Category Archives: Copywriting
One of the Habits of Highly Effective Marketers
May 23, 2005 
Bob Cargill 
All experienced copywriters know how advantageous it is to establish common ground from the get-go with those on the receiving end of our messages and
Humor in Advertising: Two Funny Case Studies
People “do stupid things” and “don’t always use common sense,” according to two different ads – for Vonage and UnitedHealthcare respectively – that appeared in the
Guaranteed Indeed
Benjamin Franklin (1706-1790) was an extraordinary philosopher, renowned to this day for his words of wisdom, but if what he said about life’s uncertainties were to still hold true, 21st century
Broken Line, Solid Practice
Historically, the prototypical direct response ad has always included an order form, which is invariably surrounded by a broken line. To those who don’t respond by phone or –
Recycling References to Popular Culture
Before you attend your next brainstorm meeting, I have a little homework assignment for you. Watch a few hours of television. Take in a couple of good movies.
The Brilliance to Which We Aspire
Tuesday, June 29, 2004 – Thumbing through the latest issue of Rolling Stone magazine last week, an ad for eBay Motors — smack, dab in between the
Planting the Seeds for Bountiful Results
Monday, May 10, 2004 – An article I wrote, 10 Ways to Grow Your Audience with Direct Mail, was just published in Perfect Register, the newsletter for
Salesman, Fundraiser, Actor, Mystic
Thursday, March 25, 2004 – A growing percentage of our business here is rooted in the world of higher education, either helping development officers raise funds or working with
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Copywriting
Copywriting The School of “Emo” Copywriting
Thursday, March 18, 2004 – In the latest edition of the I-Copywriting Digest, “moderator” Nick Usborne suggested that online marketers are becoming less and less personal online. “Why,”
