Posts

How well do you know your audience?

As good marketers and their agencies know, there are two essential bits of information copywriters need before starting work: 1.        A description of the people we’re selling to (your audience or market) 2.        What needs to be said to those people (your proposition) Pretty basic, you say? Well you’d be surprised by a lot of […]

Improve your marketing in 60 seconds

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? […]

How to succeed without a planner

A good planner, as I mentioned in my previous post, can be a real asset. Sometimes though, marketers can’t afford one. What do you do when that happens? You have to do some strategic thinking yourself. Yes, copywriters and art directors can think strategically like planners, too. My art director Jeff and I often have […]

What makes a good planner?

Some copywriters and art directors I know would say that question is a contradiction in terms. It’s like asking them, what makes a nice serial killer? For them, planners are people who mess up the creative process and prevent us from producing outstanding work. I don’t buy that view, at least not entirely. As a […]