Bob McCarthy

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at or call (973) 263-0562.

Almost universally, the great writing teachers tell us to avoid jargon and use small words instead of big words. But in copywriting, there are certainly exceptions to this rule—times when a bigger or fancier word, or even jargon, can command the reader's attention and persuade him more effectively than everyday prose.

By Bob McCarthy Of all the complaints you might get from a prospective customer, "Your price is too low" has to be at the bottom of the list, right? When did a great deal become a problem, you might wonder? Actually, it is more of a problem than you might expect—especially when you're trying to sell through direct marketing. Several years ago, I received an offer in the mail for a series of three directories listing all of the manufacturers in New England. I get these offers all the time, and sometimes I bite because I can use these directories for prospecting. Typically, the

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