There are so many elements that play a very important part in every ad, sales letter, brochure or any piece of business communication that you write. And one of the most important elements is the headline. The headline of your piece will either makes your reader so excited they’ll want to read the rest of your ad, letter etc. or it will make them switch off...

So your sales force need to bump up this month’s figures. And to do that they need more appointments which means they need a killer B2B lead generation letter. What do you do? In direct marketing we live and breathe “salesmanship in print”, however the approach used for a great lead generation letter is different. It’s more about “relationship building...

If you could wave a magic wand, what would be the one thing that would make a massive difference to your success as a real estate agent? The answer that most people tell me is that they’d love an easy way to write copy that generates leads. In fact, most people I speak with in the industry tell me that the way in which they generate most of their leads is...

Who was it that said, “Modesty is a virtue”? Well, whoever it was I’m sure they weren’t referring to the field of sales, copywriting and marketing, where self-promotion is the name of the game … or were they? Take a good look at anyone who is a roaring success in sales, in copywriting or in marketing and you’ll see that one of the secrets of their...

Decades ago, one of the pioneers of the advertising industry, Claude Hopkins wrote the book “Scientific Advertising” in which he wrote of how advertising isn’t about being creative; it’s about following a precise formula to achieve a desired result. Mr. Hopkins words still ring true today. Great copywriting is about remembering that advertising...

A Google AdWords Ad has four lines: Line 1: Keyword-rich benefit headline Before we talk about how to write a great Google Ad, let’s just go back to basics and get inside the head of someone who is using the Google Search Engine. Picture this … your website visitor is interested in finding something on the Internet so they type some keywords into the search...