“The tai-pan is always alone, that being the joy and the hurt of it.” – from “Noble House” by James Clavell One of the most powerful concepts in marketing is the idea of “positioning”… …put simply, “owning” an idea in the mind of the consumer. For example, in the world of cars, BMW for most […]
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 […]
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. […]