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… … [Continue reading]
Putting Emotion Into A Tagline…
Out on my morning walk, I noticed this tagline on the side of a van... "Making People And Appliances Happy!" It was a Fisher & Paykel van (they're a white goods and appliances firm), part of the service department. Now this might seem a little … [Continue reading]
Today’s Quick Copywriting Tip…
I posted earlier about Gary Bencivenga's new "Success Bullets" project. Thinking about success as a copywriter brought to mind some of the tips that have been passed on to me. One piece of advice that I have heard many times is... … [Continue reading]
Copywriting Notes – “Success Bullets” From…
...master copywriter Gary Bencivenga (with a title like that, couldn't really be any other copywriter!). Gee, it's been a while since I posted in this "Copywriting Notes" series. Hat tip to Lawrence Bernstein for alerting me to a new project from … [Continue reading]
U.S. Election Result And What It Says About “Social Mood”…
...and the implications for copywriters and marketers. I've mentioned the discipline of "Socionomics" on the blog before and the idea that events are to a large extent driven by "social mood". Elections are obviously a very clear expression of the … [Continue reading]