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Award shows are about more than winning.

  Awards shows play a crucial role in inspiring us to open our minds to new possibilities, they fuel the competitive spirit to perform to a higher standard and they teach us how it’s done. The “textbook” of my first copywriting class was a One Show awards annual—the book that displays all of the winning […]

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Discovery in the copywriting process.

Whether you call it “discovery” or “research” – consider it an essential part of the copywriting process.

A few months ago I attended the AdAge B2B conference in NYC. One of the attendees, a marketing director at a small or midsized company, asked a question that befuddled the panel of agency luminaries. She asked why every agency she came in contact with insisted on going through a lengthy discovery process of uncovering […]

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Give your website’s About Us page a big guy look.

Make a great big impression with an About Us page that tells a story.  When you’re 5’7” or so, it sometimes helps to know a few tricks for making yourself seem more imposing than your height allows you. Years ago, my friend Scott came up with a simple solution for when he was driving in […]

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Crank out ideas by the bucket.

My time-tested approach for coming up with lots of ideas in a short time frame. You know, there as a time not too long ago, when clients would actually give you two weeks to come up with concepts for an ad. Yup. One ad, two weeks. These days, you’re lucky if you get two days […]

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Why won’t you let me read my copy to you?

It’s important for copywriters and designers to present their work in person (or over the phone anyway.) I encounter almost universal resistance to presenting my work to clients. And just so you know, when I say, “present” I mean read my copy aloud to you over the phone as opposed to just emailing. I think […]

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World’s Best Subject Line – Part 1

Learn to write email subject lines that readers can’t resist. If you’re like me, you probably strain over what to put in the subject line of your e-blasts. You ask yourself: “What will compel people to open it and not delete it?” “How do I make sure my email passes safely through spam filters?” “Is there […]

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World’s Best Subject Line – the Exciting Conclusion

How to write subject lines that draw readers in deeper.  Hope you had a relaxing Memorial Day – and didn’t check your emails too much. Okay, maybe just the ones with the really great subject lines. Speaking of which, here is the follow-up to Part I of my list of tips for writing subject lines […]

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drinking-&-writing

The Truth about Drinking and Writing

Will drinking help your writing, or will it just make people think you’re drunk? You ever wonder whether there’s any truth to all that Hemingway, Bukowski lore about liquor somehow lubricating the creative process and making you write beyond your potential? Well, I have a few “valuable insights” gleaned from my experiences writing, drinking, and […]

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The Beaucoup Benefits of Working with a Professional Copywriter

Even designers who write, can benefit from working with a copywriter. Are you one of the designers who can write? They do exist—I know, because I’ve worked with them. But no designer is an island, especially when it comes to words. Even if you know how to turn a phrase or crank out a post, […]

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naming a product

The Nine Steps to Great Naming: Part I

Congratulations, you have a new product or service. You’ve poured years of effort and experience into it, and it’s just what the market needs. But, your baby has no name. So, how do you pick a memorable, distinctive and meaningful name–without making yourself crazy in the process? Here are the first four of my nine […]

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