Have you heard the expression ‘sell the sizzle, not the steak’ Reader? Or ‘focus on the benefits, not the features’? In 15+ years writing online sales copy for other people’s businesses, I have heard those two a LOT. From clients. From other copywriters. From business/marketing coaches who mean well, and are trying to improve a sales page they’re critiquing. But, in my opinion, if you’re selling an online service, coaching, group program, course or similar, it’s really crap advice. ‘Sell the...
20 days ago • 2 min read
I’m nearing the end of the third week of having sciatica. Most of the time, I’m pain-free - unless I sit down. And my leg does what it’s supposed to with about 80% reliability. This morning I felt good enough for a shuffle around the supermarket to retrieve some essentials. Sitting in the car park, before embarking on this quest for bread, bananas and Son #2's weekly fix of sausage rolls, I reminded myself of my Doing Hard Things mantra: This can be therapy or torture or somewhere in between,...
24 days ago • 2 min read
It's back - I've missed doing these wrap emails. Every week I come across so many things that make me think 'ooh my Comfy Business people would love this' but I don't really use social media, and so I forget to share them. So I'm bringing back the Weekly Wrap. Here's a selection from the last 7 days that you might love: New blog post from me: Suit Yourself Decision Sprint - 9 prompts to help you decide whether to do that thing you want to do but keep putting off. Repeat Repeat Results...
about 1 month ago • 2 min read
I knew from the opening scene that I had seen this film before Reader Last Friday morning I settled down to enjoy my weekly movie date with myself, a pint of tea, and a huge bag of Butterkist to hand. I’d chosen Her - a film that had been on my watch list for two years but until now hadn’t been available on any of the five streaming platforms I paid for. So when it rocked up on Netflix last week, I knew it was my Friday morning film. And then I saw Joaquin Phoenix at work in his office job,...
about 1 month ago • 2 min read
Over the last 16 years (yes, really) working in online marketing, I’ve had hundreds of conversations with business owners trapped in a marketing thought loop. It sounds like…… “There’s this thing I want to try out / stop doing / achieve, but… What if I break everything else that’s working well What if I hate it What if I fail It’s not really how people are supposed to do this I should be working on this other thing instead…..” They can't see a way forward because each thought generates two...
about 1 month ago • 1 min read
Reader, do you tell yourself things like …. When I have more time, then I’ll be more consistent with my marketing. When things calm down a bit, then I’ll do that thing I really want to do. When I reach some imagined state of calm, then things will be easier. That’s When-Then-ing. But When-Then isn’t coming. I know this. A whole chapter of my book, The Comfy Business Playbook, is dedicated to making choices that are right for you and your business now, not holding out for a future reality that...
about 1 month ago • 2 min read
I tend to rush into the ‘doing’ part and skip essential prep, Reader My brain gets intensely annoyed by anything getting in the way of what I want to be doing right now. Like, when it’s a beautiful day and I’m in the mood for a bicycle ride, I just want to jump on and start pedalling. I am not inclined to pause to check and pump the tyres. It’s frustrating enough that I’ll have to get dressed, organise a drink, drag the bike out of the garage and lock up the house. That already feels like a...
about 2 months ago • 1 min read
Imagine doing what it takes to get people's attention, building a connection with them, developing trust, and then after all that effort, sending them off to a rubbish sales page that’s pitching an offer they don’t really want. Of course, you wouldn’t do that on purpose Reader - it would be a total waste of your effort, and their time. But you may be directing your online audience to a sales page that could be better, that’s pitching an offer that could be more attractive. Your marketing...
about 2 months ago • 1 min read
My brain has a mighty powerful But Why Reflex, Reader If someone tells me to do something, it is very difficult for me to do that thing if I don't understand the logic behind why we’re doing it. I’ve been making money online for more than 15 years, and in all that time, I have really struggled with using urgency to sell. I know that it works. I know that it’ll help me make more sales, so I’ll be helping more people. I know that some buyers find it helpful to have a set window of time in which...
2 months ago • 2 min read