Should You Write a Long-Copy Ad or Keep it Short?
Okay, you’re ready to publish the ad of a lifetime. The one that will pull like crazy and leave them begging for your product like pidgeons in the park. So, do you whet their appetite with a short and sweet…
Testing Your Price? Watch "The Number on the Left"
In a price of $40, the number or digit on the left is 4, and the digit on the right is zero. Be careful when changing the left digit. Example: a service business found no price resistance raising price five…
How to Make the Most of Your Website Copywriter
Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead of black and white, most business owners and marketing managers see indistinguishable shades of grey. But copywriting possesses one key element that most other forms…
Make Sure Your Guarantee Makes Sense (Many Don’t)
A number of publishers offer lifetime guarantees. They permit the subscriber to cancel at any time and receive a prorated refund on “unmailed issues.” But if you offer both a bill-me option as well as payment-with-order, such a lifetime guarantee…
Do You Make Mistakes Like These in English?
Do You Make Mistakes Like This in English An obituary contained this sentence: “Greg Garrison, a pioneering TV director, worked with stars like Dean Martin, Jack Benny, and George Burns.” My friend, top copywriter Don Hauptman, points out that the…