Creator of Bespoke Marketing Campaigns… Follow Me for Practical Business & Self-development Lessons. https://shor.by/geraintclarke

Lessons for writing compelling copy

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Let’s cut to the chase. You have copywriting questions, and after writing the sales copy for hundreds if not thousands of product pages, I have answers.

A Cheat Sheet for Optimizing Your Copy To Digest in 1 Minute or Less

  • Make your description sound bigger than it is. It’s not grey, it’s gun-metal grey. Use more adjectives.
  • Make the copy easy to understand. Simplify the products USP (unique selling point). It’s not a system for optimizing dynamic customer flow, it’s software to drive more sales.
  • Make the product sound inexpensive by undermining your competitors. Use lines like why pay more? Or like X, but half the price.
  • Make it sound high-quality if it’s not…


STEAL THIS CAMPAIGN

Restrict supply and generate more demand than you ever thought possible

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Lack of availability is an aphrodisiac in marketing terms.

The less you have, the more valuable it becomes — not everyone will be lucky enough to own it.

Today I’ll be telling you about the most under-utilized tactic in stock-control: the ballot.

With a ballot, you’ll be selling more than you have and accepting the funds of only a few lucky buyers.

I Was Sucked In by It, so I Knew Others Would Be

This entry of Steal This Campaign is quite meta for me because I’m telling you to steal a campaign that I stole from someone else. You’re stealing what’s already been stolen.

In December 2016, I received an email…


Lessons from a decade of shaping & supporting brands

A man in a red hoodie.
A man in a red hoodie.

Let’s cut to the chase. You have branding questions and after creating, shaping, and supporting brands for ten years — I have answers.

7 Tips on Personal Branding You Can Digest in One Minute or Less

  1. Create a character that people can aspire to be. Everyone wants to be a revered celebrity, whereas nobody aspires to be like their mailman, Jeff. Elevate your persona to elevate your status.
  2. Exaggerate and amplify the aspects of your personality that people are already drawn to. Are you straight-talking? Are you nurturing? Turn it up to 11.
  3. Play to your strengths. Don’t choose a subject you know nothing about because it seems profitable. …


The ultimate story of a marketing campaign gone wrong

Skull on black background
Skull on black background

Imagine getting death threats for a campaign you’re running. Now imagine if that campaign wasn’t a campaign at all, it’s a server outage.

A technical time-bomb that’s out of anyone’s control — and it’s blown up in your face.

The timeline:

  • At hour 1, it started as a fun campaign.
  • By hour 24 our plans were hijacked by a server outage. The campaign was abandoned.
  • By hour 48 it was a public crucifixion and a call for my head.

This is the story of a marketing campaign gone wrong and my diminishing hope for online etiquette.

Are You a Member of Any Mob?

If you have a…


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Use playable, ready-made HTML5 games — it’s easier and cheaper than you think

A yellow car with its headlights on.
A yellow car with its headlights on.
Editor’s note: This article is part of a series, Steal This Campaign, wherein we highlight creative, achievable, and unique ideas that you can steal or replicate parts of in your own marketing campaigns.

Have you ever wanted to create a mobile game for your business or product launch, but assumed it was too expensive?

I have a secret to tell you. You can buy one for pennies.

The Envato Market sells these playable, ready-made HTML5 games that work across all devices. …


Lessons from sending 15 million emails per year

Crumpled pieces of paper in a speech bubble.
Crumpled pieces of paper in a speech bubble.

Let’s not waste time, you have questions and after sending 15 million marketing emails per year for six years — I have answers.

11 Email Marketing Tips You Can Digest in One Minute or Less

  1. Text-only emails aren’t dated, they’re direct.
  2. The subject line is everything, the call-to-action is not. People will click random text links just as much.
  3. As long as it’s engaging, it doesn’t matter how long your email is.
  4. Avoid the junk folder by testing with Mail-tester.com
  5. Daily emails are overwhelming, weekly have the potential to get lost — shoot for the middle in terms of send-frequency.
  6. Sending from your personal name vs. …


STEAL THIS CAMPAIGN

A mini-hack for reaching customers every day of the week

A zebra.
A zebra.
Editor’s note: This article is part of a series, Steal This Campaign, wherein we highlight creative, achievable, and unique ideas that you can steal or replicate parts of in your own marketing campaigns.

January is International ‘Walk Your Dog’ Month. Seriously, I did not make that up.

As a dog owner, to me, every month is walk your dog month. I don’t just walk my dog in January. If anything, due to the seasonal frequency of rain, I probably walk my dog less in January… anyway, I digress.

There’s a World Toothache Day, World Procrastination Day, and some other nonsense…


STEAL THIS CAMPAIGN

This simple system creates a rush with zero budget

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Editor’s note: This article is part of a series, Steal This Campaign, wherein we highlight creative, achievable, and unique ideas that you can steal or replicate parts of in your own marketing campaigns.

Foreplay is the anticipation of what’s about to happen. A slow journey towards your destination… one you know will be worth the wait.

With that metaphor established, foreplay in marketing terms is a waitlist, queue, or line.

In today's article, I’ll give you the exact copy and method I used to create hundreds of thousands of dollars in revenue during an otherwise run-of-the-mill sale.

What Do I Mean by “Virtual Line”?

Essentially you’ll be…


STEAL THIS CAMPAIGN

Add the ‘product or Bublé’ game to your email marketing mix

Image: “King Slayers of Buble?” text over graphic
Image: “King Slayers of Buble?” text over graphic
Editor’s note: This is the first article in a new series, Steal This Campaign, wherein we highlight creative, achievable, and unique ideas that you can steal or replicate parts of in your own marketing campaigns. 

This is by far, one of the funniest email campaigns I’ve ever run — and one that you can totally steal. It created such a clicking frenzy that the product we were promoting sold out in under ten minutes.

It all started with a phone call…

“I want to send people on a virtual treasure hunt and every wrong answer takes them to a Michael…


The truth is, you’re supposed to feel bad sometimes

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Have you ever felt down? Like everything is going wrong and the world is against you?

Ironically, we all have. When external factors dictate our life’s path, and we find ourselves spiralling downwards, it’s very easy to assume you’re depressed.

Often you’re not, you’re justifiably sad.

If you’ve lost your job, your relationship— or you’re financially struggling and locked in the confines of your home, it’s normal to feel down. If you’ve got nothing exciting to look forward to or aim for, it’s normal to be a little self-loathing.

You’re supposed to feel this way to motivate you to change…

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