The Single-Page Sales Letter
That Was So Amazingly Successful ...
They Had to Build A Bigger Bank!

It seems I owe you an apology for last week's blog entry.

Somewhere amidst the meetings, phone conferences, and general chaos that comes with launching a business, I overlooked a perfect opportunity to not only present you with a must-have Swipe for your collection -- but also pay tribute to one of the best the business has ever seen.

I'm...

Buy Volvos. They’re Boxy
(But They’re Good).

A Crazy Lesson on Truth in Advertising

Ever see the movie Crazy People?

I love that movie. Not because of the actors (although Dudley Moore, Daryl Hannah, Paul Reiser, and the rest of the cast all put in solid performances). Rather, it’s the premise I love – the entire movie is about Truth in Advertising.

In the film, Dudley Moore plays an advertising executive going through a breakdown...

You know those bundles of flyers that arrive in the mail each week?

I always make it a point to sit down and read them … usually as soon as they hit my mailbox. Because sometimes, amidst the pizza coupons and satellite TV pitches, I’ll stumble across a great swipe for my collection.

Like the swipe I have for you today.

...

The first thing I’d like to talk about with you today is a brick wall. Why a brick wall? Because when you think about it, it’s the perfect metaphor for internet marketing. Lots of bricks persistently stacked on top of each other until they eventually create a giant building. Remind you of anything? Isn’t everything in internet marketing a series of persistently done tasks that eventually bring great outcomes?


Well, there’s just one thing missing from our metaphor here…The...

Anybody who operates in the direct response game knows that copy matters. Good copy can and often is the difference between a .01% conversion rate and a 10% conversion rate.

But one aspect of direct response that gets overlooked or dismissed time and time again is design, and just as with copy, design can also be the difference between a .01% conversion rate and a 10% conversion rate.

Yes, copy is critical. Absolutely. You’ll get no argument from me there, not...