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Here is an example of “pre-positioning” a piece to your house list. In example “A” — sent to the hottest clients on the house list — Leo genuinely wanted to know how bodybuilders would react to this new product. I suggested we simply send out the ad, and ask for opinions. So that’s what we
Most testimonials sound good… but don’t sell. They’re polite, vague, and easy to ignore. If you’ve ever put one on a page and wondered why it didn’t move the needle, this video will hit close to home. The problem isn’t that you don’t have testimonials — it’s that you probably have the wrong kind. In
Golf is one of those golden markets that is clearly targeted…and populated with people who have an irrational passion for the sport. They don’t bat an eye when I address them as “golf nuts” (which I frequently do). They glorify in their passion. They are so irrational, in fact… that we found products which
Herschell G. Lewis, a former professor of English literature and cult horror filmmaker, transitioned into a successful career in direct marketing and copywriting. In this conversation with David Deutsch, he shares insights on the power of words and their critical role in persuasion. He emphasizes that small word choices can significantly impact effectiveness, such as
John Carlton doesn’t mince words—and in this video, he explains why most writers today are easier to beat than ever. Standards have dropped. Editors are disappearing. Sloppy writing is getting published every day. And that creates a massive opportunity… if you’re willing to raise your own bar. If you want to become the writer clients
This month David interviewed Aaron Winter. Aaron Winter ran a highly successful copywriting agency for many years that generated over a quarter of a billion dollars in sales and is an expert at generating win-win deals between copywriters and clients. I sat down with him recently to get his thoughts on how both copywriters and
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