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No pain, no gain

Recently I explained the fascinating way Netflix defines their "markets". And it seems the idea of defining a market as a collection of people sharing the same problem resonated with people. This pleases me. I love it when folks jump on board the Conversion Engineering bandwagon! Anyways, what I noticed is that a few folks [...]

It's hard to beat a good cautionary tale. And today is one close to home. Because it's one I saw unfold firsthand, in my hometown of Fermoy, Ireland. Fermoy is a quaint little town, of around 7,500 people. Life there rotates around the beautiful bridge that crosses the River Blackwater, which flows lazily through the [...]

Shower time… Those sacred 10-15 minutes in the morning where your mind freely wanders, collecting all sorts of crazy reminders, to-dos, calendar events — and even marketing ideas! Today's email is straight from that source. Funny thing about being a copywriter… once start looking at life through a professional copywriter's lens, you see copy EVERYWHERE. [...]

What business doesn’t want an “unfair advantage”? The high-ground where you can stake your flag. The sweet spot your customers flock to, where the competition can’t go. When folks stumble on this perceived “high-ground”, the first thing they want to do is build a fence around it. Next they move to carve out a moat [...]

Netflix is about to take over the world... Or at least my world, starting next Friday night. The new season of House of Cards will be released on my productivity... like Mr. Burns's releasing the hounds on the Springfield riff'raff. The one and only Kevin Spacey will be leading the lineup for the series that's [...]

Ever heard of the company “Masterclass”? They produce amazing high quality courses. Their USP: Get the best in the world to teach a class on their craft. Serena Williams teaches tennis. Usher teaches performance. James Patterson teaches writing. Dustin Hoffman teaches acting. And this weekend they gave me early access to Kevin Spacey’s Masterclass on [...]

Today's Q&A Saturday is a special one. Because it's a two-for! We're gonna look at of the biggest problems people face when working on their USP I get to share one of the best lessons I ever learned from legendary copywriter, Gary Bencivenga Let's dive in! ===================================== I'm looking for some help with my USP. [...]

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