…if you’re a copywriter or marketer. I touched on this point briefly in my comments on Jack Trout’s book “Differentiate Or Die” and it involves the starting point for creating a Unique Selling Proposition (“USP”). As with any marketing problem, the starting point should always be…
Attention Copywriters – Differentiate Or Die
…and that applies to marketers as well. Jack Trout is a marketing expert whom I hold in great esteem. Together with Al Ries he wrote the classic marketing text “Positioning”. Jack has recently published the second edition of his book “Differentiate Or Die”, with the arresting subtitle…
“Scientific Advertising In The 21st Century” – Part 12 “Strategy”
Welcome back to this series of articles discussing the copywriting classic “Scientific Advertising” by Claude Hopkins. Chapter 12 deals with the topic of “Strategy”. Hopkins clearly saw business and marketing as a highly competitive endeavour…
Putting Emotion Into A Tagline…
Out on my morning walk, I noticed this tagline on the side of a van… “Making People And Appliances Happy!” It was a Fisher & Paykel van (they’re a white goods and appliances firm), part of the service department. Now this might seem a little “cute” (there was a “Smiley” face on the van too!) […]
U.S. Election Result And What It Says About “Social Mood”…
…and the implications for copywriters and marketers. I’ve mentioned the discipline of “Socionomics” on the blog before and the idea that events are to a large extent driven by “social mood”. Elections are obviously a very clear expression of the popular mood. So what can we as copywriters and marketers glean from the results of […]
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