“Any fact is better established by two or three good testimonies than by a thousand arguments.” – Marie Dressler, Born Nov. 9, 1869. Let me tell you a secret that most copywriters won’t share. There is nothing you or I can create or cleverly state that will be as easily believed as a good testimonial […]
When Your Buyers Testify, They Sell For You Easily Read More »
“As a writer, I’m more interested in what people tell themselves happened rather than what actually happened.” – Kazuo Ishiguro, born today, Nov. 8, 1954 Just because something isn’t REAL doesn’t mean it isn’t TRUE. Emotion is not REAL – it isn’t physical. It isn’t detectable by anyone outside of the one experiencing it unless
Something Doesn’t Have To BE True If It FEELS True Read More »
“A certain slightly cruel disregard for the feelings of living people is simply part of the package. I think a writer, if he’s any good, is not an entirely benign entity in the world.” – Michael Cunningham, Born today, Nov. 6, 1952. This is another uncomfortable truth. For one, we need to hurt people –
To The Pain, And Why We Must Cause It Read More »
“Acting is not hiding to me; it’s revealing. We give you license to feel. ‘Hey, she’s crying, so it’s okay if I cry, too.’ That’s the most important thing in the world, because when you stop feeling, that’s when you’re dead.” – Loretta Swit, Born Nov. 4, 1937. We call know that we are supposed
Don’t Just Write With Emotion – Project It, Like This.. Read More »
“What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public.” – Vilhjalmur Stefansson, Born, Nov. 3 1879. The first thing that we need to get out of the way to have this discussion today is the mistaken notion that “deception”
“Ethical” Advertising Is Still Deception? (Yes, And That’s Okay.) Read More »
