If you’re using the quiet days between Christmas and New Year (or even early January) to plan and prepare for marketing success in 2014… …here are some pieces you might find thought-provoking and useful. First up… …probably the highest payoff action will be to map out a marketing calendar for the year ahead. Here’s a […]
The Classic Marketing Product Story
I talk a fair bit about using stories in copywriting and marketing and one story that has assumed almost legendary status in direct response circles is that of the Schlitz Beer company. Jay Abraham often mentions this story as a great example of the idea of pre-emptive positioning (I’ll expand on that later). No surprise […]
Marketing And The ‘Madness’ Of Luxury Goods
Good article in “The Economist” titled… “Salesman Of The Irrational” It’s all about a Swiss marketer called Jean-Claude Biver who has an impressive record of success in marketing high end watches. Couple of points to note… 1. What he’s really selling is exclusivity and cachet. It’s not really about the watches. 2. Note a great […]
Marketing And Using Curiosity To Engage Your Reader…
Curiosity is an extremely powerful force. As human beings we have this “need to know”. In particular, we “need to know what happens…next”. What we in the copywriting and marketing fraternity sometimes refer to as…
Nice Copywriting Example Of Entering…
…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 […]