This letter almost set a record for the shortest time spent as a control at Phillips Publishing (the newsletter giant)… but it wasn’t my fault. They mailed it, it scored a hit with ...

I struggled for years to get Rodale to use personalization in a letter.  My other clients found that personalizing a letter boosted response by as much as 30% — a very significant increase ...

This is an ancient manuscript for an ad I wrote maybe 15 years ago. If you know anything about me personally, you know I’m the worst sort of pack-rat there is. I have ...

Here, I confronted a major objection in the reader’s mind right off the bat:  Everyone on the house list for this client had recently been hammered with piece after piece… and the list ...

Here is a version of another ad I talk about in “Kick-Ass Copywriting Secrets”. The client is a “coach”– a consultant who helps doctors get their act together.  Which, for most health care ...