From Dan Kennedy’s recent book No B.S. Marketing to the Affluent: An excellent lesson in selling a gift of any kind comes from the mail-order jeweler Karets and Facets, which target-markets to the mass affluent. A page of outstanding sales copy from the company’s catalog… is headlined “Guaranteed Gasp or Your Money Refunded.” This company […]
…it’s what people hear.” So says language expert Frank Luntz, author of Words that Work. When you are writing to persuade, the words you choose will profoundly affect the way your listener or reader reacts to your message.This phenomenon has applications in advertising — and in politics. Luntz recently wrote a memo to Republican members […]
By all accounts, Country Financial is a good company, offering products that benefit consumers nationwide. In an effort to be a good corporate citizen, the firm is sponsoring an historical touring exhibition called “Titanic, Treasures From the Deep”. The web site promoting the exhibition has a section called Lifeboat Challenge, where folks can take a […]
I spend a lot of time working with business owners on the most persuasive way to tell their stories. One of the most common desires I encounter is the desire to talk about everything in the commercial. It’s physically possible to talk about four different things in the same commercial. And give an address, web […]
… but perhaps not the underlying problem. My friend Rita Radostitz recently sent me an article from David Henderson’s blog. Henderson, a PR consultant and former CBS News correspondent, writes about David Meerman Scott’s new Gobbledygook Grader. The Gobbledygook Grader is an online tool designed to ferret out “gobbledygook, jargon, cliches and over-used, hype-filled words.” Copy your […]