How is great copy really made?

How is great copy really made?

Issue #130—May 21, 2021 Over the past week or so, I've been talking about how some companies (and even so-called "goo roos") seem to think copywriters can be replaced by artificial intelligence (AI) software. I've shared some real-life nightmare stories from some of...

The Wolf of Weed Street

The Wolf of Weed Street

What's in Kim's Mailbox? Well over a decade ago, stock-pumping direct mail promos ostensibly selling a financial newsletter subscription were constantly stuffing my mailbox. Yes, I was "seeded" on many direct mail lists, including financial, which is probably why I...

The great AI scam?

The great AI scam?

Convos with Kim In last Friday's issue of Copy Insiders, I shared in detail my own experience in testing out a new AI (artificial intelligence) copywriting tool called "Conversion.AI". (If you missed it, you can read it on my blog here. It's called "Does this 'magic...

Does this “magic push button” AI tool live up to the hype?

Does this “magic push button” AI tool live up to the hype?

Everyone's talking about artificial intelligence (AI) copywriting tools these days. To be honest, I've mostly shrugged off all the hype and haven't spent a single minute worried they're going to take my livelihood away. But over the past month or so, I've seen some...

Avoiding clients with “personality defects”

Avoiding clients with “personality defects”

Convos with Kim In recent months I've been having some fantastic conversations with top marketers and copywriters on various podcasts. But chances are you're not always hearing about them! So I thought I'd start a regular feature where I share one of my latest "convos...

Sales-multiplying lessons to energize your results

Sales-multiplying lessons to energize your results

"NASA"... "Nobel Prize-winning"... "Harvard doctors... "Stanford discovery"... "MIT scientists..." What do all of these have in common? They've earned me and many other copywriters a pretty penny in royalties when we've used these words and phrases in our promo...

Where to find headline fodder that calls out your prospect

Where to find headline fodder that calls out your prospect

Issue #128—April 28, 2021 These days I'm making an effort to waste less time on Facebook, but now and then I'll while away some time doing so. And it sometimes leads to a valuable idea. Case in point: the other day someone shared a post that asked you to name the #1...

“Hang up” trick makes your copy irresistible

“Hang up” trick makes your copy irresistible

Issue #127—April 16, 2021 The other day I called a restaurant about a special tasting menu they were offering that night with a local winery that some friends of ours are partners in. I couldn't find the info I was looking for on their website so I dialed the...

“Steal-able” tactics from a conservative book expert

“Steal-able” tactics from a conservative book expert

Issue #126—April 9, 2021 This morning an email popped up in my inbox from a longtime friend and former colleague (and boss) at Phillips Publishing. Over the past few decades, she's headed up a major conservative book publishing company and is now working as a...

What I’d do the same or differently

What I’d do the same or differently

Issue #125—April 2, 2021 It was 23 years ago this month that I walked away from my senior-level marketing role at Phillips Publishing to become a freelance copywriter. And what a ride it's been! I'm so grateful I made the decision to focus on copywriting and enjoy the...

How to Cowboy (or Cowgirl) Up

How to Cowboy (or Cowgirl) Up

This morning at the gym before my workout with my personal trainer, it was time for my monthly Inbody. The Inbody is a $10,000 machine that measures your body fat and amount of muscle in every part of your body. It gives you a 100 times more accurate picture versus...

What’s YOUR “Tom Brady” move?

What’s YOUR “Tom Brady” move?

Issue #124—March 22, 2021 We're starting our Monday morning with a recap of the rest of the "golden" nuggets shared at last Thursday's epic Clayton Makepeace tribute event. It's a whole issue's worth--and then some--which is why this week's issue is coming out TODAY...

The 5-step features and benefits exercise I learned from Clayton

The 5-step features and benefits exercise I learned from Clayton

As promised, I'm going to share a transcript of my presentation from the epic Clayton Makepeace tribute event that took place this past Thursday. The lesson learned from Clayton that I chose to share (there were many others, but I had to pick one) was his 5-step...

Gary Bencivenga’s 10 maxims for copywriting and marketing success

Gary Bencivenga’s 10 maxims for copywriting and marketing success

The legions of lessons from the epic Clayton Makepeace tribute event this past Thursday continue. And as promised, I'm going to attempt to sum up the 10 brilliant copywriting and marketing maxims that the legendary Gary Bencivenga shared at the event. So let's get...

Lessons from 15 direct response giants

Lessons from 15 direct response giants

Issue #123—March 19, 2021 Yesterday's Clayton Makepeace tribute event was epic...I hope you were there to hear it. (If you weren't, or weren't able to stay for all of it, I hear that Carline Anglade-Cole...who put on this amazing tribute event...will be making the...

Kicked out of “Charm School”?

Kicked out of “Charm School”?

Back when I was a freshman in high school, my well-meaning parents signed me up for "Charm School". Maybe they thought my propensity for being "blunt" needed to be curtailed...or they wanted me to be more of a "girly" girl, having grown up with brothers...or they...

Once a snob, always a snob

Once a snob, always a snob

Issue #121—March 5, 2021 This morning while sipping my coffee I got distracted with vacation planning. It's my favorite thing to do, as I've mentioned before. We're planning to stay for a few nights in a beach town in North Carolina to attend a friend's wedding one...

Drumming first thing every morning

Drumming first thing every morning

If you're a copywriter looking to speed your way to the top...or increase your earnings, decrease your client "headaches", and live the lifestyle you want...then you're not going to want to miss this second set of tips from the "Good Advice Gal" herself. (If you...

It’s a long slog to the top (or is it?)

It’s a long slog to the top (or is it?)

This morning was one of the first mornings in a while where there hasn't been snow or ice on the roads preventing me from getting my workout done first thing. It was a "no excuses" kind of morning...so I hit the gym to squeeze in some cardio and strength training. As...

The “Rodney Dangerfield” of copywriting

The “Rodney Dangerfield” of copywriting

Issue #120—February 19, 2021 Emails may well be the "Rodney Dangerfield" of copywriting. They just get no respect. And by respect I mean, many companies don't value them as much as they should. When I hear the paltry fees some clients want to pay copywriters who write...

Can’t sleep? (What’s in Kim’s Mailbox to the rescue!)

Can’t sleep? (What’s in Kim’s Mailbox to the rescue!)

What's in Kim's Mailbox? After Sunday night's Super Bowl game, I didn't have any trouble drifting off to dreamland. It wasn't that exciting of a game, after all...at least the second half. It got a bit boring (and sad) watching Patrick Mahomes get knocked about like a...

WWGD (What Would Gene Do?)

WWGD (What Would Gene Do?)

Issue #119—February 5, 2021 Gene Schwartz's book, Breakthrough Advertising, is one of the greatest books ever written on copywriting and positioning. It galls me that it was never once mentioned when I went through my MBA program in marketing (and likely still isn't)....

“Danger! Will Robinson” (on taking that full-time gig…)

“Danger! Will Robinson” (on taking that full-time gig…)

Distractions, distractions. That sums up my day today, which is why I'm getting this issue out to you so late. Today's topic is something I haven't covered much before...but often comes up in copywriting and mastermind groups I'm in as well as in my mentoring...

This week’s Copy Insiders: Eva, can I see bees in a cave?

This week’s Copy Insiders: Eva, can I see bees in a cave?

We made it! It's Friday...and it's already the 22nd of the month. We're nearing the middle of a 10-day palindrome streak, too (that's when the dates read the same backwards and forwards). In fact, in honor of this rare palindrome streak, I've selected an obscure and...