‘Copywriting’ Archives
What goes into a Review Report Card?
This is an ad that Mark Leggett and I created to illustrate what goes into Review Report Card. (more...)
1 trick to increase B2B email response rates
Here is one trick that will immediately increase your response rates: make your emails look like they're coming from a detail-oriented person. These three elements will help you pull it off: Make the email come from the same IP of the email domain (this will eliminate "sent on behalf of" disclosure that many email programs make) Suggest a [...]
R.E.S.T. Method for Responding to Reviews
Today I published a one sheet that I'm proud of. It covers how a business can respond to negative reviews online. In this one sheet, I introduce an acronym, R.E.S.T. It reminds you to be relaxed, empathetic, specific and trustworthy when responding to a bad review online. Special thanks to Logan Lidster for contributing your insights about [...]
Mobile Marketing Association Roundtable Dinner
I'm heading out to the MMA's Round Table dinner in San Diego right now. These are some questions that Michael Becker, the Managing Director of the MMA, North America, sent before the event for the group to answer. I'm turning it in last minute, but here is my homework: 1. Messaging can take many forms from simple SMS to push notifications and [...]
A product is a friend
A brand is essentially the personality of a product. If your product were human, what would its personality be like? From early carvings of primitive gods to modern day films, like “Toy Story,” mankind has been relating to products as if they were people--as if they had personalities. (This is called anthropomorphism.) When you define the [...]
Who is advertising for?
Camp Nectar Juice's ad won a gold lion in 2012. If you just typed this question into Google, you're probably asking one of two things: What type of business needs advertising? What types of customers is a business trying to reach with its ads? (more...)
What is advertising?
At its best, advertising is story telling that sells a product or service. The story could be told through any number of channels, including online, tv, radio, outdoor, print, etc. I use the term 'story' loosely. It doesn't have to be a novel. The story could be told in one or two pictures. American Apparel is able to communicate quite a bit [...]
Dr. Good’s Bad Review
I'm having a blast with our new campaign, Doctor Good's Bad Review. The campaign is generating awareness among medical professionals that their online ratings could be attacked at any time. The solution is to stop attacks early with Review Report Card. CREDITS Creative / Art Direction: David Engel Illustration: Mark Leggett Copy: David [...]
Questions to help you write a bio
Answering these questions will help you write a benefit-focused, professional bio: (more...)
5 Question Wealth Building Exercise
This article gives you five wealth building questions to steer your daily activity. According to Roger Hamilton, author of Wealth Dynamics and the Chairman of the XL results foundation, there are five basic components of Wealth:1 Reputation Powerful network Knowledge base Resource base Track record (more...)