The moment someone feels you're trying to change their mind, they put their guard up. But show them something that helps them understand their own situation better… And they'll do the work for you.

The strongest belief is the one we hold ourselves. The most compelling argument is the one we make in our own mind. Your Copy succeeds when your reader feels like they discovered the solution rather than being led to it.

GM. What are you reading today?

“ChatGPT wrote my sales page!” Cool. My microwave heated my dinner. But neither of us cooked anything.

Too many writers bury their best insight in paragraph 3. PUT IT FIRST. Your reader decides whether to keep going based on your opening sentence, not your closing argument.

Stop explaining your jokes. Stop over-explaining your points. If your reader doesn’t get it from your first explanation, adding more words will not help.

The most honest subject line would be “Here’s another email because I’ve heard that more emails = more sales.”

Delete your favorite sentence if it doesn’t serve the piece. Writers fall in love with clever phrases that add nothing to the message. Your ego wants to keep them but your reader needs you to cut them.

Most Copywriters throw a party when someone buys. They pop champagne, cash the check, then hunt for fresh meat. But they forget that each customer can become either your biggest asset or your worst nightmare… Let’s say you sold them with sky-high promises. Lovely things like