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Missed Message

18 January, 2015

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Starry starry night…Princess Cruises partners with Discovery to offer star gazing cruises. I have seen the TV spot a few times now. It’s a unique idea and the spot closes with a dad gazing happily at the night sky with his young son at his side. In a voiceover that’s supposed to be his recorded […]

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Best in Voice….

5 November, 2013

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Thank God for Duluth Trading Company’s consistent and fearless devotion to its own true voice. Here is an enviable mix of humor, snarkiness, and just plain old mojo.   The company’s catalog has been a favorite of mine for the last 4 years, with copy like: “Free-swinging flannel shirts” that “turn you into a lumberjack” […]

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What Industry Does Great Storytelling?

14 April, 2013

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Some of the best storytellers in marketing work in the beverage industry–alcohol. Beer, wine, scotch, all have companies with compelling and creative stories. In the case of micro-brew beer vs. big beer corporation, the borders are blurred and the marketing targeted to specific drinkers or audience segments. For example, I heard a really good ad […]

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Who’s Got All the Right Words for the End of the Year?

31 December, 2012

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Metro North! Very nice mobile ad pitches the pros of using Metro-North to get into the City for New Year’s. The voice over is pitch-perfect as well as the text on the ad itself. Hats off to the copywriter on this one — here’s an enviously compact message. All the important keywords one wants to […]

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A great company story

17 November, 2012

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Kikkoman’s recent commercial delivers a compelling company story in words and visuals then drives engagement even further with the call-to-action to learn more of the company’s “story” on its website:  

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“Trust Me, I’m Lying…”: What Does This Book Stand For, Anyway?

16 September, 2012

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“Oh, the tangled Web we weave….” I have seen the tip of the iceberg many times. Charted courses close-by. I don’t think it’s possible to work as a web copywriter for clients who drive profits by the measure of traffic and clicks  to miss this iceberg jutting out of the wide Web sea. But in […]

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Victorinox’s “Case Studies” – Swiss Army Knives in the field

14 August, 2012

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Case studies allow leverage of product in use, service success, and personal stories customers can relate to. Victorinox has just launched a new ad campaign built around its customer “stories.” I clicked into it from a banner ad on Wired.com: Landing page carousel engages users in a handful of customer stories: Clicking into any story […]

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If you’re a Student of Great Copy then….

4 May, 2012

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…you might love Rodale’s daily email newsletter like I do. It’s like a candy shop in my inbox everyday. Usually the email subject line alone is addictive hook. Today’s for instance: : “4 Things Your Garbage Says About Your Health.” Every day, Rodale’s The Daily Fix delivers me a treasure trove of intriguing and titillating […]

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Look to Your Own Persona: The Answers are Closer Than You Think

20 April, 2012

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As a web copywriter a persona–for ME–is a very effective tool. Companies pay other companies a lot of “nut” to research customer demographics, conduct surveys and gather poll data, ultimately to assemble and deliver a slick deck of diverse customer personas. Google “customer persona” and you’ll turn over a garden of search results for sites […]

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“Sexy-Ugly” QR Codes vs. Others?

28 February, 2012

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There is a contingent that feel QR codes are ugly. But I’ve had a bit of a fascination with them. Like all innovations, I think the QR code is helping pave the way to more elegant engagement tools.  What have they helped us do? Easily engage mobile customers with additional content, this by re-purposing barcode […]

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Clever Content

22 January, 2012

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Example of our herd mentality over at Wired…article on OnWander.com. We will follow others…maybe that’s what it is all about. Offline guerrilla marketing. Remember the coroplast yard signs that appeared a couple years ago for singles? They urged passersby to visit [SmallTown]Singles.com. That marketer must have owned hundreds of hyperlocal domains. (The national–viral—  yard sign […]

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Stop, Smell, and Poke the Web Copy

9 December, 2011

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We stop and smell the roses We taste test our recipes We listen to the engines purr, clunk, and bang We drink in the bouquet of fine and not so fine wines Why do we often spend so little sensory time with our web content? In some cases we literally slap words onto a web […]

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Shock and Awe Sales Copy

3 November, 2011

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“Should We Also Flood the Sistine Chapel So Tourists Can Get Closer To the Ceiling?” Info Marketing Blog‘s most recent classic advertisement is a brilliant example of shock and awe. The ad has nothing to do with the Sistine Chapel…

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Writing Web Headlines for Maximum Effect

18 October, 2011

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AdWords headline as an example of an effective web headline

Web headlines have the potential to affect every other word of content on a web page. Given those magical powers, doesn’t it make sense to know how to write a powerful web headline? Web headlines are non-negotiable components of webpages, articles, press releases, reports, white papers, blog posts, landing pages, sales pages, and ads. An […]

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The Most Dangerous Thing About Online Customers

14 May, 2011

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“People don’t want to be sold. But they do want to be educated, informed and surprised. They want to be the first to know. They want a competitive advantage.” (Mark Stevens, Entrepreneur magazine) As a Bank of America customer, I rarely click on the extra promotions I’m served, but back in 2005, when the company […]

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Micro-Script Rules: the book

13 April, 2011

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If word gets out on this book, it’s going to sail off shelves. Bill Schley’s The Micro-Script Rules is a $16.95 branding, identity marketing, business marketing guidebook. It puts to shame the gurus hawking their high-priced courses and info products that sell for hundreds and sometimes thousands of dollars. These “rules” pertain to ANYONE working […]

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