Why my dad would’ve been a great copywriter

My Dad and I were alike in many ways, humour being the one that stands out the most.

He had a dark sense of humour, and the same explosive “HA!” response I have whenever I find something REALLY funny.

(it’s so explosive, I often end up scaring my daughter with it!)

It wasn’t the darkness of the humour or the explosive laughter that I loved most though. It was the way he used it.

Whenever we went into a shop, he always – ALWAYS – struck up a conversation with the cashier and got them laughing.

I was only nine or ten, but I remember being amazed. He got people smiling without memorising jokes or pulling funny faces like I was doing at school (I still employ this tactic at rowdy corporate events).

He just made them laugh.

And he made it seem easy.

How the hell did he do that?

You don’t need to be Sigmund Freud to appreciate the impact this had on my career. I saw at an early age the power of putting a smile on someone’s face.

I saw how it opened doors, got you better service and how it just made things easier.

If you want to sell more of your stuff, you need to move customers along the magic:


…conveyor belt.

Putting a smile on their face is just one way of doing that.

How can you make a customer smile today?