G'day Friend,

Probably gonna piss a few people off today. But oh well. That's how it is.

Listen, I've seen pretty much every book on copywriting. Heard every guru speak. I know what they all have to say about the one big thing - the "most important thing" - in copywriting: your headline.

Now, there's a few truths I want to share about headlines. But I won't do it all in this post. Otherwise, it'd be 30+ pages. So we'll keep it simple.

...

Dear Fox Marketing Entrepreneur,

The other day I was chatting with a friend and business partner. During the conversation, he mentioned a friend of his who was planning to start a business. But the man gave up when the economy went sour. And so did hundreds and thousands of others.

Why?

An assumption tossed their dreams in the bin. And they let it happen.
Any assumption without proper research - i.e. a guess - can easily, and quickly, destroy your business....

Dear Little Fox Marketer,

Just the other day I was cruising some forums. I was doing this in order to find out if my intended market (writers) had a need for this particular product. While the research isn't done, I'm almost positive of one thing. They don't want it.

How did I come to this conclusion? Well, I asked. And really, that's the only way to do it. You should never guess. If there is a demand in your market, you can ask enough people and find out.

...

Heil folks!

Today, I indulged my whims a bit and took my mother and wife out to a new, small Cuban restaurant in the area. They are called "Las Palmas Cuban Restaurant," and really, their food is top-notch. The service is sufficient enough for a small establishment (husband and wife owned, one pro chef brought over from Cuba), so there are no qualms there.

Personally, I feel these people are a breath of fresh (and exotic) air. To my knowledge, the are the...