"You cannot hope to build a better world without improving the individuals. To that end, each of us must work for his own improvement, and at the same time share a general responsibility for all …
Are You The Hero or the Guide?
If you're the hero — if your marketing highlights how special and heroic you are and all your wonderful victories — you're missing out. Customers are the hero of their story. Each of them comes to …
Crush Objections Before They Crush Your Sales
It's better to go overboard when addressing your customers' biggest concerns and hesitations. So I've talked about this ad in a previous article, but there's more to uncover here. Because …
Continue Reading about Crush Objections Before They Crush Your Sales →
Philosophers Stumble Into The Principles of Good Copywriting
Two philosophers ran a contest on increasing donations. Eric Schwitzgebel and Fiery Cushman wanted to see if anyone could get research participants to donate more. But the catch was …
Continue Reading about Philosophers Stumble Into The Principles of Good Copywriting →
Is The Way You Help People “Invisible”? Here’s The Best Way To Prove Your Value
It's one of the most common pieces of writing advice: Show, don't tell. And that's because it's true. It works. Especially in marketing where the onus is on you to prove that your product or …
The Most Important Page On Your Website (That You’re Probably Ignoring Right Now)
"Companies that practice the strategy of preeminence always come from a position of “hopefulness”. They genuinely have a better and higher wish or hope for their clients or prospects than they even …