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Royalty, or the girl next door?

A couple of days back I had one of those “can’t believe I’ve never seen this” moments when a friend introduced me to a concept in branding that was completely new to me. Now by and large I’m not a branding guy. My one job that involved any brand fluffery was running Hasbro’s Action Man […]

Would a fireman give you an ebook?

A lot of copywriters talk about “burning house problems”. The gist of it is that you want to be targeting people who have a problem that is as serious as a burning house, something they absolutely have to act on right now or they’re going to be in a world of pain. The reality is […]

The 4 point empathy map of a billion dollar newsletter business

One of my favourite podcasts is Kevin Roger’s The Truth about Marketing, and this has to be my favourite episode of all. In it, Mark Ford,  founder of Agora Publishing drops an absolute gold-crusted pearl of wisdom about the knowledge you should have about your market before staring on even creating a product, let alone […]

An orangutan’s lesson in pitching

My mother was a teacher, and then a college principal. Her college was in the same small town where I went to school and most days I would walk up the road to meet her and get a lift home. Invariably, she’d get collared by someone as she was trying to leave and I’d be […]

Monday morning and the blank page awaits

I have a little routine on Mondays that helps me ease my way into the week. Sunday night I do a little brain dump of the things I’d like to get done by the end of the week. It’s usually way to long, so I sleep on it, then first thing Monday I plot the […]

The worst headline in the world

The great David Ogilvy once wrote: “When you have written your headline, you have spent eighty cents out of your dollar.” i.e. 80% of your effort in a sales letter should go into the headline. It’s like the subject line in an email. If you don’t capture your prospect’s interest there, you have no hope […]

How to use bonuses in your online course sales

Most online course marketers recommend using bonuses to push up the financial value of your product. But there’s a strategy behind using bonuses that can multiply your sales without needing to create any extra content.