Are Books Fading Fast — Or Already Obsolete?

Yesterday, I heard on the radio that former NJ governor Jim McGreevy’s tell-all book about sex and corruption during his administration sold 15,000 copies in its first week, enabling it to hit the NY Times best-seller list. What saddens me is not that my former governor is making money based partly on the lousy job

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Why Branding Doesn’t Work in B2B

My colleague Gordon Graham, a B2B copywriter specializing in marketing software to IT professionals, is not a fan of traditional Madison Avenue branding. He says: “Certainly ‘branding’ has SOME value in terms of positioning and making any company look like a together, prosperous firm. But real, solid branding has to be earned, not just claimed.

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Do You Sell Things You Don’t Believe In?

RS, a professional ghostwriter, writes: “I’ve run into a situation. I got a feeler for a non-fiction book about aliens living in America underground — under Salt Lake City. I don’t for a moment believe there are extraterrestrials on Earth. I’ve set the standard for myself that I won’t write things I consider to be

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Is This the End of Branding?

According to a survey by Third Deep Marketing, the two biggest challenges U.S. marketers say they are facing are (1) knowing that there’s a payback for marketing dollars spent and (2) generating profitable lead flow for sales. I submit that direct response meets both of these challenges — and branding contributes not at all to

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What Makes for Good Writing

E.B. White and others have suggested that specifics — facts — good information — are the keys to good writing. But that was pre-Internet, when good information was difficult to find. The writer’s job would be to ferret out information the reader didn’t have access to — and then organize and present it in a

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News from the Department of Redundancy Department

The other day I heard a radio commercial that began: “If you have a car you no longer need or have little use for….” Would you, like me, delete the phrase “or have little use for” as being unnecessary and redundant? Along the same lines, grammarians point out that the popular copywriting phrase “free gift”

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