Had to go into the City late Thursday afternoon. It was raining, cold and dreary. So I was somewhat surprised to see a line of people outside a telco store that extended around the corner and halfway down the block. Then I remembered…
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Why You Might Want To Think About Your Brand Archetype
A Direct Response Copywriter talking about “Brand Archetypes”? Surely not! Bear with me for a moment as you cast your eye over this great cartoon from Tom Fishburne… One of the principles of classic direct response marketing and copywriting is to inject some personality into marketing messages. Classic copy is written as a personal message […]