Advertising

Waiting For Clients and Customers To Come To You Is Dumb As Hell

P. T. Barnum

“Without promotion, something terrible happens… nothing!” – P. T. Barnum, Born Jul. 5, 1810. This is true in all fields, but I mostly talk to marketing and writing freelancers who have this bizarre expectation that simply hanging up your shingle is going to get you customers and clients. Nope! The best product or service in …

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If They Don’t Buy Into the Story, They Won’t Pay For the Product

George Lois

“Great advertising, in and of itself, becomes a benefit of the product.” – George Lois, Born Jun. 26, 1932. What old George is saying here is that objects (like products, for example) all have a story. They just do. Someone invented those products, for some purpose, to solve some problem, to sell to some person, …

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Expertise Is Knowing What To Leave Out, Instead Of What Is Possible To Add In

Shunryu Suzuki

“If your mind is empty, it is ready for anything. In the beginner’s mind there are many possibilities; in the expert’s mind there are few.” – Shunryu Suzuki, Born May 18, 1904. One of the big mistakes a lot of new consultants and beginning freelance service providers make is to overplay their hand. The prospect …

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Repetition is the Mission… Repetition is the Mission… Repetition is the Mission…

Vladimir Lenin

“A lie told often enough becomes the truth.” – Vladimir Ilyich Ulyanov (Lenin), Born Apr. 22, 1870. This is a statement that sounds sinister because of how specific it is. If you make it as general as it is in reality, it’s not so evil-seeming. Anything repeated often enough will eventually be believed, not just …

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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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If You Want to Get Paid to Write, Write Where the Money Is

Charles Baudelaire

“For each letter received from a creditor, write fifty lines on an extraterrestrial subject and you will be saved.” – Charles Baudelaire, Born Apr. 9, 1821. Practical advice there – shockingly from a POET, no less. Poetry being the most useless kind of writing. But even in Baudelaire’s time, he knew that if you’re going …

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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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