...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, … [Continue reading]
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 … [Continue reading]
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 … [Continue reading]
“Scientific Advertising In The 21st Century” – Part 12 “Strategy”
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]