Nice Copywriting Example Of Entering…
By Kevin Francis | November 4, 2008
…the conversation in the prospect’s mind.
On the way back from Pete Godfrey’s copywriting “Master Class” last weekend, as I was going through security I noticed this little headline in an ad placed in the blue trays provided for people to put their laptop PCs (before sending them through the security scanner)…
“Did You Really Need To Bring Your Laptop This Trip?”
It was an ad for Blackberry and it’s a great example of the Robert Collier copywriting principle of entering the conversation already going on in the mind of the prospect.
If you travel with a laptop, I’m sure you can relate to the ad. There you are, standing in line, probably already fed up with the whole thing and you have to unpack the laptop, place it in the tray, shuffle through the scanner and them repack everything.
Most of the time you just put up with it but…hey, what if there were a better way?
Nice example of, literally, meeting the prospect where they are.
Topics: Copywriting, Marketing | 1 Comment »
Snapshots From Pete’s Copywriting “Master Class” #1
By Kevin Francis | November 3, 2008
OK, here are some shots of fellow copywriter and all round good bloke Dean Kennedy.
Dean is not only a really sharp copywriter and marketing strategist but he is an absolute wizard when it comes to design in general and web design in particular. I highly recommend Dean if you’re looking for someone in that field.
Discover more about Dean and what he can do for your business at www.DeanKennedy.com.
Now I’ve figured out how this picture thing works, I’ll be posting more shots from Pete Godfrey’s “Last Ever Copywriting Master Class”.
Some big news announced at the event, by the way. More in future posts.
UPDATE:
You’ve probably noticed that Dean’s name is rather similar to another direct response marketer and copywriter…Dan Kennedy. I was giving Dean a bit of a ribbing about that, suggesting he might be indulging in a little “piggyback” marketing. In fact, Dean does end up with some listings in Google searches as a result of the similarities. Interesting example of how the “misspelling” idea can work.
Here’s another photo of Dean and wife Mel…
Topics: Copywriting | No Comments »
Copywriting As A Potential Power For Good
By Kevin Francis | November 2, 2008
Just back from Pete Godfrey’s “Last Ever Copywriting Master Class” event up in Brisbane. A great weekend and I’ll have a string of posts about the event (with photos). That will have to wait though until I’ve had some sleep!
In the meantime, Bret Thompson drew attention in his presentation to this wonderful video that illustrates the potential for copywriting to create positive change.
The video is called “The Story of A Sign”. The original wording of this particular sign is “Have pity. I am blind”. Have a look for yourself at how changing the wording made an incredible and wonderful difference…
Topics: Copywriting | No Comments »
Off To Copywriting “Master Class 3.0″…
By Kevin Francis | October 30, 2008
…in Brisbane with my good mate Pete Godfrey.
Looking forward to it and should be a blast. Be great to catch up with not only Pete but all the fantastic copywriters and marketers who went to the previous events. Plus there will be lots of new people as well.
You know, if you’re a freelance copywriter or entrepreneur working from home, it’s well worth making the effort to attend events like this on a regular basis. Not just for the education and the information but for the opportunity to simply hang out with like minded people and swap ideas.
You can get a little isolated working from home so events are a great way to connect with people and take a break from the usual routine.
I’m sure you’ve heard all this before, but never hurts to be reminded about what we already know!
I’ll be back on Sunday and I’ll have a report for you when I get back (some photos too if I get my act together).
Topics: Copywriting | No Comments »
Amazing Free Copywriting Mini-Tutorials From John Carlton
By Kevin Francis | October 26, 2008
Top gun copywriter John Carlton recently released his new “Simple Writing System” program. Although I’ve featured a number of videos on this blog that were sort of “previews” of the program, I haven’t mentioned it much up until now.
The reason, quite frankly, is that because I already have a number of John’s courses (and I’ve been busy) I really didn’t pay too much attention to the launch and the associated campaign.
Big mistake on my part…
Read the rest of "Amazing Free Copywriting Mini-Tutorials From John Carlton" »
Topics: Copywriting | No Comments »
Copywriting And The Coming Biz-Op Explosion
By Kevin Francis | October 25, 2008
Continuing my recent theme of how copywriting and marketing will need to adapt to changed economic times, Lawrence Bernstein has a new post up titled “Recession Beater #7: The Coming Business Opportunity Explosion”.
In difficult economic times, people tend to be even more interested in ways to make some extra money…
Read the rest of "Copywriting And The Coming Biz-Op Explosion" »
Topics: Copywriting, Marketing | No Comments »
Attention Tourism Australia…Here’s “How To Advertise Foreign Travel”…
By Kevin Francis | October 24, 2008
…and tourism, in general, for that matter.
Serious copywriters and direct response marketers will be familiar with the classic work of David Ogilvy promoting tourism and foreign travel.
In the the classic “Ogilvy On Advertising” (a must-have for all copywriters and marketers), one chapter is devoted to the subject (titled, no surprise, “How To Advertise Foreign Travel”).
Here’s what Ogilvy had to say…
Read the rest of "Attention Tourism Australia…Here’s “How To Advertise Foreign Travel”…" »
Topics: Advertising, Marketing | No Comments »
Example Of An Old Idea To Increase Sales…
By Kevin Francis | October 21, 2008
There’s a local chain of bakery shops in Australia called “Bakers Delight” (I believe they’ve expanded overseas but trade under a different name…a Canadian correspondent recently informed me of her first experience of Vegemite at one of their shops!).
Anyway, they are currently running a promotion with the theme of…
Read the rest of "Example Of An Old Idea To Increase Sales…" »
Topics: Marketing | No Comments »
More About Serious Marketing And Copywriting In Tough Times…
By Kevin Francis | October 19, 2008
I make no apology for frequently mentioning Lawrence Bernstein’s “Info Marketing Blog”. It really is an essential resource for copywriters and anyone serious about the business of marketing.
Lawrence sent an email to his list over the weekend and I loved this comment…
Read the rest of "More About Serious Marketing And Copywriting In Tough Times…" »
Topics: Copywriting, Marketing | No Comments »
Memo To Dell: The “Cool” Position…
By Kevin Francis | October 16, 2008
…is taken!
Been meaning to comment about this item for a while and was reminded yesterday when I popped into the city and saw the offending ads once again.
Dell computer has been running some ads down here in Sydney promoting their computers as being cool, hip and stylish (the theme seems to be the somewhat lame “New black” idea), seemingly on the basis that they now come in a range of different bright colours.
Hate to have to tell the Dell people this but…
Read the rest of "Memo To Dell: The “Cool” Position…" »
Topics: Advertising, Marketing | No Comments »