Creativity secrets and insights of the great ‘idea’ innovators.
In a YouTube video decades before there was YouTube… David Ogilvy sets the record straight on what really works in advertising. Are his insights antiquated? Hardly. Rather, they’re more on target than ever. Take a look and see for yourself… Continue Reading
Seriously, I don’t much believe in writer’s block. Oh, there have been times I don’t know what to write. And even times I’ve felt a little desperate about that. But I’ve never been afraid or unaware of how to plow right through it. Why? Because I don’t think blocked writing is where the problem originates… Continue Reading
Regardless of what kind of writing you do, says a study from the National Writing Project of Louisiana, three key components seemed to have the biggest influence on how creatively productive you’ll be. What are those components? 1) A More Consistent Working… Continue Reading
I know this isn’t exactly an issue with a clear correlation to the world of copywriting. The bottom line is, however, we’re better thinkers when we’re less active watchers. Do yourself and the world a favor. Kill your television. Here’s why… Continue Reading
There is no “Creativity Quotient” (C.Q.) test that measures how creative you are. But the same Scientific American research found that creative people often have similar character traits. Do any of these apply to you? Continue Reading
When writing a Promise-Driven Lead, where should you start? The default for most marketers is to study the product and just figure out what it can do best. We’ve all heard, after all, the lesson about “features” versus “benefits.” First… Continue Reading
What’s the single toughest secret you’ll ever learn, if you hope to blow the doors off the world of writing sales copy? For all the clever metaphors you’ll ever come up with, for all the phrases and images, the formatting… Continue Reading
Any good copywriter also knows that when you really… really… want to make for a powerful sales pitch, digging into the small details can be your most powerful technique… Continue Reading
In 1977 in the Horn of Africa… a marketing test saved the world. But let’s back up just a second… Continue Reading
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