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Would you like to know today's most potent, yet surprisingly underutilized, technology for generating copy? Your intuition. This amazing piece of non-artificial intelligence is many times more powerful and adaptable than even the largest supercomputer. In a nanosecond, it

Sometimes, what you have isn't exactly what people want. That's when your job as a copywriter is to build a bridge between what they want and what you've got.

Do your sentences flow together seamlessly? Seamless flow ensures that readers and listeners can easily follow and digest your message. On the other hand, when people must work to follow you, they quickly tire and leave. And more sales are lost to those who leave than those

Sometimes advertising is like selling a phone to people who are hungry. They think, "Why do I need a phone? I can't eat a phone." Our job is to show them they can use that phone to order pizza. Always connect the dots.

To chop down a tree, would you rather have a dozen dull axes—or one really sharp one? It's the same with copy. To cut through the clutter and fell resistance, solve one sharply defined problem with one precise solution. Then show it results in one overriding benefit.

One of the hardest things about writing is figuring out—and then having the discipline to NOT say—what doesn't need to be said.

Nothing is more expensive than someone working for you for free.

Want to become a much more powerful editor? Don't start by analyzing copy. Start by feeling it. The first time you read through a piece—whether written by you or someone else—put down that mental red pencil and simply experience it. Notice how it affects you. Does it shift

Don't test tweaks, test potential needle-movers. 1. Test the Opposite - Test fear instead of greed—or the other way around. Instead of "how to make money in the stock market," try "how not to lose money in the market." 2. Test an Enemy - Test focusing on what (person,

The reason so much copywriting doesn't work is that writers don't take into account the prospect's level of problem awareness and solution awareness. They explain the problem or the solution to prospects who know it well. Or they neglect to explain the problem or solution to

The first person to read your sales copy should never, ever, ever be your prospects—or your client. Who's your secret weapon for making your copy better?

You can't go wrong as a copywriter if you assume prospects will give your words only half the attention you expect—but twice the skepticism.

Most great writing, thinking, and problem-solving emerges from contradiction—wrestling with, challenging, and trying to reconcile seemingly paradoxical ideas. So when you write, don’t just consider what is— Also consider what’s missing, what some deem impossible, and the

We writers tend to fall into three camps: 🎯 Plan First — Map it all out before a word hits the page ✍️ Write First — Dive in, see where it takes you 🔀 Blend — A loose plan, lightly followed Which one are you? Try switching it up—you might unlock something unexpected.

Don't make your writing too balanced, too even, too predictable. The Leaning Tower of Pisa is just 4 degrees off-center. Yet for centuries, that slight imbalance has made it one of the most universally recognized and famous buildings in the world. Go for the unexpected angle.

If you want to hit more bullseyes, shoot more arrows. Today more than ever, the advantage goes to those who continuously test multiple variations to identify the very highest-performing marketing and copy strategies for maximizing revenue. P.S. If you have a funnel that