It’s common practice among copywriters to maintain a “swipe file” of ads to provide inspiration and ideas for their own work. In 1984, renowned copywriter Denny Hatch simplified this practice… (Click on the headline for more…)
A Systematic Process For Writing Effective Advertising
Whether you’re developing your own advertising, or reviewing ads someone else has created for you, it helps to understand the building blocks of a compelling ad. The following systematic approach has always served me well, no matter what type of advertising I’m writing: (Click on the headline for more…)
How to Provide Feedback on Copy and Design
When you have to give feedback on copy and design, what approach gets the best results? A fairly common, and not terribly helpful method, (Click on the headline for more…)
A Treasure Trove of Offers to Test
We’ve all heard over and over how important the offer is to making a sale. But to most people, an offer is nothing more than “Buy A at B price,” or “Buy A at C price, a XX% discount off the regular B price.”
There are many offers that are far more profitable than discounts, and unfortunately, they’re rarely used. Years ago, renowned copywriter Dean Rieck, then a columnist for DM News, devoted several columns to suggesting dozens of different types of offers. I’ve misplaced my copy of it, so I was delighted to find a similar list on his blog: 60 powerful offers proven to make sales.
The comprehensive list is divided into no less than 9 different categories: (Click on the headline for more…)
A Roundup of Ad Headlines, Good and Bad
I just finished reading a recent issue of a trade magazine for garden centers and found myself struck by the huge percentage of bad headlines.
What makes a headline a bad one? (Click on the headline for more…)
