I’ve mentioned before my somewhat unfashionable admiration for the supermarket giant Tesco… …and lately they do seem to have slipped a little. From the US debacle of “Fresh and Easy”… …to lagging sales and profits. There are some serious concerns that they have ended up in the worst of all business positions…”stuck in the middle”. […]
The Classic Marketing Product Story
I talk a fair bit about using stories in copywriting and marketing and one story that has assumed almost legendary status in direct response circles is that of the Schlitz Beer company. Jay Abraham often mentions this story as a great example of the idea of pre-emptive positioning (I’ll expand on that later). No surprise […]
How To Make Virtually Any Product Or Service Feel Unique
I’ve often mentioned the work of legendary copywriter and marketer Claude Hopkins. He was one of the pioneers of direct response marketing and many of the techniques that we today regard as fundamental. Reading through a newsletter today, I was reminded of one of the most successful of his campaigns… …and how it can help […]