Let’s talk about those e-mails you write. You’ve probably wondered now and then whether you should be concentrating on curiosity to get as many prospects to the page as possible, or talking about the benefits of the offer to send more targeted clicks and get better EPCs. Here’s the short answer: yes. If in doubt, you’re probably better off talking about the benefits. It’s lower variance and easier to do well. But...

First of all, have a look at this: http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/ It’s amazing. It’s using what you can do online to tell a story far more vividly than it would be with simple words and pictures. It uses mapping and detail to draw you in. Tiny scraps picked out with video, pulling you into the report so much you can practically feel the rust and smell the salt. Now, one question: Why the fuck...

Here’s the thing: I’d like to get better at speaking. There’s only really one way to do that: practice. And if I can get that practice while I’m helping you make more money on your next launch, so much the better. So on Monday 23rd September at 8PM BST, I’m going to do a webinar. Here’s what will definitely happen: You’ll find out the best way to ensure you get good conversions   You’ll...

A quick lesson for anyone who wants to charge more: http://www.vertu.com Vertu make luxury smartphones. They probably don’t work better than any other smartphone. They don’t even need to work as well, since most people who buy them aren’t actually going to want a smartphone. But they still cost about £7000, or about 16.5 iPhones. They’re not trying to make a product that’s functionally better. They’re...

When you’re trying to write a headline, think about where your prospect is coming from. What do they know about you already, if anything? When you know that, you’ll know how to attract their attention right away. Gene Schwartz, direct response god, puts it better than I do: If your prospect is aware of your product and realises it can satisfy his desire, your headline starts with your product. If he is not aware of your product...