Just a quick note that might serve you well: never allow sloppy visual to destroy good copy – and vice versa – never allow sloppy copy to destroy good visual. Sparked by a Twitter conversation between Vikki Ross and myself, this is what I want you to bear in mind.
Sometimes even a copywriter’s mind wanders off into the realm of graphic design. Working on a corporate graphics guide right now, I became interested in what magenta actually is. Turns out it is perhaps the most fascinating of all colours. First of all, although it is one of the basic components in the CMYK colour […]
In 1986, one year into my career as a B2B copywriter, I worked for Anderson & Lembke in Helsinki, Finland. A&L was in those days one of the foremost, if not the foremost, industrial advertising agencies in Finland, an offshoot of the original Stockholm, Sweden, based agency. One of my clients was Safematic, a manufacturer […]
Many online marketers claim that “there’s no difference any more whether you’re talking to consumers or corporate buyers—you’re just talking to PEOPLE”. I’m claiming, though, that there is still a difference between B2C and B2B. It is certainly true that all marketing should shift more toward a one-on-one style of talking to be efficient and […]
When the internet started to spread around the world in earnest, it was hailed as the Great Equalizer. It no longer mattered where you were physically located, you could reach the whole world from your computer. In recent times, there’s been a clear—alarming, in my opinion—shift toward locality. Look at this:
It is common practice to offer a newly launched product at a discounted price to early adopters. But are you sure you’re not harming your future sales by discounting it too much?
If you don’t make your price easily found on your website, you risk losing customers. To narrow down a bit, I’m mainly talking about web-based services and other sales-oriented pages with products or services that have a clear pricing structure. I do understand that vendors of consulting and creative services, for example, often cannot give […]
The demise of direct mail, e-mail marketing, print advertising, brochures, newsletters—I can’t even remember all of those doomed traditional marketing devices—has been announced for a long time. Even marketing itself has been declared dead. A wake-up call, folks: none of these is dead, not even close.
Guest post by Dan Hill This material is drawn from Dan’s new book About Face, the Secrets of Emotionally Effective Advertising, to be published in October 2010. The joke that nobody much laughs at in marketing circles is the one liner ascribed to John Wannamaker. “Half my advertising dollars are wasted, but I don’t know […]