Sales Focused Copywriting For Direct Response Marketers Who Want More Clients...More Sales...More Cash In The Bank!
…one of the currently hot restaurants in Sydney.
I was in the City yesterday to catch up with clients. After that I had some time on my hands and as it was early evening I decided to grab dinner at the “Din Tai Fung”.
This Taiwanese based restaurant chain has become quite trendy in Sydney lately. It’s famed for…
…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…
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.
He spent most of his career at the Ted Bates agency. Bates and Reeves formed a very succesful partnership with Bates as the account man and Reeves the star copy man.
Reeves became known for devising the concept of the “Unique Selling Proposition” (the USP) which he defined in this way…
…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…
Welcome back to this series of articles discussing the copywriting classic “Scientific Advertising” by Claude Hopkins.
Chapter 12 deals with the topic of “Strategy”.
Hopkins clearly saw business and marketing as a highly competitive endeavour…
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