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 25, 2012Should you compete on price or quality?
There are two types of consumers in the world. There are those who want to minimize their cost no matter what. Then there are those who want to get the best possible service, for the best possible price. That’s where things get tricky.
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.
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.