Ivan Levison Do

By Ivan Levison Do you ever have to write web copy, e-mail, direct mail, collateral or other marketing materials? Then you know how easy it is to get stuck and waste time staring at a blank screen or piece of paper. Perhaps I can help with some suggestions. You see, when you write as much copy as I do, there's no time for "writer's block" or head-scratching. How do you develop fluency as a writer? An old joke answers the question: A guy gets into a cab in New York and asks the driver, "How do I get to Carnegie Hall?" The driver turns

By Ivan Levison Do you plan to generate leads through a direct mail or e-mail campaign? Will you be offering a fulfillment piece that can be downloaded from your Web site or sent via snail mail? Then you had better use a little imagination and creativity! You see, the days of telling prospects that they can get a free white paper are over. At least for successful companies. The white paper, as an offer, is so overused, tired and flat, that I urge my clients to try something different. Let's take a look at five ways to make your next

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