Foote Cone & Belding

Gillette Flunks the Giggle Test
June 30, 2005

Razor Wars: Little Schick cries foul and the giant is nicked Look over the saga of Gillette vs. Schick-Wilkinson Sword, and you do not find two rivals vying for share of shaver market. This latest decision in favor of Schick is but one small victory in what is a truly nasty, all-out war between a corporate Goliath (Gillette with 90 percent market share) and David (Schick). The conflict is not only being waged in the media and on retailers' shelves for the whiskers of the American post-pubescent males, but also in courtrooms on both sides of the Atlantic. To follow their endless

Writing to an Audience of One
June 1, 2001

By Judy Cromwell Know thy audience" is the golden rule of every good direct response copywriter. Today more than ever, personalization and printing techniques—not to mention skilled database analyses and web-based applications that reach out to the customer—make it possible to target an amazingly narrow audience. But state-of-the-art technical applications go to waste if the writer fails to understand the prospect's psychographics—the fears and desires that motivate a sale. Here are three examples of great copywriting that capitalize on all the information available, including the writer's most treasured gifts: insight and common sense. Write Your Copy in the