Going Beyond “Chameleon” Copywriting

Recently a marketer came to us for help. He’d pulled the plug on a high-profile launch – with some heavy-hitting JV partners – because the sales copy he’d paid good money for turned out to be sub-par. Scratch that. Frankly, the copy sucked. Rather go into a major launch armed with a pea-shooter, he decidedContinue Reading

How To Succeed As A Copywriter Without Ever Lying

My partner Michel Fortin recently introduced me to James Chartrand’s MenWithPens blog. James speaks with the authority of a grizzled veteran of the marketing trenches. His recent post on KissMetrics unsparingly carves up the seamy underbelly of the world’s third oldest profession -“salesmanship in print” – or copywriting. (You did know the copywriting profession hadContinue Reading

Copywriters and Designers, Is your Referral Engine Vapor-Locked?

“Vapor Lock occurs when the fuel changes state from liquid to gas while still in the fuel delivery system. This disrupts the operation of the fuel pump, resulting in transient loss of power or complete stalling.” Recently I received an advance copy of The Referral Engine: Teaching Your Business to Market Itself, by John Jantsch.Continue Reading

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