These 6 Words Hold the Key to Business Success

Back when I was in college, I spent two summers working as an intern for MBNA America. MBNA was a massive credit card company – specializing in affinity cards – whose headquarters were located in Ogletown, Delaware in the early 1990s. At the time, the company was massive, and growing rapidly…and it would ultimately be […]

7 Essential Things to Tell Your Copywriter BEFORE Beginning a New Project

You’ve made the decision to hire a freelance copywriter…and you’re ready to hand over the keys to your business and let the writer produce a blockbuster new promotion. To help the copywriter get started, you’ve likely given him or her a few basics: access to your web site…a copy of an old sales letter that […]

3 Keys to Success for Any Renewal or Re-Order Campaign

One of the very first marketing pieces I ever wrote – back when I was a marketing assistant – was a “special renewal” solicitation. I was still just a kid, maybe 24 years old, and I was in charge of the renewal effort for one of our company’s financial newsletters. We had a standard, timing-based […]

The “Ordinary” Movie Quote that Can Help Save Your Marketing Copy

As far as memorable movie lines go, it’s not anywhere close to the top of the list. But one line – from one of my all-time favorite movies – is so relevant to what I do for a living that I think of it multiple times each day. The movie is the 1989 baseball classic […]

One Simple Question You Must Answer for Any Successful Campaign

Earlier this week, an interesting Substack piece by a writer named Michele Catalano generated a great deal of attention on social media. The post – titled “the right to way ‘writer’” – dealt with how writers often feel some level of insecurity about referring to themselves as writers. To some degree, this is due to […]

The Proven “Secret” for Making Even the Most Boring Business Meeting a Success

One of the more boring — but necessary — regular functions during my role as a publisher was to participate in review meetings with upper management. But it was in these meetings that I learned a productivity “secret” that I’ve used many times over the years to turn otherwise boring meetings into unlikely sources for […]