March 8, 2012What QR codes teach us about advertising
QR codes don’t work because they put a barrier between the customer and the call to action. In short, they’re bad conversion science. That doesn’t mean we can’t learn from them. We just have to find ways to maximise, not minimise, customer response rates.
March 1, 2012Google, this is why privacy matters
As Google stake their claim on more and more of our data, I find myself going to greater and greater lengths to hide it. I’m just one man – but all it would take would be a simple plugin to automate the process to put a spanner in Google’s works.
February 16, 2012How important is a personal recommendation?
When making a purchasing decision, people value a personal recommendation from a trusted source higher than any other factor – even to the point of trusting that recommendation over trusting their own opinion. How do we make use of that fact?
Send a few fake tongue-in-cheek tweets. Then tell everyone it was a joke, associate the joke with the brand. A formula so simple a child could have created it. Yet they didn’t. It was the work of a fiendishly clever advertising brain. But why are ASA investigating it?
January 16, 2012Tone of Voice (or, politeness costs nothing)
A copywriter not only picks an appropriate tone of voice for your brand, he also advises you on customer relations. Sometimes, it’s important to address people by their first name. Other times, it’s sir. Get it wrong and you risk losing the customer.
December 16, 2011Why Don Draper will never use Facebook Timeline
friendships are enriched by slowly discovering things about a person — we are partly defined by our past and our present but also by our future — by our hopes and our aspirations. Facebook Timeline may leave us all forever looking back on each other’s pasts.
November 30, 2011Can you rush creativity?
You can’t hurry love. But as a copywriter, can you rush creativity? Is it possible to have too many ideas? Or is more always more? The answer depends on the client — and on how well you can read them.
November 18, 2011The best puns in advertising
Sometimes wordplay is subtle. Sometimes it’s not. The pun, that most maligned staple of Englsh language humour, can be both. The trick to a good pun is knowing when, and how, to use it.
A subtle, persuasive through line will enable your customers to think they’re making choices for themselves, rather than being told what to think. Here’s how to get it right.
October 20, 2011Feedback? Don’t be polite. Be honest.
Rejecting someone? Often “false pleasantries” can be more offensive than a simple “no”. Here’s a list of weasel words to avoid, and the right way to avoid offending people when you just have to say no.