Joseph Sugarman’s 64 elements of copywriting checklist

Joseph Sugarman is one of the great copywriters. He’s sold just about everything there is to sell in just about every possible medium to sell it in. In this excellent book The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters, he lists 64 elements […]

How to construct persuasive sales benefits

Whether selling through written word or speaking, people respond better to your sales presentation when you sell them on the benefits of your product or service. There are lots of ways to communicate a benefit but the most persuasive sales benefit I’ve ever seen looked like this (and I’ve written it for a real estate […]