Stumbling across the above Benjamin Franklin quote gave me a great excuse to write about an important, yet frequently overlooked, issue in the copywriting process: the copywriting brief. Besides, I love a theatrical opening. When I meet with a client to prepare for a new project, I ask a lot of questions. Although I love listening to people's stories, my grilling has a purpose: I'm pulling together the bones of a brief. While you may wonder, "Sheez, why all the questions?", t

Is your marketing copy failing to convert visitors or readers into sales? You're frustrated, unsure of what's causing the issue? It could be that you’re making one of the most common copywriting errors. Writing for yourself rather than for the people you're selling to is so easy to do. But it's also disastrous. You simply won’t have the impact you desire, no matter how eloquent your words. Industries and markets continue to heat up, giving us more choice than ever before. Esp