November 18, 2013Christmas is getting earlier. Here’s why.
They say Christmas gets earlier every year. Particularly if you’re a copywriter. Why is it that brands are sending their Christmas messages out so soon?
September 24, 2013Where do all the old copywriters go?
“Do I actually help anyone?” It’s a question I’ve been asking for a while. Of course there’s several ways to look at it. “I help connect brands with their customers”.
Well, it’s not really helping people, is it?
“I help people find low, low prices on products they want”.
Yeah, it’s not really open heart surgery, is it?
OK, OK, I’m being glib. A sales assistant in a shop helps people make a purchase. A plumber helps people when their washing machine breaks down or when their boiler springs a leak. These are all vital, necessary services.
And I do …
People want to be entertained and informed. “Native advertising” does neither. It’s time to look to more traditional campaigns for inspiration.
May 4, 2013How to “Make it go viral”
“Make it go viral.” The brief that sends a chill down every creative’s spine. Next time you’re asked to make something go viral, explain that there’s only so much you can do. Good content goes viral. But if you’re lumbered with bad content, what can you do?
April 21, 2013Is this the worst ad ever?
An ad doesn’t have to be cringeworthy to be bad, just banal. Ultimately, a good ad should make you desire the product. Here, I take a look at Sony’s latest smartphone campaign — and find it severely lacking.
February 26, 2013“The experience” is essential when advertising luxury brands
As the creator of Apple’s “Think Different” campaign declares Apple’s new product-led campaigns are inferior to Samsung’s people oriented ones, I ask the question of whether experience should still be the focus of luxury brands.
July 10, 2012Brand evangelism is dead
Rookie copywriters often make the mistake of praising the brand, when really it’s the customer who’s the star. Creating an effective tone of voice for a brand isn’t about emphasising the brand’s values, it’s about portraying them in ways people empathise with.
This isn’t a post about copywriting. It’s a post about seeing the big picture — the big picture on your homepage, to be precise. Sites that use portrait photography are increasingly important. But to get it right, choose an image that resonates with your audience.
April 27, 2012Are ad men as bad as the Nazis?
Many people see advertising as a bad thing — as nothing more than propaganda written on behalf of evil corporations. But let’s look at that accusation objectively. Do ad men use the same techniques as totalitarian societies? And if so, are the effects the same?
April 15, 2012How to make your customers an offer they can’t refuse
If your conversion rate is 2% but an alternate call to action increases it to 4%, don’t you owe it to yourself to test all possible variations? But conversion science isn’t simply about design, flow, and, text. It’s about getting your offer right.