Here’s another video from the “Copywriting Checklist” series from John Carlton. Gee, the last one I posted was a month ago! This is a follow up to that previous video. It’s titled “Nitty-Gritty: Discussion”. In it John hammers home the point that it’s benefits, not features, that need to be emphasised in copy. I’d go […]
Thoughts On Traffic…And Copywriting
I’ve commented in the past about the importance of traffic for any business and observed how some businesses are very vulnerable to changes outside of their control. I mentioned the impact on my local Starbucks and a small bakery shop of the relocation of a big corporate headquarters away from the area. Fortunately, business seems […]
“Scientific Advertising In The 21st Century” – Part 4
Welcome to Part 4 of this series “Scientific Advertising In The 21st Century”. “Mail Order Advertising – What It Teaches” is the fourth chapter in the classic book by copywriter Claude Hopkins. And again it goes to the heart of what Hopkins saw as key to success in advertising. Testing, tracking and measuring so that […]
Copywriters – You’re Not Selling CDs (Or Whatever…)
A short video from John Carlton’s “Copywriting Checklist” series. It’s titled “The Nitty-Gritty” and the point it’s making is that the features of the product are not what you’re selling. It’s what the customer will get from the product (the benefits) PLUS how they will FEEL about it when they have those benefits.