…when you know the secret to using it effectively, that is. “Mass Control” marketer Frank Kern is on the loose again! He’s about to launch some sort of membership programme, from what I can gather. In the lead up to that he has a new video which provides some excellent marketing information (as does most […]
Archives for August 2008
Copywriting Video – About Bullets
Here’s #12 in ace copywriter John Carlton’s “Copywriting Checklist” video series. It’s all about “bullets”. It doesn’t go into how to write them (there’s not enough time in the video and there are plenty of good resources out there that cover the topic). But John shares some little “nuggets” about how to use bullets effectively […]
Copywriting Notes – Dealing With The Blahs…
…and distractions. OK, I confess, this hasn’t been a terribly productive week. Yes, I’ve been unwell and I don’t do “unwell” well (Editor’s Note: Maybe that last sentence isn’t the best…). However, that stuff happens and as a copywriter you have to deal with it. But yes, what do you do when you have the […]
“Scientific Advertising In The 21st Century” – Part 8 “Tell Your Full Story”
Welcome to the next part in my series “Scientific Advertising In The 21st Century”. In chapter 8 of his classic book, Claude Hopkins deals with what might be described as the “long copy” versus “short copy” issue. His conclusion… “There is no fixed rule on the subject of brevity. One sentence may tell a complete […]
Copywriting And Emotional Triggers
As a copywriter or marketer, you’ll be aware that much of the power of a sales letter comes from hitting the “emotional hot buttons” of the prospective customer. People buy primarily for emotional reasons, but may use logic to justify their decisions. Now, these “emotional hot buttons” or “triggers” aren’t just important in the sales […]