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 →
I was recently waiting to see a film in a cinema theatre – Cocktail. I checked it out online and it seems it was quite old. I have no idea why they put it up so late though, yet the film was cool. All in all, once the commercials and trailers were over, a big message hit the screen.
”The management would like to inform the clients that there are no guarantees for the safety of personal objects . They must not be left in areas with a low visibility.”
Everyone felt confused, then the clients started to smile. What was the management trying to say?
”Take care of your stuff. Do not leave it on the floor.”
This is when you realize how hard some people are trying to enrich simple messages. They overload them with useless layers and words. Sometimes, it feels like people are embarrassed to tell words straight to the point. Continue reading →