How often do you use emails in your marketing campaigns? If you do it often, I bet that you do spend a lot of time in the attempt to come up with the perfect message. You reread it over and over again, only to make sure that it is perfect. You use both long and short sentences, but you also include advantages. You include the call to action both in the first lines and the last lines, not to mention about the most important terms. But let me ask you something. How much time do you spend for the subject line? This is the most important part of your package, yet it is often overlooked. A good line will stimulate the receiver to open it. A bad one will send the message directly to trash, without even being opened. Continue reading
Whenever I get a catalogue or a special offer in my mailbox, I take a peek at the order form. It is in my nature. I want to know if the form is simple or creative. The title can usually tell a lot about it.
I have a revelation when I read an “order form”. I think I have had more than 45 million revelations so far. I simply cannot understand why copywriters fail in the last phase by labelling things. It has to be more than that. Continue reading
How important is grammar in the commercial for a specific product? According to David Ogilvy, it seems that grammar rules are irrelevant in marketing. However, I am pretty sure that he meant something else. If you take a look at his commercials, you will see that they are perfectly written. You can write tough, deep, funny and convincing texts, but without killing your language. But is this all? What if there is more? What if grammar is more important than that? Is it any worth? Are there enough people who are willing to pay for a flawless grammar? Continue reading
Attend a marketing conference over the Internet and you are very likely to find a lot of information about online copywriting. However, most of the advice and tips coming from these self called gurus do not bring in anything new. They are not different from what others gurus said over the past century.
Such a guru will probably use a self bragging text. It is stupid and relates to one product or another, such as a book or a course. In the end, the guru will claim that their success is less likely to be achieved over the Internet. Sadly enough, it will not be achieved in the print media either, only it is hard to realize it. Continue reading
Have you ever thrown a postcard to the trash bin without even reading it? Neither did I. It is something attractive in that postcard that forces you to read it. Then why do not you exploit this idea in your marketing campaigns?
Postcards have a lot of benefits over traditional letters. They are less expensive than packages or large envelopes, but they also do not need to be placed in envelopes. Therefore, they provide an instant visual impact. They are funny and they can be read without too much effort. You can drop postcards in series by splitting them into several phases, only to deliver a cursive piece of information without asking the targeted audience for too much work. Continue reading