Do you have power over your customers? As in, do they play by your rules…or do you bend to theirs? I’m asking because, last month I got a live demo in sovereignty: how to set your own unbreakable rules…and charge eye-watering fees. Twas in Ohio. I was out there for a conference hosted by my [...]
Yesterday, I turned down a job worth over £30k. I want to tell you why – because it says a lot, whether you’re buying or selling services. It’s a long one, but worth a glance. Here goes… I got an email last week from a company that runs half a dozen e-commerce sites. They wanted [...]
Have you seen Nissan’s latest car? It’s called the X-TRAIL 4DOG – designed specifically for dog owners. It’s a stroke of genius. I mean, I’m a cat person. I have no dog. But this car is so cool, it makes me want one. See, it’s not a token dog model. They haven’t just tossed a [...]
Have you seen the Halloween stuff in the shops?? Sheesh! We’re talking pumpkin heads, scream masks, severed hands, the lot…some of them near Hollywood standard. And going for a tenner! Bit of a culture shock, that, for someone like me who rarely leaves the house. I mean, I grew up in the 70s. Back then, [...]
I feel I know you well enough now, to share this… A few years back, I messed up a sale – the second I opened my mouth. And I want you to learn from it. See, I was asked in to consult with an engineering firm. And as I sat in the boardroom with their [...]
I hate hype. There, I’ve said it. I hate aggressive, in-yer-face type copy that exaggerates to the nth degree. And says “Buy it or you’re a worthless tosser”. Exponents call it “killer copy”. And they stuff it with OTT pants, like “kick-ass”…”ninja”…”turbo-boost”…”skyrocket”…and the all-time classic “on steroids”. As in: “Follow my killer ‘Cash Flood Ninja’ [...]
Call me a sad old git, but yes, I keep a file of old ads, sales letters and other copywriting samples that might come in handy one day. This week I stumbled across my all-time favourite, and – even though it’s small and grainy – it’s high time I shared it with you. (No lawsuits [...]
