So who really likes an outrageous challenge?

Hi folks,

Have you heard of Paul Hartunian? The man renowned for “selling the Brooklyn Bridge”. Maybe, maybe not. I’ll give you a quick rundown here.

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Killer Copy Won’t Work without a Killer Order Form

Right here with order forms is where a lot of the best copy on the planet falls apart. Most are boring, not persuasive, and just plain ugly. Seems to me people, even experts, put an enormous amount of effort into writing the copy but little or none into arguably the most important aspect of killer copy, and that’s the order form.

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“Never Fight a War You Can Not Win” – General Schwarzkoff

In a sense, business is like a real war except that no-one gets killed. Here you fight a different war, most notably competitors and authorities. Like Schwarzkoff, I don’t advocate choosing a “war” you can not win with as little effort (time, money and casualties) as possible.

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