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How to Shame Businesses Into Buying

If you’re ever selling B2B, there’s one emotion you should strike above all others: INSECURITY. Corporate decision-makers are always desperately insecure. They hate to think of their competitors secretly doing something they’re not. While studying The Gary Halbert Letters, I stumbled upon a sales letter which did this to devastating effect. I don’t know how [...]

A couple of years ago, I heard a fascinating podcast discussion – between Andrew “Freddie” Flintoff and Robbie Savage. 2 quick background points, in case you’re not British… Flintoff was probably one of the best all-round cricketers to ever play for England Savage was a reasonably decent footballer. He had an admirable career and went [...]

Long, long ago – when I used to work for free – I helped a local theatre sell tickets to a pantomime show, “Dick Turpin.” In case you’re unfamiliar with pantomime, it’s a British tradition which happens around Christmas. The stage show is usually based on a popular story or fairy tale. Cross-dressing is a [...]

I recently had someone write to me with a question: When do you call it quits on “tweaking” copy for your own stuff? (Outside of split tests) Do you give it a few revisions and then just say that’s it? Or do you find yourself adjusting things down the line? I far from suffer from [...]

The past couple of years, I’ve been studying ‘Stoicism.’ It’s an ancient philosophy for building resilience and inner-peace. Many of the great historical figures were stoics. George Washington, Marcus Aurelius and Seneca etc. Anyway, probably the most useful stoic teaching I’ve heard is this: Focus on what you can control. Let go of anything you [...]

The other day I received one of the new porn-scam emails. Supposedly, this individual hacked my computer while I was watching porn and caught me in a compromised position through the webcam. He promised the publish the “video” online, and mail it to my friends and family, unless I sent him $1000 of bitcoin. Normally, [...]

You’ll inevitably have ideas which flop, or don’t perform as well as you’d hoped. This is a fact of direct marketing. There’s no point crying about it. Chalk it down as a dud, and try to figure out why it didn’t work. I once wrote an email for Motley Fool, all about “how to beat [...]

Has COVID-19 Infected Mickey Mouse?

In spite of everything I’m about to say, I think Disney is a wonderful company. I think they’ll survive coronavirus, and I hope to be a shareholder some day. But I think the markets and pundits are seriously underestimating the damage this could do to Disney’s brand. It has been ravaged. Movie production and theme [...]

You’d think, being an advertiser, that all I’d want to do is sell sexy products that everyone’s raving about. In fact, the opposite is true. The thought occurred to me when I was looking for a way to stop my classical guitar slipping around in my lap. I stumbled across this terrific solution –  “GuitaGrip.” [...]

In marketing, your toughest challenge is educating the prospect – bringing them up-to-speed. Just telling someone why they need your offering can take an enormous amount of effort and expense. It’s why libertarians have so much trouble winning seats in elections. You can, for example, argue a strong case for why the minimum wage should be [...]