…that can boost your margins and bottom line and could easily make the difference between success and failure. Competing on price alone is a mugs game in most cases. (In fact, my mate Pete Godfrey would probably describe it as “Evil”!) OK, there are some rare cases where it can work… …BUT it means that […]
Copywriting Notes – Makepeace And Bencivenga Part 1
One of the aims of the “Copywriting Notes” series of posts is to look further into the mindset that’s required to be a successful copywriter. You see, to be a successful copywriter yourself, you need to be able to think the way top copywriters do. The best way to learn to do that is to […]
A USP Mistake To Avoid…
…if you’re a copywriter or marketer. I touched on this point briefly in my comments on Jack Trout’s book “Differentiate Or Die” and it involves the starting point for creating a Unique Selling Proposition (“USP”). As with any marketing problem, the starting point should always be…
More About Copywriting Legend Rosser Reeves
In a previous post (“Attention Copywriters – Differentiate Or Die”) I mentioned legendary copywriter and ad-man Rosser Reeves. Here’s a little more about the man. Reeves was a disciple of the Claude Hopkins / John E. Kennedy school of advertising and was an advocate of what was known as the “Hard Sell” approach to advertising. […]
Attention Copywriters – Differentiate Or Die
…and that applies to marketers as well. Jack Trout is a marketing expert whom I hold in great esteem. Together with Al Ries he wrote the classic marketing text “Positioning”. Jack has recently published the second edition of his book “Differentiate Or Die”, with the arresting subtitle…