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...

It’s irritating. Ask most people how they feel about being sold to and this is the answer you’ll probably get. Today, more than ever, people don’t like being told what to do. That’s why sales tactics of a decade ago simply aren’t working today. And that’s also why sales people and copywriters today are approaching the sales process in a...

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...