Advertising expert Gary Halbert once said that deliberately trying to be clever and creative, to “dream up” an ad that would work, was a very dumb way to approach writing. You couldn’t possibly make ...

Review your ads in context, not isolation. Get practical tips to sharpen messaging, use AI wisely, and write PPC copy that ...

Whether you’re writing direct mail sales pieces, a blog, a job application or copy for your website, there are certain basic rules you can follow to help you get and keep your readers’ attention -- ...

In my previous entry, I discussed some principles for honest advertising, the most important of which is not to advertise aspects of the job we don’t have any intention of meeting with the hire. If ...