Category Archives for Advertising

The Truth About Ads Part 5 [Copywriting Guides]

The Truth About Ads Part 5 [Copywriting Guides]

People often mention intrigue as a way to sell. What it sometimes means is not being straight. I see this a lot in IM ads. If you only sell the vision with no mention of what or how, it’s a blind sale. Here’s an example from my inbox this week. It comes from a long […]

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The Truth About Ads Part 5 [Copywriting Guides]

The Truth About Ads Part 4 [Copywriting Guides]

Here’s an heroic ad today with a brand that turned from hero to villain almost overnight. In the 1950’s Volkswagen employed a new advertising agency who believed in simplicity. Their first campaign used the slogan “think small” (whilst the whole US auto industry was ‘thinking big’, they twisted it round and made Volkswagen stand out). […]

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The Truth About Ads Part 3 [Copywriting Guides]

The Truth About Ads Part 3 [Copywriting Guides]

Here’s another in The Truth About Ads series. This one may be of slightly more interest as it claims to automate copywriting. It’s a software product that asks you a bunch of questions and then compiles an ‘oven ready’ script. There’s a problem though. The ad selling it doesn’t use it. Why is that? Because […]

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The Truth About Ads Part 2 [Copywriting Guides]

The Truth About Ads Part 2 [Copywriting Guides]

Next up in The Truth About Ads series is another typical Internet Marketing style product. They’re easy to spot as I’ve mentioned on numerous occasions because of their price points. They always end in a 7 (no other products I’ve ever seen do – just IM products). In this example it’s $27. The pre-header leads […]

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The Truth About Ads Part 1 [Copywriting Guides]

The Truth About Ads Part 1 [Copywriting Guides]

If you’ve ever wondered how so many people find it so easy to make 6, 7, or 8 figures online, read on. I’ve been watching the Internet Marketing industry since it began, so I’m constantly leaving behind a trail of online cookie breadcrumbs. Anyone who is anyone in the IM world uses those cookies to […]

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How Patterns Determine The Viability Of Great Sales Copy

How Patterns Determine The Viability Of Great Sales Copy

We see the world through our own eyes. But that’s not what we’re really seeing. What we’re really seeing are patterns. We’re matching groups of photons to previous groups of photons we’ve experienced. It’s the same with hearing, smelling, taste, and feeling. We’re born into the world with no experience other than the womb, plus […]

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How Audience Awareness Affects What Copywriters Write

How Audience Awareness Affects What Copywriters Write

Awareness is a big deal in advertising. If everyone is fully aware of something and they have a desire for it, then the only things stopping them buying it are a) they don’t have the money or a means to get the money, or b) they have a desire, but very little need (the only […]

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