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Category Archives: Copywriting 101

Hopkins Scientific Advertising for free?

Would you like a free copy of Scientific Advertising by Claude Hopkins? Sure you would, because this marketing classic is as relevant today as when it was published in 1923. Here are four principles from the book, as summarized on the Marketing Experiments blog: 1. People are selfish. 2. Generalities are worthless. 3. Advertising is salesmanship. […]

What the pool guy can teach us about selling freelance creative

I’ve recently moved into a house which, two owners ago, was tricked out with all the bells and whistles available in the early 1990s. Most of these tchotchkes have fallen into disrepair and must either be abandoned (like the in-wall coax cabling throughout the house) or gussied up. This has caused visits by a stream […]

Copywriters! Learn how to write your own creative brief!

Blurbage in an email from Writer’s Digest, selling a copywriting course from their partner AWAI: “Learn how to generate a professional Creative Brief, write headlines and tag lines that sell, apply emotional techniques to persuade an audience, find and secure work as a copywriter, and more in the Breaking Into Copywriting writing course.” As readers […]

Copywriters, the end is near

I was paying my quarterly visit to a client when the online marketing manager mentioned he needed quite a few SEO articles written. I asked if I could help. No need, he said, I’ll just order them on TextBroker for ten cents a word and run them through copycheck to be sure they weren’t plagiarized. […]

Why too many good ideas can sink your direct marketing campaign

It’s great that you are brimming over with good ideas. Unfortunately, your prospect is not nearly as enchanted with your creativity as you are. They’ll sit still for one powerful marketing statement, perhaps supported by a call to action subhead, then it’s off to the deleted messages folder or the recycling bin. When you put […]

Stage management in your direct mail package

Direct mail has a unique benefit, compared to other direct marketing media: the opportunity for stage management. You can control the user experience by the way you design the components and deliver your message. You can decide what your user will see first when they open the envelope (which is why you should always give […]

Why your writing could use an AutoCrit

I am working on a book, and before sending it out I wanted to eliminate as much sloppy language as I could. I’ve been experimenting with a tool called AutoCrit which I recommend to anyone who writes long form copy–and best of all you can try it for free. The sample free report (which is […]

What we can learn from voters’ expectations versus their intentions

Ask me who I’m going to vote for in the Presidential election and you’ll get one data point, which might be a lie. Ask me who I think is going to win and you’ll get a far more reliable predictor. First, because I’m no longer on the spot for answering about my own vote. Second, […]

“Zombie Mouth” promo shows, rather than eats, brains

Here’s a great promo we can all learn from: The American Dental Association has joined forces with PopCap games to offer a coupon good for a free download of “Plants vs. Zombies” as a Halloween giveaway. Just go to the ZombieMouth landing page and click the link at the top, and you can download a […]

For all you long-copy haters out there…

Direct marketing watchdog Denny Hatch had his knickers in a twist about the online ad shown here. And with good reason. It’s simply a long copy direct mail letter turned into a PowerPoint video and it runs 77 minutes (I am taking that part on faith since I lasted about 4 minutes) with no pause […]

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