Browsing all posts in "Copywriting".

The Most Important Element of Good Advertising

Coke-Cola sells refreshment. Apple sells cool. Your physician sells peace of mind. What do you sell?

Implementing That Big Rock

Whether your Strategic Communications Plan is designed for short-term needs or long-term goals, managers face a significant multitasking challenge. Here are three ideas/tips on how to keep things organized, on track, and on budget.

Developing Your Call to Action

While the nature of the message, meaning how urgent the information will be to those hearing it, there are three components to crafting your message. I call them the Three C’s.

Twelve Reasons Why Advertising Fails

It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive, and memorable ads are those most like a rhinoceros; they make a single point, powerfully. An advertiser with seventeen different things to say should commit to a campaign of at least seventeen different ads, repeating each ad enough to stick in the prospect’s mind.