Sometimes we all like to pretend we’re not motivated by money. That’s fine to believe if you want…but you cannot afford such delusions if you are a marketer. People respond to money at ...

There are two keys to the following cover letter.  First is the personalization in the subhead.  That alone is a compelling way to engage the reader. Second, though, is a much more subtle ...

Here is the letter I mention in “Kick-Ass Copywriting Secrets” where the personalized headline enraged so many people. I was only trying for a “visceral” connection in the headline — you know, give ...

I read a lot. And I advise you to read a lot, too. As an old English teacher once told me: Read a book a week. And then, in your spare time, read ...

Most self-defense ads try hard to look tough. Like the product is tough, the talent is tough, even the receptionist answering the phones is tough. Pick up a Black Belt or Soldier of ...