“A merchant who approaches business with the idea of serving the public well has nothing to fear from the competition.” – James Cash Penney, Born Sep. 16, 1875. Well, J. Cash, I think times have changed. Service is still key. But you no longer need to be concerned with serving “the public” at large. We […]
Figure Out Who You Will Serve, And Then Satisfy Them (Fully and Repeatedly) Read More »
“I finally got to the point where I decided I don’t care if it’s good art or bad art – it’s what I do. I enjoy doing it, and people like it.” – Margaret Keane, Born Sept. 15, 1927. There is a fear when people start a freelance career, especially in a field like copywriting.
The Only Opinions About Your Copy That Matter Are… Read More »
“The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.” – Sydney J. Harris, Born Sep. 14, 1917. A lot of people who market things on the internet care about having a “content strategy” as a way to draw prospective customers
The Difference Between Worthless Information and Valuable Knowledge Is… Read More »
“If you have one good idea, people will lend you twenty.” – Marie von Ebner-Eschenbach, Born Sep. 13, 1830. One of the best things about operating via conversations with your audience is that you almost never need to be creative. Plant a seed, and people will grow it into a crop of their their troubles.
How to Never Have to Come Up With Your Own Ideas of Stuff to Sell Read More »
“An artist carries on throughout his life a mysterious, uninterrupted conversation with his public.” – Maurice Chevalier, Born Sep. 12, 1888. A business has a conversation with the market, and with its prospects, and with its customers. That’s what marketing and advertising and selling IS: a conversation. Social media and Internet-based marketing in general has
No Message Stands Alone – All Communication is CONVERSATION Read More »
“The river flows at its own sweet will, but the flood is bound in the two banks. If it were not thus bound, its freedom would be wasted.” – Vinoba Bhave, Born Sep. 11, 1895. You’re creative. You’re smart. You’re talented. You’re skilled. So what? Who cares? What does that DO for anyone? You or
How to Limit Yourself to Turn “Too Many Good Ideas” Into Actual Output Read More »
“You can’t tell any kind of a story without having some kind of a theme, something to say between the lines.” – Robert Wise, Born Sep. 10, 1914. “Storytelling” has been a buzzword in marketing for a few years now. I’ve taught two courses myself, focused on using story to sell. But this is something
How to Tell Stories That Sell (Without Going All Blah Blah Blah) Read More »
“Don’t try to be different. Just be good. To be good is different enough.” – Arthur Freed, Born Sept. 9, 1894. I don’t know that I agree exactly with this. Being different can definitely be valuable. But I don’t think you have to worry about being unique or special in that way when you’re starting
Worry Less About Being Unique, Just Focus on Being Good (By Just Doing Good) Read More »
“But the power of science lies in open publication, which, with the rise of the Internet, is no longer constrained by the price of paper.” – Michael Shermer, Born Sep. 8, 1954. This technological fact of publication has changed the face of advertising, too. No more paying for printing prep. No more collating. No more
Modern Tech Makes Many of Your Perceived Limits Into Bullshittery Read More »
“Candor is a compliment; it implies equality. It’s how true friends talk.” – Peggy Noonan, Born Sep. 7, 1950. In times past, social interaction required a facade of formality. Especially in a business context. Gentlemen wore suits of clothes, and exchanged handshakes and cards and engaged in small talk, followed by queries and responses about
