Advertising

The Difference Between Fiction and Copy is in Where You Put the Confusion…

Scott Turow

“The purpose of narrative is to present us with complexity and ambiguity.” – Scott Turow, Born Apr. 12, 1949. Scott writes fiction, unlike us. But his point holds, because we DO use complexity and ambiguity. The purpose of narrative in copy is to give COMPLEXITY to the problem the prospect is facing. We give it […]

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What is “Copy” and How to Write It Gooder. Goodest. Most Gooder.

Rene Daumal

“It is still not enough for language to have clarity and content… it must also have a goal and an imperative. Otherwise from language we descend to chatter, from chatter to babble and from babble to confusion.” – Rene Daumal, Born Mar. 16, 1908. This is especially true for us. Persuaders, I mean. If there

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Ads That Seem Like Ads Are Not Good Ads. Learn To Sell With Persuasive “Content” That Prospects Love

John C. Malone

“The public doesn’t particularly care for advertisements.” – John C. Malone, Born Mar. 7, 1941. They don’t. It’s true. Unless it’s the Super Bowl, normal people don’t really want to be subjected to ads. For some marketers, they try to solve this problem by having a certain ratio of content to ads. 22 minutes of

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Good Advertising Consists of Desirable Lies People Prefer to Hear (Because the Truth Sucks the Glaze Off a Donut Sometimes)

Robert J. Flaherty

“Sometimes you have to lie. One often has to distort a thing to catch its true spirit.” – Robert J. Flaherty, Born Feb. 16, 1884. Consider a poem, which often describes reality with a refined and elegant metaphor – one that reveals a deep but unobservable truth about a given thing. But despite the bard’s

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How to “Advertise” in the “Future” (Because Advertising is Dead, Ain’t You Heard?)

Cyrus McCormick

“Trying to do business without advertising is like winking at a pretty girl through a pair of green goggles. You may know what you are doing, but no one else does.” – Cyrus McCormick, Born Feb. 15, 1809. Here is the revolutionary change in the nature of advertising as we begin to really get into

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