Imitation: The Secret to Stronger Sales Copy
I had an old friend – no longer with us – who used to say, “If writers write, copywriters copy. Isn’t that how it works?” I wince to hear it put that way, given the many times I’ve sat there staring at a blinking cursor and trying to come up…
READ MOREThe Most Valuable Thing That Money Can Buy
Take a sheet of paper and draw a vertical line down the middle of it. On the left side of the page, under a column marked “Things I Enjoy,” make a list – maybe something like this: Time with family and friends Reading My hobbies (List them.) My house My…
READ MORENavigating the New Market
Since the first day I started working in the stock and bond business, the old timers – the guys I have always sought out as a great source of advice – have said almost without exception, “The markets don’t change.” This mantra was in response to those in the business…
READ MOREQuestion Marks in Copy
Now some folks will tell you that beginning sales copy with a question is bad form. After all – any question you ask could be answered in a way that is not helpful to your objectives. And your sales letter could wind up in the trash.
READ MOREHow to Zap Fatigue Within Seconds
It’s amazing but true. Most people get up tired and go to bed tired. Going to bed tired makes some sense – but waking up tired is inexcusable.
How can you be tired when you wake up? You haven’t done anything yet, right?
READ MOREThe Dangers of Throwing Your Recommendation Around
A few months ago, a former neighbor asked me if there were any job openings in ETR’s editorial department. If so, she wanted her daughter “Gwen” – a young woman I’d known for years – to apply for a position.
READ MOREThe Banks Are Back… or Are They?
Their profits are up. Their write-downs are lower. The government is riding shotgun for them. And the worst is over. The banks are back, right? Goldman Sachs, JP Morgan, Bank of America, Wells Fargo, and even Citigroup all reported profits for the first quarter of 2009. But a closer look under the hood reveals some “creative accounting”…
READ MOREDefy Aging DNA the Easy Way
When they’re 65 years old, most of your friends will be sitting idle in an old folks home, counting the weeks by the number of times they play bingo. But not you. If you learn how to boost one single enzyme in your body, you can defy aging the easy way. You’ll be traveling the world, maybe parachuting for the first time or perhaps starting a highly profitable business.
READ MOREGoing From Brand to Religion
My wife K is a member of a cult. As a loyal member, she never gives up an opportunity to proselytize. Over the years, she has recruited our sons and most of her friends into her religion.
The cult she belongs to is represented by a symbol. It has distinct colors. It has a special language that other cult members recognize. They love their religion. They worship at its altars. They sing its praises. They believe that anyone who is not a member of their cult is silly, stupid, or foolish. And they will argue with you if you say one word against it.
READ MOREInstant Writing Fix: Get Rid of the Warm Up
You can almost always make your writing instantly stronger by chopping out the first paragraph or so. Andrew Gordon reminded me of this powerful and simple editing step when he reviewed an ETR article I’d written.
READ MOREEating Too Many Sweets Raises Breast Cancer Risk
Could preventing breast cancer be as simple as cutting out carbs and sweets? Yes. That really is one way to decrease your risk of acquiring this vicious disease.
As you know from reading ETR, eating carbohydrates and simple sugars causes a spike in blood sugar. The constant elevation of blood sugar can, and often does, end in insulin resistance. And when that happens, your body loses the ability to utilize the calories from the carbohydrates you eat.
A Tried-and-True Recession-Busting Strategy for Winning Customers
No matter what kind of business you run, I have a secret that can help you make money even while the recession has your clients’ wallets shut tight.
To tell you the truth, this secret is a good way to make money any time.