I’m going to start this post with a confession: I’ve been spending a lot of my non-work time with social media tools, platforms and networking sites. This is ironic, by the way, because one of my recent posts is titled: Beware the Social Media Rathole and Re-Focus on 5 Key Business Disciplines. My latest obsession revolves around the ultimate tools for…read more →
This from Anecdotage.com: “Ttlly Brllnt!” mobile marketing idea from the 1940′s. “The famed florist Max Schling once ran a brilliant ad in The New York Times: The copy, entirely in shorthand, was clipped by thousands of curious businessmen who naturally asked their secretaries for a translation. The ad – addressed to these very secretaries – asked them to remember Schling…read more →
From Ogilvy On Advertising, one of the ad world’s most famous texts. So applicable today with social media marketing (SMM) Companies sometimes change ad agencies because one agency can purchase circulation at a slightly lower cost than another. They don’t realize that a copywriter who knows his craft (the experience and skill that induce people to read copy) can reach many…read more →
I wrote a post earlier this year about how writing like Ernest Hemingway helps you communicate more effectively. Mike Elgan – the technology journalist and tech philosopher – recently wrote about how Hemingway would deal with the complex tools we use for writing. His take is that Hemingway would have liked writing with an iPad. The reason? Simplicity and clarity…read more →
Sean D-Souza has a great article on writing for PowerPoints. And it applies equally well to marketing copywriting.
Neuromarketing – There are even more important implications for “experience marketing,” which is one of the fastest growing segments of the products and services world (people are more interested in gathering experiences these days, as opposed to “stuff”).
I just got off a juicy conference call with a client and a partner. An interesting discussion came up. The client was describing a bunch of projects they have lined up. A batch of case studies, a white paper, a data sheet for an upcoming trade show. . the typical round-up of persuasion projects. They riffed for a bit on…read more →
Inbound marketing is the modern, Web-connected alternative – although it integrates off-line advertising, direct mail, billboards, text messages, magazine ads and so forth. It’s really not about offline/online. It’s more about integration, conversion and accountable measurement.
Find ways to show off your benefits in instructions, invoices, estimates…in addition to the usual places like landing pages, brochures, trade show booths, scripts, white papers, case studies and so forth.
“Words calculated to catch everyone may catch no
one.” – Adlai Stevenson