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
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
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
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
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
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
Turns out that a survey of marketing execs from 32 different consumer-product companies showed a distinct disadvantage for companies that carried a Masters of Business Administration grad at or close to the helm… Continue Reading
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? Continue Reading
The general rule is that good design can’t make bad copy work, but bad design can destroy the performance of good copy. So it matters. Just know how it matters. But what else can you do to make sure you get a “good” design for any sales pieces you write? To start, you’ll at least want your designer to know the following… Continue Reading
Why thank customers? The short answer, of course, is “why not?” Unless you were raised by wolverines, it’s a common courtesy you’re proud to offer… am I right? The longer answer is that it’s practically money in the bank for… Continue Reading