The Copywriter’s Conundrum

You are a freelance copywriter. A client comes to you with an interesting project — nice fee, your type of work (lsales letter, magalog, whatever your specialty). Then the client sends you the product. You review it several times. But your conclusion is always the same: it’s a weak product that is highly unlikely to

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Numbers Reveal Harsh Reality of Ad Results

Lord Kelvin, inventor of the Kelvin temperature scale, once said, “When you can measure something in numbers, then you know something about it.” No where does his lesson have more meaning than in advertising. A case in point: a recent column in DM News noted that the Sales Genie ad in the 2007 Superbowl was

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The Death of Advertising

Many members of the new generation of online marketers — bloggers, SEO specialists, social networkers, viral video producers — loudly and frequently proclaim that old-fashioned advertising … derisively referred to as “disruption marketing” … is dead. Writing in DM News (2/4/08, p. 10), copywriter Dean Rieck disagrees, noting: “The disruption moniker is a pejorative way

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Does Experience Matter?

In an article in the Daily News (1/31/08) about the presidential race, Robert Dallek writes: “Obama’s lack of experience shouldn’t be a liability … judgment trumps experience, almost every time.” But wait a minute. When you vote for a political candidate … or hire a new employee … or select a vendor to provide printing,

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