Copywriting

Don’t Fight the Law
April 1, 2004

Your Legal Team Need Not Be the Bane of Your Creative Efforts: A Guide to Prosperous Coexistence Your legal team and your creative team are two departments wed by corporate necessity and predestined to disagree. Or are they? It’s true these two factions, equally vital in the advancement and survival of your business, often approach situations from polar perspectives. But with a little cooperation, understanding and, most importantly, communication, your legal and creative departments can get along like June and Ward Cleaver rather than Peggy and Al Bundy. Perhaps the first step to harmonious relations between legal and creative is understanding the

Direct Mail Design and the Sistine Chapel
March 1, 2004

My wife, Peggy, and I have been to Italy in December twice, and twice we have relished being able to pop into museums, basilicas, chapels and architectural sites without waiting in long lines, without being jostled by thundering herds of tourists and without being deafened by guides nattering a rat-a-tat-tat babble of different languages. Italy in December is glorious! I first saw the Sistine Chapel 50 years ago, then a second time 30 years ago. The colors were drab, and the guides talked about Michelangelo’s use of “chiaroscuro”—light and dark. It turned out that chiaroscuro was none of the artist’s doing. Rather it was the

Well-equipped E-mail
January 1, 2004

Good design gives your message a fighting chance. If it feels as if e-mail marketing has become a battlefield, perhaps that’s because it has. Your messages must duck blacklists while staying in the good graces of whitelists. They must shimmy through spam filters, and then hope—even with opt-in e-mail—that when they finally arrive where you’ve sent them, recipients are still at the addresses. Given all that your e-mail messages must go through to reach their intended targets, it would be kind of sad if you hadn’t equipped them to present your offer in the most effective way possible. Introductions Once your message

When Pigs Fly - Creative Ideas I’ll Never Do Again
June 1, 2003

EDITOR’S NOTE: This contest ended in 2003. When I was a girl, my grandmother was a font of strange expressions. For instance, I was shy and when I didn’t speak, Granny would ask, “Cat got your tongue?” We didn’t have a cat but my friend did and, being very literal-minded, I wondered if it would leap up and bite my tongue off. Every now and then my dad would mull over some business problem and Granny would advise him to “take the bull by the horns.” Dad worked in New York City where, as far as I knew, there were no bulls, and if