Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide..

Everybody saw my successful advertising and thought I was a big success. But, behind those successes were several failures that I had to learn from ….

If it is your assignment to write copy for a product or service that you really don’t have a feel for, then you have a great deal of studying to do t….

Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem..

What you focus on expands..

You sell on emotion, but you justify a purchase with logic..

All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy..

View every problem as an opportunity..

You must become an expert on a product, service or anything you write about to really be effective..

Not many people are willing to give failure a second opportunity. They fail once and it is all over. The bitter pill of failure is often more than mo….

If you follow only one rule, let it be this one: Be yourself. The really strong boy-girl relationships are based on what people really are, not on wh….