Those of you who have been reading these blog posts for any length of time know that I often quote (and refer to) Gene Schwartz…and for good reason. Not just as a copywriter or a marketer…but as a true Renaissance man. This week, while working on a new book based on Gene’s classic tome, Breakthrough Advertising, I ...

In one of the mastermind groups where I am a member, someone posted a question whether they should use (for their students for a charter membership offer), a free trial, a one-dollar offer, a short term/lower priced offer…or simply charge them full price. And the answers that came back from a group (who are some ...

The first time I entered your inbox with this Sunday missive (some of you may recall that fateful day) was 8 years ago this week, in honor of Valentine’s Day 2014. At that time, it went out to a small group of family and friends (a VERY small group) …but I maintain that it was ...

Most awards given to marketers are silly…especially when they are based on anything but positive results. Be skeptical when a marketer gets an award for an ad that looks pretty or because it contains clever copy…it’s far more important to find out if the ad worked (by some significant metric, whether related to response, sales ...