Marketing
« Previous EntriesCopywriting And Marketing In Tough Times…
Monday, October 13th, 2008Back to the 1970s or is it the 1930s?
I’ve refrained from commenting too much about the chaos and mayhem sweeping the financial markets in recent months.
Not because I haven’t been aware of what’s been going on and it’s significance. After all, I worked in banking for over 20 years and I’m an avid student of [...]
A Cautionary Tale Of Event Marketing…
Friday, October 3rd, 2008Been doing a fair amount of work marketing seminars and similar events lately.
So my eye was drawn to this item about an event marketing disaster (“You’re Fired! Trump Lands Aussie In $2.5m Hole”).
In brief, a local promoter hired Donald Trump to come to Australia for a speaking tour and his company has now gone under [...]
Copywriting “Master Class” With Pete Godfrey…
Thursday, October 2nd, 2008…is coming up real soon!
I must confess to being remiss in bringing this to your attention but I have been flat out recently (hence the lack of posts as well..sorry!)
Anyway, Pete’s third (and final) “Master Class” is fast approaching. It’s on Friday Oct 31, Saturday Nov 1 and Sunday Nov 2 at the Hilton in [...]
Fascinating Take On Current Events For Copywriters…
Saturday, September 27th, 2008…and marketers at Lawrence Bernstein’s “Info Marketing Blog”.
I’ve sung the praises of Lawrence’s blog before.
What he’s been doing lately is link in some classic direct response ads to the dramatic events unfolding in the financial and political arenas.
Review - Ben Settle’s “The Copywriting Grab Bag”
Wednesday, September 17th, 2008Here’s my somewhat belated review of Ben Settle’s “The Copywriting Grab Bag” (I’ve been busy over the last week, what can I say?).
More of a monster special report rather than a simple book, what you get for your money is…
The Marketing Genius Of Damien Hirst
Tuesday, September 16th, 2008Recently came across a couple of items about the contemporary British artist Damien Hirst. If you’re not familiar with Hirst, he is something of an “enfant terrible” of the modern art scene and is best known for works featuring dead animals in formaldehyde.
The first is from the current issue of “The Economist” (“The shark’s last [...]
“Scientific Advertising In The 21st Century” - Part 11 “Information”
Thursday, September 11th, 2008“Information” is the subject of Chapter 11 of the copywriting classic “Scientific Advertising” by Claude Hopkins.
In today’s language, what Hopkins is talking about is better understood as research.
Hopkins was firmly of the view that…
“An ad-writer, to have a chance at success, must gain full information on his subject…A painstaking advertising man will often read for [...]
“Scientific Advertising In The 21st Century” - Part 10 “Things Too Costly”
Saturday, August 30th, 2008Chapter 10 of copywriting classic “Scientific Advertising” is titled “Things Too Costly”. By this, the great Claude Hopkins means…
“Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result.”
Put another way, there [...]
The Importance Of The Offer In Copywriting
Sunday, August 17th, 2008Your offer is one of the most important elements of any promotion. Here’s a video from copywriter John Carlton’s “Copywriting Checklist” video series spelling out some of the critical points to keep in mind…
Will This Message Reach The Market?
Wednesday, August 13th, 2008If you’re a copywriter or have any experience of direct response marketing, then I’m pretty sure you’re familiar with the important concept of “Message-to-market-match”. That is to say, when advertising you choose an avenue that will reach your desired audience.
So imagine my surprise as I was reading this week’s edition of “The Economist” when I [...]