The great Drayton Bird recently drew my attention to a company called Persado that seems intent on destroying the livelihood of a great many copywriters. The Wall Street Journal reports… “Persado Raises $21 Million to Replace Human Copywriters With Computers”. The company… “…specializes in creating automated messages that try to persuade people to take action, […]
Master Copywriter John Carlton On Closing The Sale
Fascinating discussion of the psychological dynamics involved in closing a sale in this video from master copywriter John Carlton. Copywriting has been defined as “Salesmanship In Print” (or, alternatively, “Multiplied Salesmanship”). To me, one of John Carlton’s great strengths is his very clear eyed focus on what the purpose of your copy is. That is, […]
“Scientific Advertising In The 21st Century” – Part 2
Welcome to Part 2 of this series “Scientific Advertising In The 21st Century”. Hopkins begins the second chapter (“Just Salesmanship”) as follows… “To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Success and failures in both lines […]