Two days after UK marketing legend Drayton Bird and I talked about direct marketing and his personal formula for copywriting, James Martell called me up and asked me to share my approach to writing winning ads.

Few people think of me as a copywriter which I take as a high compliment. I'd rather people buy than pat me on the back about how great my copy is.

James, a veteran Internet marketer and superb educator, got me to let my guard down and reveal way more than I intended about my methods.