“Brain-writing” is not my term. But we’re going to make it our own by revising it a little to make it more productive… You brainstorm to get ideas when you have none. Ideally, you do so in a group. So you can feed off each other. So you can legitimize sitting around drinking coffee. So you [...]
By Drayton Bird | Tue, Apr 13, 2010
A few years ago, after making a speech about copywriting that I thought was excellent in every way, my childish delight at my own brilliance was destroyed by a cynical listener. He said, “Well, you seem to know just about everything about what to do in order to write good sales copy. So why can’t you [...]
By Drayton Bird | Tue, Apr 6, 2010
How many geniuses have you met? I met Charlie Chaplin (very briefly) in 1966 while working on publicity for the film Fahrenheit 451. Then I was lucky enough to work with David Ogilvy for eight years. Ogilvy still exerts enormous influence in the marketing business, and if you haven’t read Ogilvy on Advertising, you should have your [...]
By Clayton Makepeace | Mon, Apr 5, 2010
Most marketers approach their prospects like an army would attack a walled city: with a full frontal assault. We come at them with flags flying, trumpets blaring, and missiles flying. Our siege machines hurl fiery projectiles, our archers darken the sky with arrows, and we send row after row of armored warriors to storm the enemy’s [...]
By Rebecca Matter | Tue, Mar 30, 2010
When you check your mail and e-mail today, keep an eye out. Did you get a renewal letter for any magazines you subscribe to, perhaps offering a discount or a free gift? How about an offer from a bank to sign up for a new credit card? You’re prequalified and eligible for super-low interest rates. Maybe your local [...]
By Jason Holland | Wed, Mar 24, 2010
Have you spelled out exactly how your customers can order your products? And have you made ordering a no-brainer? All too many marketers fail miserably with those two essential elements of their sales messages, says veteran copywriter and marketing strategist Drayton Bird in his essay today. And that’s hurting sales. But, he says, make a [...]
By Drayton Bird | Wed, Mar 24, 2010
I have a daughter in Montclair, New Jersey — hometown of the inimitable Yogi Berra. As a result, I have made a bit of a study of his remarks, and one of my favorites is, “You can observe a lot just by looking.” Well, one thing I have observed a lot is the disinclination of most marketers [...]
By Michael Masterson | Thu, Mar 18, 2010
I spend at least half of my time teaching writers how to write better. I’m speaking of writers who work for the information-publishing companies I consult for and for other publishers who pay me to help them make more money. Over the 30 odd years I’ve been doing this, I’ve developed many complicated theories about good [...]
By Early To Rise | Tue, Mar 16, 2010
———————————————-Highly Recommended——————————————– Ready to Impress Your Boss? All you have to do is read Michael Masterson’s book — Wall Street Journal and New York Times bestseller Ready, Fire, Aim — cover to cover. You’ll know more than your boss does about business and marketing. And you’ll be ready not just to make the business more profitable… [...]
By Paul Hollingshead | Tue, Mar 16, 2010
I was fiddling around with my calculator the other day, and I discovered something pretty amazing… I just turned 50, and after a lifetime of free spending and not nearly enough saving, I decided I was going to do whatever I could to make $500,000 a year. That way, I could put a few hundred grand [...]
By John Forde | Tue, Apr 20, 2010
0 Comments