Bad News for Blogging Evangelists?

According to an article in Internet Marketing Report (5/25/07), 52% of U.S. adults never read a blog, and 16% don’t even know what a blog is. The article concludes that investing a lot of your marketing budget in blogging “doesn’t make a whole lot of sense.” Do you agree with that conclusion? Disagree? Why?

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Corona Light’s USP

I just heard a radio commercial for Corona Light beer, and the unique selling proposition (USP) was clearly articulated: “It’s the only light beer that’s also a Corona.” My instant reaction was favorable because: 1. The tone implies that “of course, you know that Corona is a great beer” — and therefore, Corona Light must

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Is Direct Mail Obsolete?

I’ve been raked over the coals by blogging evangelists and branding consultants all over the Internet. They call me a “dinosaur” because I am a direct mail guy — derisively referring to direct marketing as “intrusion marketing,” implying it is old hat and ineffective, and stating that blogging, branding, and the like are what’s in

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More Nitpicking

It’s a small thing, but it bugs me. Continental Airlines, in their commercials in inflight video, talk about how their dedication to service includes “meals at mealtime.” First of all, it sounds redundant. When else would one serve meals? Second, it’s odd, old-fashioned phrasing. At various times of the day, I get hungry, and think

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What’s Working in B2B Marketing?

When I got my first job in business-to-business marketing in 1979, the most important marcom tools were, in this order: A. Product brochures. B. Corporate capabilities brochure. C. Product data sheets. D. Bylined articles in trade journals. E. Application briefs. F. Case studies. G. Ads in trade journals. H. Trade show exhibits. Today, A and

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Must Copywriters Use Good English?

A recent radio commercial selling land in Florida informs us that “monthly payments are as low as $300 a month.” It’s clear and factual. But of course, it’s redundant. If the payments are “$300 a month,” you should call them “payments” and not “monthly payments.” It’s a small matter, but as a professional writer, I

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When Copywriters Don’t Think

With all the increased emphasis on copywriting education today, it’s amazing how much bad copy gets written. Case in point: the headline on a recent ad selling a book on big band music, which said: “Swing has never gone out of style!” It fails because it is so clearly in opposition to the truth, which

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