The World’s Worst Actor (And Why He’s Better At Content Than You)

In 1810, the worst actor ever took the stage as Romeo. His name was Robert Coates, and from a young age he’d known he was born to take the stage. The stage disagreed, but Coates was in possession of a £40,000 per year income. I’m not sure what that works out to today, but it’s definitely multiple millions, and the kind of cash that can…

Read More

Marketing Luxury

A quick lesson for anyone who wants to charge more: Vertu make luxury smartphones. They probably don’t work better than any other smartphone. They don’t even need to work as well, since most people who buy them aren’t actually going to want a smartphone. But they still cost about £7000, or about 16.5 iPhones. They’re not trying to make a product that’s functionally better. They’re…

Read More

Are You A Green Or A Purple?

Read this: Workplace discrimination prompts ‘whitened’ job applications Does it seem familiar? It’s fairly common knowledge that there’s a bias in favour of white people in the employment market, but here’s something you may not know: it’s not just bigotry. In fact, it’s rational. Tim Harford talks through the psychology behind this in The Logic Of Life. In the experiment, students were divided into 2 groups…

Read More

How To Not Suck At Writing Headlines

When you’re trying to write a headline, think about where your prospect is coming from. What do they know about you already, if anything? When you know that, you’ll know how to attract their attention right away. Gene Schwartz, direct response god, puts it better than I do: If your prospect is aware of your product and realises it can satisfy his desire, your headline…

Read More

When Long Copy Doesn’t Work

Ask any experienced marketer, and they’ll tell you ‘long copy outpulls short every time’. And usually, it does. But there’s a weird double-standard at the moment where the same people who will encourage you to make your copy as long as possible insist that your VSLs should be at most 4 minutes long, because ‘people don’t watch long videos’. And sometimes, ‘long’ copy can be…

Read More