Dan Kennedy and Bill Glazer

The 'secret' reason long copy usually out-sells brief copy, and lengthy sales letters out-sell short ones is simply time. The longer the prospect stays in my store... the more time he invests in my proposition, the more likely he is to buy. ... Read More

Entrepreneurs and marketers are constantly challenged to be creative. But creativity as it is commonly thought of and practiced is sin not virtue, because it is slow and ponderous; because it begins with a blank slate. One of the most profitably creative entrepreneurs of all time, Walt Disney, said "... .stop talking and begin doing." To be profitable in the real world, creativity must be fast, decisive, practical, implementable and implemented. There's little room for creativity for creativity's sake. ... Read More