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Business Lessons Everything Uncategorized

A Running List of Business Truisms / Stuff I Think About In the Shower

Be careful not to confuse revenue with profits. Don’t get “drunk” with large numbers. You can generate a ton of revenue and still have a failing business. Be careful not to confuse revenue with profits. Don’t get “drunk” with large numbers. You can generate a ton of revenue and still have a failing business. Some […]

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Brand Advertising Copywriting Training Everything

Lessons Learned From Selling 3 Million Cases of Vodka A Year

Last week, Michel Roux died. You might not have heard of Michel… But you’ve almost certainly seen his work. Back in the 1980s, Michel became the head of Carillon Importers Ltd… And Carillon’s biggest import was Absolute Vodka. At the start of Michel’s tenure, in 1981… Carillon was importing around 20,000 cases of Absolut Vodka […]

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Copywriting Training Everything

Do You Use An Outline When Writing Long Form Sales Copy?

As some of you may have seen from my talks, I have a fairly detailed sales letter outline. It’s not perfect, but it does cover all the major sections of a long-form letter, and it further breaks down those sections into little pieces. What I like about it is that: 1) It makes writing sales […]

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Copywriting Training Everything

How Studying Flemish Paintings Can Dramatically Improve Your Sales Copy

Plus: Why The First Draft of A Sales Letter Is A Lot Like A Fatty Cut of Steak… The Best Piece Of Copywriting Advice I Ever Got… How To Not Let Your Inner Critique Sabotage Your Writing Efforts… And A Lot more… One of the best pieces of copywriting advice I ever got came from […]