5 Simple Copywriting Principles That Help You Land Your Ideal Customer

People like to make a big spiel out of copywriting. Truth is, it ain’t all that hard. What’s hard is figuring out why people want what you do, make or sell. That goes back to that old fave of mine: psychology. In other words: you need to know who your customer is. You need to […]

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Cialdini, Marketing, Persuasion and… the Strange Power of Belief?

Last week I mentioned the new fad: touting psychology as a new thing in sales and marketing.

In reality, there is quite some research available – mostly not online but in print instead.

One of the most famous books on the topic is Robert Cialdini’s Influence – The Psychology of Persuasion (recommended read!).

In one section, he describes how our psyche works when we believe things.

Specifically, how we can be persuaded to perform specific actions, if only we believe that those actions are natural for us.

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Fish Net Stocking Biker Suits???

I crack open a beer as my friend Jan pulls up on his motorbike. It’s high summer in Holland – a dry and sweltering 35 degrees Celsius –  and I’m sitting in the shade behind my house. Been looking forward to see Jan, it’s been months. He steps off the bike and the first thing […]

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I Wrote a Guest Post – Especially Relevant for Creatives, Artists, Writers, Artisans, etc

Just a quick note here: Today I had two guest posts go live. If you’ve not read them yet, you can find them here and here. Aimed at creatives, but applicable to any solopreneur, freelancer or really anyone who is in business in order to make a difference. Like them? Do please share… Want a […]

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The First Thing You Are: In Business

Years ago, I spent a summer working at an outdoor sporting company. My job was to be concierge, mechanic and driver. Most time I spent driving a 24-seater mini-bus, taking tourists up into the mountains. They would get into a kayak, make their way down to the valley, and there I would pick them back […]

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Why Sending Daily Emails Gets Me High Open Rates, Traffic, and Fanmail

If you’ve been a subscriber here for any length of time, you’ve probably been surprised at the nearly daily emails I’m sending lately. And before anything else: I do hope it’s not too much for you. If you do feel that it’s too often, or if you don’t feel my thoughts are worth your time, […]

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Build It. They Won't Come. Plus, the Solution

Isn’t sad when you see good people make bad decisions? I can’t stand it: Someone comes up with a good idea, and then they just murder it off. Point in case: Back in April, a friendly couple here in town decided to start selling soft-ice on the beachfront. By all standards, a great idea: Tropical […]

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Why My First Ever Client Will Never Go Anywhere

Recently I worked on a client project with an incredibly smart User Experience (UX) expert. We fell in love with each other’s work, and a few weeks later she ordered some copy from me. During the briefing process, she told me one of THE most important notions in business: To the end user or customer, […]

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Warning: Old Psychology Wine in New Bags Coming Your Way

There’s a brand-spanking new trend in marketing land. If my calculations are accurate, you’ll be slammed and bombarded with it inside of two months. EVERYONE is going to fly this here freak-flag, and all the marketing boys are going to be all ‘REVOLUTIONARY SHIT YO!’ at you. You just wait and see. Right now, it’s […]

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Do What You Say, or They Walk Away. (Good Thing I'm Not a Poet)

Sometimes, big boys make big mistakes. Today I received an email from WhichTestWon (interesting site, btw – I can recommend it if you’re into testing). Which by the way, is something I recommend to all my clients. Test, test always be testing. Test early, test often. Anyway, onwards: the email promised me a free download […]

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