator is nearby. Theory of mind. It’s when one creature guesses what another creature will do based […]

Perfect Practice Makes Perfect – Vincent Lombardi

“Practice does not make perfect. Only perfect practice makes perfect.” – Vincent Lombardi For 40 some years, I said “practice makes perfect.” Then I heard this. Makes a lot more sense. It’s easy to practice poorly, and build bad habits. So now when I start practicing, I practice small and slow. Then I build up […]

How to Win Friends and Influence People – The Golden Book

Few books have more practical wisdom than Dale Carnegie’s “How to Win Friends and Influence People.” Here are some key principles that are striking a cord with me this morning: #1: Don’t criticize, condemn or complain. #4: Become genuinely interested in other people. #5: Smile. #10 The only way to get the best of an […]

Leave Nothing to Chance – Practice Copywriting Every Day

Friends, I was practicing for a Toastmasters International Speech competition. I gave that speech more than 59 times. But that’s nothing. Al Gore gave his global warming talk over a thousand times. Why? To get every nuance and inflection and dramatic pause etched into his bones so when he got nervous, his training kicked in. […]

Consistency Builds Character

I’m stumped. “I should post on this. No I should post on that.” It’s Friday morning and my brain’s ran out of coffee. I have so many ideas and yet none of them “will go viral”. I.e. get 11 likes. How about this? I’ve now posted to LinkedIn and Twitter for over 200 days in a […]

Write As If Speaking To a Caveman

“Always write as if speaking to a 6 year old.” We don’t write to show the world how smart we are. We write to communicate. Cave people had limited vocabulary, but they weren’t dumb. They had a deep instinctual drive that made them one of the most dangerous animals on the planet. Despite all our […]

Copywriting – The The Most Important Part of Your Website

Bit of a controversy here. I know not everyone will agree, but at least think about it. Here’s your website optimization checklist ranked by priority of revenue generation: 1) Copy – This is the fastest way to make your website more effective. This is why you get clicks and calls. 2) Content – Engaging content answers […]

Every Web Project Should Start With A Discovery Phase

Don’t do free work when bidding on ANY web or copywriting projects. You are a consultant and should get paid for your time. Here’s why every web project should start with a paid discovery phase: 1) It is a small project that establishes trust with the customer. 2) You might find a huge surprise waiting […]

Fascinations – The Most Important Tool in a Copywriter’s Toolbox

Eddie Shleyner 🇺🇦 says Fascinations are the most important tool in a copywriter’s toolbox, so I did his micro course. I read 100 curated fascinations out loud, then over the course of 5 days I hand copied 20 of them and read them out loud. Total pages: 14 Fascinations should tease a value, embellish a […]