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“The tai-pan is always alone, that being the joy and the hurt of it.” – from “Noble House” by James Clavell One of the most powerful concepts in marketing is the idea of “positioning”… …put simply, “owning” an idea in the mind of the consumer. For example, in the world of cars, BMW for most [...]
Something to ponder… …is classic direct response copywriting the most effective way to approach advertising through channels like the iPad? Arguably, of course, it’s the best approach to ANY advertising. I raise the question because of a conversation over lunch the other day with a good friend and client. This particular friend is a gadget-fiend [...]
Finally got around to seeing “The Artist” at the movies today, so that provides a good enough reason to post this trailer… Not sure if it was really deserving of the “Best Picture” Oscar (although, let’s face it, there wasn’t much competition)… …but a wonderful, superbly made movie. I’m not going to go through [...]
Time to bring this somewhat sprawling series on “Better Website Conversion Tips” to a close. Below are the links to the individual posts in the series to make it easy for you to review and revisit particular sections. To summarise the key points… 1) Design your pages with the principles of direct response marketing in [...]
Better Conversion Tip #13 – Review Your Copy (You can find the previous post in this series here “Better Website Conversion Tips – Part 12″.) In this series, I’ve assumed that you’ve already got some sort of web page up with some copy in place. This isn’t a series about how to write copy. But [...]
The April 2012 edition of “Australian PC User” has as its lead article… …”Top 140 Freebies”. That prompted me to share 5 very handy (and free) resources that I find useful. These won’t help you become a better copywriter… …but they will boost productivity and make your life a little easier. Useful Tool #1: [...]
The latest social media craze…opportunity or waste of time?
Second of two guest posts from Troy White on the subject of lead generation and conversion, First part is here… “Lead Generation The Direct Response Way – Part 1″ In this next part, we focus more on the vital task of turning those leads into actual sales and real dollars in the account. ***** Step [...]
Made a few additions to the blogroll of sites with a direct response copywriting and marketing theme. First up, I can’t believe that I had not already listed the blog of the outspoken, provocative and brilliant Drayton Bird. Regular posts often with fascinating details of the history of the direct response marketing business. “Drayton Bird [...]
Some direct response marketing topics bear regular review. Lead generation is one of them. Gaining a new customer is widely regarded as one of the hardest and most expensive marketing tasks to accomplish. So here’s a guest post from fellow copywriter Troy White. I’ve posted guest articles from Troy before. At the much missed “Makepeace [...]
Another month has passed and 2012 is already racing by! So if you haven’t already mapped out a marketing calendar for the rest of 2012… …NOW would be a good time to start. Plenty of ideas for you at this post… “Looking Ahead – Marketing Calendar For 2012″ Before looking at the various events, holidays [...]
…from HSBC in Australia? Financial copywriting and advertising is a specialised niche. The fundamental principles apply, of course… …but the context means that there are nuances that need to be considered and taken into account. Many years ago, Ogilvy and Mather ran a classic series of ads for their own services. One of them was [...]
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