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Smart Cars, Dumb Buyers
If you ever needed proof that we make emotional buying decisions, look no further than the smart car. The smart car is a tiny two-seater that appeals to environmentally concerned folks. (I’m guessing the majority of the buyers are either single or married with no kids.) You don’t buy a smart car because it’s a […]
Continue readingPreemptive Apology: How Netflix Earns My Respect, and My Business
Netflix is a company that has strict standards. They understand they live and die by how fast they can turnaround movies and get them back in the hands of their customers. So whenever there is a hiccup, they apologize. And they apologize whether I complain or not! It just happens. Perfect example: A couple nights […]
Continue readingToo Little, Too Late: How Comcast Lost My Business
When I moved recently, I decided to switch back to Qwest from Comcast. My promotional period with Comcast had ended and I was paying nearly a hundred bucks a month for phone and Internet service. Qwest, on the other hand, could offer all the same service for $20 less a month. So I figured it […]
Continue readingCopywriters Channel Enthusiasm
Question: If your client is enthusiastic about his product, but you’re not, should you write the copy? In a perfect world, you would always write copy for products and services you’re personally excited about. But I’ve occasionally found myself in the position of writing copy for products and services that don’t get me excited. Here’s […]
Continue readingClaude Hopkins Great Mistake
Claude Hopkins was one of the greatest copywriters of the 20th Century. He documented his development as a copywriter and the advertising principles he discovered in two books: My Life in Advertising and Scientific Advertising. In Chapter 18 of My Life in Advertising, Hopkins reveals what he calls his “great mistake.” And what was that […]
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