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This next chapter, “Use Of Samples” in the copywriting classic “Scientific Advertising” by Claude Hopkins is one that I’ve always found particularly interesting. Hopkins was one of the pioneers in this area and the insights he gained are still relevant today. Unfortunately, all too many marketers either are unaware of these insights or choose to [...]
Trawling through master marketer and copywriter Dan Kennedy’s site recently, I came across a linked site “Dan Kennedy Politics”. Looks like Dan set the site up to publish his thoughts about the recent US election. However, also included is a brief report “How To Think About Money – Made Simple”. Dan is unquestionably one of [...]
…and focus instead on “The Irresistible Offer”? That’s the advice of marketing maverick and genius Mark Joyner in his book “The Irresistible offer”. According to Mark, the Irresistible Offer is…
…one of the currently hot restaurants in Sydney. I was in the City yesterday to catch up with clients. After that I had some time on my hands and as it was early evening I decided to grab dinner at the “Din Tai Fung”. This Taiwanese based restaurant chain has become quite trendy in Sydney [...]
…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…
In a previous post (“Attention Copywriters – Differentiate Or Die”) I mentioned legendary copywriter and ad-man Rosser Reeves. Here’s a little more about the man. Reeves was a disciple of the Claude Hopkins / John E. Kennedy school of advertising and was an advocate of what was known as the “Hard Sell” approach to advertising. [...]
…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…
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…
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!) [...]
I posted earlier about Gary Bencivenga’s new “Success Bullets” project. Thinking about success as a copywriter brought to mind some of the tips that have been passed on to me. One piece of advice that I have heard many times is…
…master copywriter Gary Bencivenga (with a title like that, couldn’t really be any other copywriter!). Gee, it’s been a while since I posted in this “Copywriting Notes” series. Hat tip to Lawrence Bernstein for alerting me to a new project from the great Gary Bencivenga. It’s called “Success Bullets” and it’s all about…
…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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