You've seen ads that have maybe a sentence and a logo, at best; and if you're an Internet shopper and/or marketer, you've surely seen those sales-letter Web sites that scroll on and on forever.

More on "Concise vs. Curt: How to Keep Them Reading Your Copy Without Turning It Into Empty-Calorie Sound Bytes" by David Garfinkel

Two questions for you:

1. Have you ever gotten so mad about a situation that you finally got jolted out of indecision… and took strong action which resulted in a purchase (to fix the situation)?

More on "Emotion: 4 Ways to Use Emotion to Get Very Happy About Your Sales!" by David Garfinkel

?Most of us, in our civilized society, rely too heavily on reasoning capacity to make things happen. We?ve been raised to believe that logic will prevail. Logic, in and of itself, will rarely influence people. Most often logic doesn?t work.?
- Herb Cohen, You Can Negotiate Anything

More on "The Underwhelming Power of Logic: How Rational Copy Can Stop Sales Momentum Dead In Its Tracks" by David Garfinkel

Most people think it?s by having a good idea.

I?ve got some news for you. A good idea is a necessary first step. But it?s not enough.

I remember a marketing consultant ? a brilliant woman, gifted in many ways, but afraid to make mistakes ? who would craft beautiful ideas for people and charge them a lot of money.

More on "When You're Selling Information, Here's Why A Good IDEA Is Never Enough How do you all but guarantee success in marketing information products?" by David Garfinkel

Breakthrough Copywriting Seminar Reveals
Fast-Track To Results-Based Advertising

Now direct marketing copywriters can eliminate hours of preparation time, writer's block and indecision with new methods pioneered at the Breakthrough Copywriting Seminar, February 18 -20 in Las Vegas. Small-group, hands-on program tailored to new and experienced copywriters seeking better results, more quickly, on the Web and in print advertising.

More on "Case Study: How to Use A Press Release To Generate Direct Response Here is a "sneak preview" of a press release scheduled to go out over the Web on Friday" by David Garfinkel

"Pinpoint: How To Exactly Present Your Business To Your Market? Here's a Surprising Source of Information for You!" by David Garfinkel

"The difference between the almost right word and the right word is really a large matter — it's the difference between the lightning bug and the lightning."
- Mark Twain, in a letter to author George Bainton

More on "Pinpoint: How To Exactly Present Your Business To Your Market? Here's a Surprising Source of Information for You!" by David Garfinkel