Scott Bywater

Don't Try to Sell Ice to the Eskimos

Contrary to popular belief, it's not just the ad copy that really matters. You also need to consider the medium, or where the ad is placed. Yes, despite the saying, it's very hard to sell ice to the Eskimos. When you advertise, you need to make sure... Read >

Forget About "Opinions" When Writing Your Advertising

How much writing should go in an advertisement? This is one of the conversations I have with my clients on a regular basis... Client: Will people read all that writing? Me: Direct marketers have proven over and over again that if you grab someone... Read >

A Shocking Discovery by Yahoo!

I recently came across a new study from Yahoo! Inc. and their partners that revealed something very interesting about how your customers are using the Internet to do business with you. And it's something that impacts heavily on all businesses on and o... Read >

The Real Reason Businesses Fail

Have you ever wondered why some companies seem to enjoy an endless flood of customers pouring into their business... While others in the same industry - selling the same products to the same market - seem to struggle to attract any customers at all? ... Read >

How to Get Other Businesses to Promote You For FREE

Imagine having to choose between two advertising options. Both options make the same offer, use the same copy, have the same cost and reach the same prospects. In fact, both are exactly the same in every detail - except for one small difference. Yet... Read >

Beat Information Overload With a Household Teabag!

Picture this. You've just sent your prospect a killer direct mail piece and you know there is a good chance it will be responded to. But unfortunately, there is just one small thing that you've overlooked... and you probably didn't even know about it.... Read >

Do you Make This Common Mistake in Your Mailings?

Imagine... a proven method to doubling the response of any direct mail campaign, yet most marketers aren't doing it - incredible! What am I talking about? Well it's a simple yet powerful way to harvest twice the profits from every direct mail campa... Read >

What Ad Agencies Don't Want You to Know

As you know, I have a lot of different clients in my copywriting business from different industries and countries, and one thing never ceases to amaze me... It has to do with the 3 dirt cheap marketing weapons that ad agencies don't want you to know ab... Read >

Why Working on Your Weaknesses is Just Plain Dumb

Have you ever been told you should work on your weaknesses because you already know your strengths? Well, today I'm going to offer you some contradictory advice. I'm going to tell you to work on your weaknesses within your strengths. What? "Wha... Read >

Why I Love Cosmo

Whenever I'm at the hairdressers, chiropractor or doctor I always look around for a copy of the Cosmopolitan Magazine. Why do I read a women's magazine even though I get strange looks from other patients and customers. The answer is simple... No, it... Read >

An Unconventional Rapport Building Tip

I'm glad you're reading this because you're about to learn one of the fastest way to build rapport with your prospective customer. And it's... NOT finding a common interest NOT talking in their unique language (i.e., talking differently to accountan... Read >

Are You Incubating?

Years ago, when I first started out as a copywriter, started rewriting the great sales letters in my own handwriting, spending every spare moment reading another piece of sales copy. I found that something strange occurred... When I was working on a piece... Read >

A Million Dollar Secret From McDonalds

Do you want to know the quickest way to add thousands of dollars to your bottom line simply by adding a single sentence to your sales pitch? One example of this sentence has been used by McDonalds for years: "Would you like fries with that?" Well, p... Read >

Are You Leaving Money on the Table?

Not 1 in 100 business owners who read this will actually follow through on what I'm about recommend. Why? Because although it will set you heads and shoulders above your competition... although it will put thousands of dollars in your pocket... it... Read >

How to Have Creative Ideas

If you've been interested in direct marketing and advertising for some time, you've probably heard the theory that you should test everything. Well, I'm about to tell you this sort of advice is DEAD WRONG. Why? Because obviously it's impossible... Read >