I’ve been reading What the Dog Saw by Malcom Gladwell. In the chapter “True Colors: Hair Dye and the Hidden History of Postwar America,” Gladwell writes about influential copywriters who transformed the hair coloring market. Their work not only paralleled … Continued
If you’re new to copywriting, here are the four key ingredients to remember as you work through your next marketing project or ad campaign. 1. Ask Questions: To fully understand what your client wants and needs, you need to … Continued
Every marketer wants her message to go viral. But “viralbility” is a tricky, fickle business, and it can often seem impossible. So what makes something viral? There are a lot of factors that can affect viralbility, from post timing to … Continued
The terrific creative team I work with at ABI in Dallas won a Silver Addy Award in Dallas last night. We conceived and built a super-creative direct mail kit for the client VisitDallas. The Addys are an annual advertising competition … Continued
Before I ever wrote a line of advertising copy, I honed my writing skills as a poet. As it turns out, that’s not a bad way to get your start. Poetry can teach a writer a great deal about the … Continued
One of the tricks of good copy writing and good creative development in general is knowing the right time to simplify. If you’ve been around the block, this is not a new concept for you. But is simplifying always Right … Continued
We love to feel like we’ve discovered something. Even if all we’ve done is read to the end of a paragraph, we feel a sense of accomplishment for having made the right connection to “get it.” It can make us … Continued
Sure, there’s a lot that goes into writing professional-grade advertising copy, but keeping these five basic copywriting tips in mind is a great start to shedding an amateurish writing style. #1: Establish a Clear Call-to-Action Marketing and advertising is … Continued
Being surprised constantly by the magic that comes with putting words together in new ways. The abstractness. Every tool is essentially in the mind. It’s all thought. You don’t even need paper and pencil; those are just output devices. The … Continued
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