Sales Focused Copywriting For Direct Response Marketers Who Want More Clients...More Sales...More Cash In The Bank!
“A Name That Helps” is the subject of chapter 20 of the copywriting classic “Scientific Advertising” by Claude Hopkins.
In this chapter, Hopkins shares his thoughts and experience with product names, with examples of names that can help the selling process along with some potential pitfalls.
This sums up his overall philosophy about product names…
…for smart copywriters and marketers.
Reading through the January edition of Pete Godfrey’s “Emotional Ad Writing & Marketing Letter” I was struck by this (2 part) profound insight from Pete…
Pete Godfrey’s “Emotional Ad Writing & Marketing Letter” arived in the mail the other day.
Full of great material, as always, including these words from Pete on how to become a good copywriter…
…when there’s a plausible reason.
Walking around the City yesterday, I noticed an interesting piece of copywriting in a display ad for Kellogg’s “Special K”.
Now, at the beginning of the year many people make new resolutions to lose weight or get fit.
And Kellogg’s take advantage of this in their advertising at the beginning of the year (they have a Special K “2 Week Challenge”, for example).
But, of course, most people’s resolutions rarely last beyond the first week of the year.
So, I thought it was a clever piece of copywriting from Kellogg to use the headline…
Penguin Books in the UK have a “Great Ideas” series of books that they describe as…
“…the works of the great thinkers, pioneers, radicals and visionaries whose ideas shook civilization and helped make us who we are.”
It occurred to me that it would be useful to have a similar list of the books that have shaped copywriting and direct response marketing as we know it today.
So, I’ll be contacting a range of top copywriters and marketers to get their suggestions as to which books should be included.
To kick off the series, here are the books recommended by Clayton Makepeace over at his site “The Total Package”. I’ve edited the list slightly to concentrate on older books that represented a significant step forward in the practice of copywriting and direct response marketing…