When my wife released her controversial report, Internet Marketing Sins, we received mixed reactions. As expected, of course.

Some people thought it was about time someone spoke out on these underhanded tactics and stupid marketing tricks. Others praised Sylvie’s efforts and gushed her with appreciation.

Others, on the other hand, didn’t feel as… appreciative.

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Last week, after returning from the hospital following my wife’s mastectomy, something really cool happened. I was interviewed by Dale King, copywriter and owner of GuruKnowledge.org.

Why cool? Because I was a bit of a nervous wreck, thinking of my beautiful Sylvie and her battle with breast cancer. And being interviewed is somewhat therapeutic. It made me remember the things that are important to me, even though the interview was business-related.

That said, a lot of people said they loved the interview, so I decided to reprint it here, on my blog, for you. It also offers a few tips about how I write copy, how I think and how I view marketing in general. I also reveal what I believe is the single greatest secret to marketing.

I hope you enjoy it as much as I enjoyed doing it.

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In John Reese’s Marketing Secrets Forum, a forum in which I am the senior moderator, member John Jarowski posted a really important question. He asked, and I’m paraphrasing John for the sake of brevity:

“When a new strategy is taught by some ‘guru’, everybody seems to copy it without tweaking it. This dilutes their effectiveness and puts me off tremendously. I would think that using any ‘new’ marketing strategy is a lot less effective once it gets diluted by lazy marketers who want to do cookie cutter style marketing.”

I agree. And let me tell you why this is true, and share with you important tips on how to avoid this.

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