Good pitches are honest pitches for good products. And here’s the proof…
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
With a pivot and a leap, I landed back on another moving walkway ready for another full tilt run… when something went “pop” in my left leg. Like a bullet, like a hammer, like something your leg is not supposed to do… especially when you’ve got a flight to catch… but it went ahead and did it anyway. Continue Reading
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? Continue Reading
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… Continue Reading
It’s embarrassing the number of I’ve times had to explain: “copywriting” and “copyrights” have next to nothing to do with each other. Not embarrassing for me, mind you, but for the guy who asks me how to protect the draft… Continue Reading
Every one of your customers is an untrustworthy, fraudulent, false-hearted, cheating, calculating, double-dealing… (deep breath)… crafty, duplicitous, disingenuous, untruthful, scheming… stinker. Well maybe not a stinker. But liars they are. It’s true. How so? Continue Reading
Every great direct response copywriter can tell you what a valuable thing it is to have a “swipe file,” that burgeoning bin or desktop folder of winning promos crafted by other copywriters. The idea, of course, isn’t to rip off the best of your colleagues… but rather to read, see what’s working, and use that to get your own creative juices flowing. Not everybody gets that. Some people understand the concept, but go ahead and plagiarize anyway… Continue Reading