What’s the single best way to make sure you get what you want out of the writers you’ll hire? I’ll give you not just one but seven easy ways to guarantee a quality result, in today’s issue. And by the way, don’t skip this if you’re the writer instead of the client… because this list … [Read more…]
It’s natural to get angry. And certainly, some pretty hot-tempered, “hair-trigger” individuals have still managed to do some very great things. But I raise this point for a reason…
“If I had to give young writers advice, I would say don’t listen to writers talking about writing or themselves.” – Lillian Hellman Via an old friend, a young writer sent me an email: How, he wanted to know, should he get started? He’s a good-hearted guy, a poet, and does some work in the … [Read more…]
Copywriters are hired guns. We usually don’t create the products we sell, just get hired to sell them. So how, pray tell, are you supposed to write copy that sells a product that… well… stinks?
It’s shameless, really, the way I dote. To some of my friends, it’s even downright embarrassing. Yes, I confess, I’m crazy for Cupertino — particularly the stuff that comes out of you-know-which-company. The iPad and iPods, Macbooks, Minis, the Time Machine, the iMacs, the iSight and more — you name the Apple product, and it … [Read more…]
LOTS of people study copywriting. Only a few of those actually make the leap and DO it. What makes the difference between them? Getting that FIRST client. When the “big time earning” copywriters look back, it often feels like it was no big deal. But looking forward, I understand it can be daunting. That’s why I’ll let you in on a little secret…
Great design can’t do diddly to help bad sales copy. Great sales copy can often succeed despite bad design. But when great copy and great design work together? Watch out. So how can you make sure you’re getting the best work from the person who will layout your lovingly crafted sales letter?
“For a list of the ways technology has failed to improve the quality of life,” says Alice Kahn, “please press three.” I’m sure you know what she’s talking about. And even if you don’t, let me ask you this: How often do you, you know, do “it?” Maybe once in the morning… and again in … [Read more…]
Sometimes, it’s all too easy for your best intentions to… er… fall flat on their face. I’m sure you know what I mean, especially this time of year. You start out your New Year with the best of intentions, full of hope and promise. But just a few months in, the unexpected gets in the way. Or worse, a mega-blunder. ..
Shelly Lazarus has picked up a few things in her 35 or so years with ad agency Ogilvy & Mather. So says an article that appeared awhile back in the Economist…