Imagine you have to stand up in front of a crowd and tell them about your business. You have 60 seconds to explain what you do. And why people should buy your product or use your service. You need to be persuasive. And make your audience remember you. So what are you going to say? […]
A long time ago a businessman came to me for advice. He was starting a men’s clothing store and wanted to know what to call it. I asked him his surname. “George.” “That’s a great name,” I said. “George. The name of kings.” I didn’t tell him it was also my dog’s name. He shook […]
Do you spend too much time trying to get new customers, when you could use it more effectively winning it from existing ones? Some years ago I was freelancing at a big, famous agency. I noticed they never seemed to pitch and I thought perhaps they’d lost their edge and were failing to get on […]
No one should write, produce or have to receive junk mail. It wastes marketing budgets, not to mention precious natural resources. And it annoys vast numbers of recipients who aren’t interested in what’s on offer. The following is an account of an experience I had. I hope it will help you prevent your direct mail […]
Whatever happened to the advertising slogan? It hasn’t disappeared; you still see endlines under quite a few logos. McDonalds still says “I’m lovin’ it”. Barack Obama used “Change you can believe in” to help him get elected. And a lot of local brands here in the UK continue to use endlines/straplines/slogans or whatever you want […]
Are you letting your freelance creatives go too soon? Of course I’m going to encourage you to keep freelancers employed for longer. After all, I am one. But if you’ll indulge me a bit, you’ll see that I also have your interest at heart. You’ll often hear freelance copywriters and art directors complain they hardly […]
Can you imagine what it must have been like working for Joseph Stalin? One foot wrong and you’d be heading off for porridge in Siberia. Or worse. So you can sympathise with Alexei Shchusev, a famous Russian architect who Stalin hired to design the original hotel Moskva. The communist leader wanted the hotel to be […]
A famous DM copywriter – I think it might have been Steve Harrison – once said that direct marketing isn’t sending customers a folded press advertisement. Nor, I would add, is it a press ad with an email address attached. When you communicate directly with an individual, it’s an opportunity to build a one-to-one relationship. […]
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