FYI - I'm going to be a bit out of pocket this week as I'm vacationing in DisneyWorld with my family. So I'll be relatively incommunicato. No worries, back on

When working with clients, one of my best sources for copy - and by that I mean headlines, subheads, "big ideas," and benefits / transformations that really matter - is

I sometimes wish I was more of a motor head. My dad was a car salesman and I remember riding down the road and having him call 'em out left and

I suffer from "middle child" syndrome. My brother Jim is 8 1/2 years older and a whole lot bigger. My sister Jeri is 2 years younger and while shorter than her brothers,

Yeah, I'm opinionated. No bones about it, some things just get my goat. But I'm usually (not always) fairly level-headed, rational, even diplomatic in how I express the causes that make my

Here's another piece you have to have down pat before composing KILLER copy: A KILLER [Offer] Just sending out a postcard with the word “SALE” emblazoned across the top doesn’t really cut

I love musicals. I know... they fall far short when it comes to delivering my personal core elements of quality entertainment, which involve explosions, car chases, and warp drives. But dad-gum, I

From PAS to PADS I love formulas, especially when it comes to copy. One of the classics that still rings oh-so-true: PROBLEM-AGITATE-SOLVE State the problem your prospect faces. Twist the knife to create even

The truth really does hurt with this tip on writing faster... But I strongly suggest you take it to heart. One of the reasons why I can write so fast - and