I've finally come up with a title for my new book on writing: "WRITE IT RIGHT: Let the world's greatest copywriters show you how to make readers love your emails, letters, memos, blog, ads, white papers, annual reports, PowerPoint, articles, books, website and yes, especially your résumé." Here's a preview—the chapter on Words that follows Outlines, Research, Plagiarism, Getting Started, Headlines, Ledes, Moving the Readers' Eyes 1 & 2, and lots of other stuff. I hope you find it useful.
Many mornings around 4:30 I am awakened by the clack and thump of The Philadelphia Inquirer and The New York Times coming through the mail slot downstairs and hitting the floor. I don’t like these two suppliers of my morning news.
The type is smallish and the news perpetually grim: endless and expensive wars in three third-world countries, terrorist threats, Washington mired in name-calling and gridlock, massive unemployment, poverty, $14.8 trillion national debt, hurricanes, floods, droughts, starvation and earthquakes on a planet rebelling against our appalling stewardship.
Yet over a mid-September weekend these two dreary rags—plus a fascinating email offer—gave me six jolts of sheer delight.
Can you do as much for your customers?
The good news: Insert media continues to blossom, with new programs being announced regularly. The could-be-better news: The channel still needs more players, both advertisers and program owners. While this medium has seen significant expansion in recent years, everyone with a stake in its success is clamoring for more. More large programs. More variety in advertisers and offers. To identify a few of the main challenges and opportunities in the insert media arena, Target Marketing called on two leading experts: Leon Henry, chairman and CEO of Leon Henry Inc., and Lisa Roland, president of Everyday Media. They shared their thoughts on how marketers can leverage
Grandpa Bill is on the hill With someone he just married. There he is at ninety-three, Doin’ what comes naturally. —Irving Berlin, Annie Get Your Gun, 1946 On Dec. 29, 2006, my wife, Peggy, and I had just made a shopping list for the New Year’s Eve dinner that we would be serving. The centerpiece was to be a standing rib roast. The following morning, I opened the The New York Times and came across a story by Andrew Pollack and Andrew Martin titled, “F.D.A. Says Food From Cloned Animals is Safe.” The most disturbing paragraph: Opponents hope to bring Congressional pressure to bear
Think Before You Act Feb. 2, 2006: Vol. 2, Issue No. 9 IN THE NEWS Multimedia Launch of 'Bubble' Gets Mixed Response An experiment in launching a movie almost simultaneously in the cinema, on cable television and on DVD attracted few theater-goers, although the film has done well in DVD orders, according to its makers. —Sarah McBride, The Wall Street Journal, Jan. 30, 2006 In the film world, the time-honored sequence for release of a new movie is theater distribution first, followed by DVDs for purchase and rental, and finally presentation on cable or network TV. "Bubble" is a low-budget thriller directed by
Who Speaks for Your Company? The new General Motors strategy of offering employee pricing on all new models resulted in a 47-percent sales increase in June. Ford promptly followed suit. Chrysler went them both one better by not only offering employee discounts but bringing back Lee Iacocca--the man who saved the company in 1982 and became its spokesman--to do the TV commercials, complete with the line he made famous, "If you can find a better car, buy it." In 1955 Ogilvy & Mather dreamed up the idea of using the CEO of Schweppes USA, the elegant, bearded Commander Edward Whitehead, as the centerpiece of
The following is the full list of Grand Controls identified by the Who's Mailing What! Archive as having been mailed for three years or more during the past decade (1995-2004). For more information on any of these mailings, contact Archive Director Paul Bobnak, at (215) 238-5225. Or, to order access to the entire direct mail library of mailings received by the Archive between 1994 and the present, visit www.whosmailingwhat.com. AARP Membership Registration Archive Code: 571AMASRP0604Z AARP Membership Card Archive Code: 571AMASRP0397A AARP Certificate of Admission Archive Code: 573AMASRP1095AZ Advertising Age Year/$69.95 Archive Code: 205ADAGEM0799Z Air & Space 5 + 1
By Denny Hatch Where channel integration means a sales and marketing network that never rests. You have to be in awe of a company that opened its doors in 1987 and ended 2002 with 26 patents, 321 retail outlets, 25,000 testimonials from happy customers, net sales of $335.8 million and a dazzling stock performance in what can only be called a bungee-jumping market. The company is Select Comfort, headquartered in Minneapolis, manufacturer of beds that encompass a revolutionary design and blessed with a marketing team that rivals the legendary David Oreck and the wizards of Bose. About the Interview That Follows Noel
AOL & The Genius of Jan Brandt By Denny Hatch In 1993, Internet access was essentially a three-horse race. The text-heavy CompuServe was owned by the tax accounting people H&R Block and had about a million members. So did the cartoon-oriented Prodigy, a joint venture among CBS, Sears and IBM. The longshot was America Online (AOL), with its elegant Graphical User Interface (GUI), chat rooms and exclusive community-building techniques, that had been taken public the prior year by founder Steve Case; he had just under 250,000 members and was doing about $40 million a year in revenue. One advantage Case had over the
Strategies for using alternative media to surround your market By Denny Hatch When I started out in this business back in the 1960s, bulk mail postage cost as little as 2 cents and 3 cents. Consultant Paul Goldberg reminded me that when list rental prices went up from $12.50/M to $15/M, the industry screamed bloody murder. What's more, back in those halcyon days, people did not receive much advertising mail; your piece would be scrutinized and acted upon. Today, direct mail represents a very different story. The basic bulk mail postage rate is a whopping $250/M. If you mail a good deal and