The Marketing Test That Saved the World
In 1977 in the Horn of Africa… a marketing test saved the world. But let’s back up just a second… Continue Reading
What Marketers Do When Recession Looms
I’ve written before about what marketers and business owners can do in rough markets. Looking at what’s going on right now, maybe I should trot out that piece and run it again. Meanwhile, I came across someone else’s ideas on the same. I liked it so much, I just want to share a little of it here… Continue Reading
A Must-Hear Interview… With Yours Truly
Sometimes, you find yourself on the other side of the microscope… like this time, when I was lucky enough to sit down with master podcaster, sometimes stand-up comic, and brilliant copywriter (that’s all one person, mind you) Kevin Rogers. The… Continue Reading
Secrets of a Direct-Mail Legend: Rodale
Once in awhile, you can’t beat a good case study. And what better case study for a copywriter or direct marketer to learn from than the profile of a legendary direct-mail publisher: Rodale. Continue Reading
Beat the Natural Limit on Creativity
I’m sure, by now, you’ve heard that there are “right-brained” and “left-brained” people. The idea is that “left-brained” people are the type you’d expect to find at, say, your accounting firm’s Christmas party. “Right-brained” people, on the other hand, tend to be more artistic and possibly a little eccentric or scattered. Like, say, the bulk of ex-poets and actors working the tables at your local coffee shop. Like most generalizations, this isn’t quite right… Continue Reading
Why Simple Writing Works Better
Someone once asked me… Why I would, so often… (At least in copy)… Use so many… One-line sentences… And so many… well… of these things: “…” Of course, the above is exaggerated. But there’s no getting around it… Many copywriters really… Continue Reading
How to Tell if You’re a “Natural Born” Copywriter
A personal confession: I don’t just like being a copywriter. I also happen to like copywriters in general. As people, I mean. Why? Before you accuse me of being too kind to my own, consider. How many copywriters do you… Continue Reading
The World’s Most Famous Copywriter?
Claude Hopkins looks like a crotchety chemist. Or a vacuum cleaner salesman. At least, he does in most of the pictures you’ll find of him online. Which is appropriate considering that he sold both, as a house copywriter, until at… Continue Reading
Ego-Butter: How to Give a Copy Critique
I’ve gotten a few copy critiques in my day. I crave them, no matter how harsh, because that’s what makes the writing better. I’ve also given a few copy critiques, too. And I’ve discovered that when I’m on the handler… Continue Reading
Seven Toxic Habits That Could Wreck Your Writing Career
“It is a great thing,” said Cicero, “to know our vices.” With that in mind, let’s dig in and take a look at some positively poison habits that could dash any aspiring copywriters career… Continue Reading