My most embarrassing business mistake EVER

It's time. Time to tell you about possibly the most embarrassing mistake I've ever made in my career as a copywriter.  I had to let some time pass, you see, because you have to get distance from these things so the embarrassment doesn't kill you. (It's called dissonance, and it's fascinating.) Some time ago, I [...]

Does your bank accept Facebook ‘likes’ or shares? How about retweets? Or +1s? Nope, mine either. So why do people invest such time and effort (and often money) into social media marketing (SMM)? Honestly: I’m not sure. Not only can you not bank ‘likes’, you can’t measure how effective SMM is. You can’t possibly know [...]

Five myths about email marketing

Throughout my blog posts and my book Business For Superheroes, I bang the drum about contacting your customers and prospects often. The easiest and most profitable way to do this is by email, using software like Ontraport (which I use), AWeber (which I used to use), MailChimp, Infusionsoft, or similar. It works. It works for me, and [...]

What business owners don’t know about price would fill a shelf-full of books. Me too, at first. It’s a steep learning curve, this running a business, isn’t it? This is a long blog post, so get yourself a cuppa and read it carefully. I reckon the ideas in here are among the most valuable in [...]

Is this the worst advert ever?

I subscribe to the brilliant Drayton Bird’s daily emails, and some time ago now he sent me his nomination for the world’s worst advert. Now, in a world filled with terrible adverts, that’s quite an achievement. Here it is in all its, ahem, glory: Honestly, this ad does so many things wrong I barely know where [...]

Question: What’s the most difficult way to sell stuff? Answer: Directly off the page. Cold. As a stranger, with no lead in or romance. Why? Well, the answer is twofold. Firstly, they don’t know you from Adam, so why should they trust you? Why should they choose you over the many other options they probably [...]

Here’s a question: what’s the point of marketing? What’s your answer? I’ll give you a clue: there’s only one correct answer. I’ll tell you in a moment. First, I’m going to have a little rant. Just to warn you. But I have a valuable point to make, so stick with me… Most marketing is a [...]

What’s your product? What do you sell? Are you sure? You see, I think you might be mistaken. Let me explain. A Harvard marketing professor once said, “People don’t want to buy a quarter-inch drill bit. They want to buy a quarter-inch hole!” Of course, this is a bit over-simplistic, like many analogies. But for [...]

It’s all about your customer. Without him, you’re sunk. You wouldn’t have a business.   Of course, you know that – and I know that – which is why I’m always so surprised that business owners put so little effort into getting to know their customers. Most businesses create their product and push it out [...]

Let’s start this blog post with something profound. Something that will be the foundation of everything else you do with your marketing and copywriting. Let’s start with the most important question in the universe. Why? I don’t mean, why start with that. I mean that the most important question of all is “WHY?” That’s not [...]