Where do you put the gates?

Recently I registered at a corporate website to download some whitepapers. The registration process was smooth and the documents that I downloaded were designed very nicely. However, the content was mediocre. In fact, the whitepapers were glorified brochures at best. The company must have spent a fortune to design those whitepapers. However, since they were… Continue reading

States of Awareness

I learned about this from legendary copywriting teacher John Carlton. John mentioned that he heard about his from a Navy Seal friend of his. Among the Navy Seals, I believe there are four levels of awareness. 1. White: Total Zombie This is a semi sleep state. You are not fully aware of things around you…. Continue reading