“Witty” “punchy” “trendy” “tantalizing” “funny”. Those are qualities many people think make a good ad. But here’s the un-sexy truth. Many times it’s the most

As I’ve coached, vetted or critiqued copywriters, one of the most common mistakes I see is over-reliance on their “Swipe File.” For sure, Swipe Files

AI-dependence is devouring people’s ability to think. That’s bad news for marketers, because it multiplies mediocrity and stifles potential marketing talent in new recruits. The

In advertising, the control is your enemy. Never rest on your laurels. After momentary celebration acknowledging a new Top Performing Ad, put the tactical gear

If you create a winning ad or promotion, never use it only once! You already put in all the work, time and resources to create

If you want to succeed selling 1-to-many, you must understand, that the primary determinant of your success is your LIST. Your audience of prospects is