posts

Non-binary copywriting: ready for the shift?

A recent article, Beyond ‘he’ and ‘she’: the rise of non-binary pronouns, on BBC.com, touched on a topic that’s been on my mind for years now: The use of feminine and masculine pronouns in business writing—you know: he, she, him and her. I’m convinced we English-speakers need a  gender-neutral—or what some call a non-binary—pronoun of […] Continue Reading →

Ready to go nuclear with texting?

  I’m not sure I am ready to start using texts as a promotional medium. But Matt Warner of Flocknote included texting in his lineup of outreach vehicles at the Digital Church Conference I attended today. His main reason is that texts are extremely interruptive. He cited a statistic that texts have a 97% open […] Continue Reading →

Why email is the print ad of today.

Let me begin by saying print ads used to be the industry standard—“Going to advertise? Great, let’s run a print ad!” But it occurred to me the other day while I was explaining my creative approach to a client, that emails have become the new print ad. Don’t get me wrong, I love coming up […] Continue Reading →

Email details worth paying attention to.

The best email marketing out there treats every element of the email with care and importance, realizing its function as well as its role in the overall impression it’s making in the context of your brand. Below you’ll find a little pre-blast checklist of some things to consider before you launch your next lead generation email, […] Continue Reading →

How to keep the feedback loop from spiraling out of control.

It used to drive me crazy when clients would tell me, “I showed your ideas to my spouse, and…” Or “Let me get back to you, I just want to show the ideas around and see what people think.” I’ve kind of come to grips with the fact that a lot of clients are going […] Continue Reading →

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 […] Continue Reading →

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 […] Continue Reading →

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 […] Continue Reading →

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 […] Continue Reading →

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 […] Continue Reading →