Welcome to Part 3 of this series "Scientific Advertising In The 21st Century". This third chapter in the copywriting classic "Scientific Advertising" by Claude Hopkins is titled "Offer Service". Now, that title is a little misleading to the modern … [Continue reading]
Copywriting Tip On Adding Emotional Impact To Copy
Ace copywriter Michel Fortin has just posted an excellent piece on his blog titled "Apply The Law Of Contrast To Build Desire". Michel talks about the copywriting standard formula usually described as "Problem-Agitate-Solve" and takes it a step … [Continue reading]
Copywriting Video – John Carlton On “Defining Your Avatar”
Here's another video from top copywriter John Carlton's "Copywriting Checklist" series. It's #4 and titled "Defining Your Avatar". Now an "Avatar" is, according to my Reader's Digest "Word Power Dictionary" - "an incarnation or embodiment of … [Continue reading]
Marketers – The Perils Of Being In A Commodity Market
Out doing my weekend grocery shopping I decide to pop into the local Aldi store for a change. If you're not familiar with the company, Aldi is a supermarket company with a very clear positioning at the no-frills and very low-cost end of the market. … [Continue reading]
Copywriters – The Right Way To Use Questions In Headlines
Australian copywriting maestro Pete Godfrey is blogging up a storm this week. He has just posted an item titled "The Power Of A Provocative Question". Pete provides a great example of how to draw readers into your copy with this question... "How … [Continue reading]