Category: Copy

Marketers, We Sell Hope and Lots of Hopes

Marketers, We Sell Hope and Lots of Hopes

In the factory we make cosmetics; in the drugstore we sell hope. ~ Charles Revson Yet many marketers failed to understand that it is hope that we are selling, not the features of the products. I couldn’t said it better than Seth Godin‘s The magical thing about selling hope is that it makes everything else …

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Lousy Ad: Häagen-Dazs’ French Riviera

Lousy Ad: Häagen-Dazs’ French Riviera

This banner looks like most other Häagen-Dazs’ banners, simple, straight-forward and discreet.  Yet this banner has stirred up a tide of nationalism among India nationals in Delhi, India, demanding Haagen Dazs be fined or thrown out of the country, or both. The offensiveness of the banner lies in the copy at the bottom, ““Exclusive Preview …

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Differences between Headlines and Slogans

Differences between Headlines and Slogans

A reader, Ed Klein, asked “How do you best go about copywriting a slogan?” in my earlier post, 7 Famous Slogans of 20th Century. I offered the “standard” answers that we all look at 1. brand promise (what is my promise to you, the customer), 2. brand deliverable (what can my product do to solve …

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My Thoughts as a Copywriter

My Thoughts as a Copywriter

Solomon Raju is a long-time reader of this blog. He has a deep passion for words and recently he has decided to go full time into professional copy-writing. In the past few months, he has gone through many ups and downs and he is sharing his thoughts here with us as my guest writer. = …

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Will They Respect Us The Morning After?

Will They Respect Us The Morning After?

Free Pitching to get new clients is a common practice within the advertising industry. However, does it make it right? Is it also a choice that spells success for the agency and the client? Recently I was invited by “Marketing” magazine to contribute an article for it’s “Ad Insider” page. I took a couple of …

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Famous Headline 1: They laughed when I sat down at the piano, but when I started to play!”

Famous Headline 1: They laughed when I sat down at the piano, but when I started to play!”

A headline is an ad within an ad. More than 80% of people would read the headline to decide if they should bother with the rest of the text and details. This famous headline is voted by many copywriters as the best of the best. Adage, a marketing history reference resource said this headline is …

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Features Vs Benefits – Do You Know The Difference?

Features Vs Benefits – Do You Know The Difference?

I have been talking quite a bit on copy recently, from the importance of having headlines that sell, avoiding copy that sounds too good to be true to how to brief a copywriter to get the best work accomplished. Today, I’m inviting Ms Laura Spencer, a professional copywriter, to share her views on the differences …

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