The book being touted in this ad was written by a nice young Catholic boy who married the first girl he ever kissed. It’s true. I couldn’t make this stuff up. The client ...

One of the biggest mistakes marketers make… is to get tired of their own advertising before the ads are actually dead.  Sometimes, they pull ads that are still cooking at peak efficiency.  They ...

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 ...