As some of you may know I’m about to launch a Copywriter Mentoring program. As part of that, I’ve been “head down” putting together training material on the traits of highly successful copywriters. Before long, my thought processes soon turned to the Male vs Female debate. More specifically, I started to ponder the question, “Who’s...

Next time you’re writing sales copy, consider this when you’re marketing to women or men, specifically … As a marketing professional you obviously know your product well, so you’ll know that the needs of your men clients are different to those of your women clients. And salespeople, you’ll know that when you’re selling in a face-to-face...

Sales “scientist”, Elmer Wheeler was an absolute master of understanding how buyers think and understanding how  to really connect with a buyers’ hopes and fears, conversationally. In the following article, Mr. Wheeler talks about “penetrating the cloud”. In other words, it doesn’t matter whether we are walking down a...

1. Inject your personality into everything you write including your Yellow Pages ™ ad. You’ll be amazed at the response. No-one wants to read boring and stuffy legal-ease. It makes them switch off. But – if your copywriting is engaging to read, your reader will read it, even if it is on the wordy side. 2. A friendly copywriting style builds a warm...

Each year businesses spend a small fortune on Yellow Pages advertising. It’s perhaps one of the largest single investments you’ll make in advertising all year so it makes sense to ensure your ad packs the biggest punch — and gives you the very best return on your advertising dollar. Doing this is simple if you know the right formula. I’ll...