Common copy blunders you could be making

Common copy blunders you could be making

Today I’m going to talk about some of the most common blunders you could be making with your copy—no matter if you’re writing an email, sales page, Facebook ad, or any other type of promotion. These are response-killing blunders I see copywriters and business...
Your older audience is not what you think

Your older audience is not what you think

Ever since I got my first marketing job more than three decades ago, I’ve been working with products aimed at primarily an older audience — mainly 60+ and older. My first marketing gig was with a major health insurer in their individual market division...
The man who cracked the guru code

The man who cracked the guru code

This afternoon I got sad news. The legendary founder of the publishing company I worked for before going freelance — Tom Phillips — passed away after a long illness. Tom started Phillips Publishing in 1974, in the converted garage of his home in Chevy...
“Sweaty”

“Sweaty”

Today I read an article that talked about the word “sweaty”… and it’s something you never want to come across as with a prospective client. I’m not talking about actually sweating (what was that old deodorant ad? “Never let them see...
The $10,000 Sazerac

The $10,000 Sazerac

A few weeks ago, I woke up in the morning after having a weird dream. In my dream, I was in an upscale lounge in New Orleans. I went up to the bar and ordered a Sazerac — a cocktail made with rye whiskey, absinthe, and other ingredients. It’s a classic...