by Casey Demchak | Apr 11, 2016 | Headlines
Often, it is overlooked subtle techniques that give your sales writing a professional polish. One of these techniques is learning to master headline setups and payoffs. Setups and payoffs are the crisp connection that binds your headline with the first line of body...
by Casey Demchak | Mar 15, 2016 | Copywriting Techniques
Today I want to focus on a direct response sales writing secret that is often overlooked. It’s called “selling the savings” or “selling the value.” This is an ideal way to sell B2B consulting services, books, coaching programs, and other products where you can...
by Casey Demchak | Feb 4, 2016 | Copywriting Techniques
Although I keep track of current events, I don’t consider myself a real political guy. However, during this election season I am certain I’ve discovered one thing conservatives and liberals have in common. Before they read marketing copy, they give it a glance and a...
by Casey Demchak | Dec 10, 2015 | Key Message Copy Platforms
In my last post, I revealed why a Core Message Platform should be the first marketing piece you create for your products, services and books. Today I’m going to provide a quick review of what a Core Message Platform is, and then give you a structure for creating one...
by Casey Demchak | Aug 3, 2015 | Medical Device Descriptions
There’s no doubt about it. Medical marketing comes with a pretty unique set of challenges. That’s because every word you write falls under the scrutiny of the U.S. Food & Drug Administration (FDA), state agencies and your own regulatory and legal consultants. In...
