How Missing Ad Copy Sunk a Rock Band Reunion

ad copy DOA

This is a story about missing ad copy.  Ad copy that, by its absence, blew a crucial opportunity to drive ticket sales for a rare and expensive public event… a rock show. The story takes place in Seattle, early summer 2016.That morning, as I was crossing the street, a bus drove by. On the side of it was … Read more

Will Reading the Tabloids Make You a Better Copywriter?

tabloid magic

(You can watch a video of this post on Facebook by clicking this link.) The world’s largest newspaper doesn’t get much respect. Critics scoff: “Not real news,” “Celebrity fluff, ” “Pure trivia.” But unlike other newspapers analyzed in a recent Pew Research Center report, the Daily Mail does do ONE thing very well… … make money. Hand … Read more

What Donald Trump Means to Copywriters

donald trump flames

What can you say about Donald Trump that hasn’t been said 100X already?Rude? Check.Bombastic? Check.Egotistical? Check.​But how about this? Great copywriter!Sure, Mr. Trump is not sitting in a coffee shop, banging away on his Mac. Still, it’s clear that he thinks like a direct response copywriter.How so?In short, his unorthodox campaign for the Presidency conformed to … Read more

(True Story!) How I Resurrected a Dying Newspaper Ad

fix my newspaper ad

When it comes to buying a newspaper ad, you gotta know this:All submissions are FINAL.Change your mind about the something in the creative? Too bad. Live with the results.Yes, that’s still the norm. It doesn’t matter that digital has decimated the newspaper industry. The assembly line mechanics of print make real-time changes prohibitive.There is one … Read more

How to Win Support for Employee Generated Content

employee generated content

If you’re a marketing manager, chances are that you’re already sold on the benefits of employee-generated content. It’s a potent sales tool when used correctly. The problem is, getting your fellow employees to actually create content is hard. They’re busy with their own work, stressed, and… wait, isn’t that your job anyway? Moreover, even when … Read more

How Important is the KLT Factor in Selling?

KLT factor

Used car salesmen — ya gotta love em’! OK, you don’t. But you do have to admire them from a marketing standpoint. Why is that? Because they completely trample one of modern marketing’s sacred cows — the know, like, trust factor (i.e., KLT factor). They seem to run on nothing more than bluster, moxie, and … Read more