Couple of times recently in copywriting discussions I’ve seen this question come up, that is how do you know when you’re good enough to be a copywriter, in particular, to offer your services as a freelancer? Interesting question, because it’s not as if there’s a “Copywriting University” where you get a seal of approval (OK, […]
Marketers – The Perils Of Being In A Commodity Market
Out doing my weekend grocery shopping I decide to pop into the local Aldi store for a change. If you’re not familiar with the company, Aldi is a supermarket company with a very clear positioning at the no-frills and very low-cost end of the market. It’s a German company, privately owned by a couple of […]
“Scientific Advertising In The 21st Century” – Part 1
“Nobody should be allowed to have anything to do with advertising until he has read this book (Scientific Advertising) seven times. It changed the course of my life.” – David Ogilvy One of the foundation books in the canon of Direct Response Marketing and Copywriting literature is “Scientific Advertising” by Claude Hopkins (usually found twinned […]
Marketers – Which 50% Of Your Advertising Is Wasted?
Of course, the answer to my somewhat provocative headline is “Neither” if you are practicing Direct Response Marketing! The beauty of Direct Response Marketing is that when you test and track your campaigns, you know exactly what’s working and hence the value you’re getting from any particular piece of advertising or marketing. If an advertisement isn’t producing an adequate result, you […]
Marketing Lessons From Subway And “Jared”
Noticed this item today in the online “Advertising Age”… “Subway keeps trying to get off its diet of Jared, but it just can’t quit him. Like him or hate him (love surely isn’t an option), the seemingly ubiquitous sandwich-chain spokesman who lost 245 pounds on a diet of heroes is now notching his 10th year […]