Are we selling happiness?

Are we selling happiness?

Yesterday morning, I got on one of those dull and anonymous rental car busses—you know, the ones that take you from the airport to the car rental place and back. Usually, the driver is not especially interest in much of anything. On this occasion, the bus driver was energetic, happy, keen to help, and smiling all the time. He was walking happiness.

He reminded me of something that’s vital in all copywriting and it’s a big one on my copywriting checklist.


Copywriting is salesmanship in words. Yes, people buy goods and services to solve a problem but, in most cases, people buy for emotional reasons backed by logic. Happiness is an emotion…just ask the bus driver.

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