Lidl, Morrison’s And The Self-Tipping Hat

Posted by on Oct 15, 2014 in Copywriting, Marketing | 0 comments

What do a supermarket, one of the world’s biggest blogs and a Victorian entrepreneur have in common? If you’re trying to sell anything, they should have it in common with you, too. To work it out, think: what did it mean to be a Victorian entrepreneur? The thing is, life was hard for the Victorian gent. Officer commissions were no longer available for purchase, meaning the gentleman soldier may have to share the mess with the lower...

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How can I convince JVs to mail my launch?

Posted by on Jul 2, 2014 in Copywriting, Marketing | 0 comments

“If you want your launch to stand out, you’ve got to sell it.” How can I persuade JVs to mail my launch? Writing a good JV page helps. No, after that. I can get JVs to sign up. I mean, more’d be great, but what I really want to know is how to get the ones who HAVE signed up to actually mail. Oh, OK. Well, there’s a short answer and a long answer. The short answer is ‘better marketing’. No, my marketing’s pretty good...

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The World’s Worst Actor (and why he’s better at content than you)

Posted by on May 16, 2014 in Copywriting, Marketing | 2 comments

In 1810, the worst actor ever took the stage as Romeo. His name was Robert Coates, and from a young age he’d known he was born to take the stage. The stage disagreed, but Coates was in possession of a £40,000 per year income. I’m not sure what that works out to today, but it’s definitely multiple millions, and the kind of cash that can open pretty much any door you like. The most charitable way to describe Coates’...

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What makes a good benefit?

Posted by on May 2, 2014 in Copywriting, Marketing | 0 comments

What makes a good benefit? Free wine with dinner always gets my vote. Ha. Ha. I mean it. I know what my product’s features are, but how do I translate them into benefits? People keep telling me I need to. Well, they’ve got a point. But do they really? When I’m buying a product I’ll often just look at the feature list. I just need to know it does what I want it to do. Yes, but you’re coming into the sale with...

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How Dogecoin. Such Positioning. Many Clever.

Posted by on Apr 28, 2014 in Marketing | 2 comments

Oh Dogecoin, how I love thee. Not to the extent of actually owning any. I have no interest in bringing down the capitalist system, I don’t care about having anonymous transactions, if you want to speculate there’s a million penny stocks looking for love and if you’re after an actual investment then the FTSE still looks a ton better than the hyperactive kangaroo that is any given cryptocurrency’s value graph. But they are...

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Endowment, FTS, And The Art Of Getting More Mailings

Posted by on Apr 10, 2014 in Marketing | 2 comments

This is about psychology, and a quick way of using it to get more mailings for your launches. It’s a way of helping your top JVs feel invested and excited, and giving them something they want to fight for. It’s also what caused the top executives of an entire industry to suffer a fit of collective insanity that cost them £17 billion. This happened in the year 2000, when people still knew what Netscape was and the internet looked...

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