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Many copywriters work with what I call “a big rock” mindset—making sure you take care of the most important things. I’m sure…

In lots of copywriting courses, you’re taught to have a “You” perspective… Basically, the words “you” and “your” in copy are said…

Everytime time I think about it, I keep kicking myself. A while ago, I wrote an email about upsells. I discussed some…

I’ve never read this anywhere, but I think there’s a cognitive bias for “going broad.” I’m talking about when you’ve got a…

We’ve talked before about how when you’re emotional, whatever comes after you’re in the heat of that emotion, tends to get viewed…

I always get inspired by Eugene Schwartz’s principle of channeling desire: “Let’s get to the heart of the matter. The power, the…