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Reality in Advertising and why it’s great to have an uncle who sells rare books

13. February 2008

So my copy of “Reality in Advertising” by Rosser Reeves arrived today. Which I’m very excited about btw. Not only is it out of print but copies of it currently sell for hundreds of dollars on Amazon. It’s from 1961, still in good condition and from the first Borzoi edition. You might have [...]

Shut Up and Listen!

17. October 2007

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Do you talk too much? A study conducted at the University of Rochester’s School of Medicine found that - to forge closer relationships with the people they treat - some physicians reveal personal information to their patients. Stuff like details about their health, family members, travel, politics, hobbies, and other interests. You’d think this would help establish [...]

Can Music Make You A Better Copywriter?

17. October 2007

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Can listening to music… or even playing it… make you a better writer? Maybe yes, according to two new studies. I mentioned above how strange it was that so many copywriters play instruments. Turns out, according to Georgetown University researchers, that might not be a coincidence. Not only does their research say that music and language — [...]

You Might Be A Copywriter If…

17. October 2007

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On the Sunday after the AWAI Copywriting Bootcamp, I stopped to talk to a young couple in the lobby of the Delray Beach Marriot. We swapped details on a wide range of topics. Toward the end of the conversation, they looked each other. Then shifted nervously. “So,” one of them said, “here’s a question we’ve been [...]

Copywriting 80/20 Rule

1. October 2007

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With the recent popularity of The 4-Hour Workweek by Timothy Ferriss, you’ve probably heard about the 80/20 Rule. The concept was developed by an Italian economist named Vilfredo Pareto over 100 years ago. Ryan Healy, a direct response copywriter has something to say about it: The 80/20 Rule is simple. It says 20% of inputs create 80% [...]