John Forde

If people can't remember your offer, you, as a copywriter, are not doing your job. In the most recent installment of his "Copywriter's Roundtable" e-mail newsletter, John Forde offered nine tips for making your efforts more memorable. Some of the tips—be clear, be first, be emotional, be vivid—harken back to direct marketing basics. One we particularly enjoyed was "invent a new term." Says Forde: "An oft-quoted example comes from ... beverage company, Miller Brewing. Sometime in the 1970s or 1980s, it started advertising its beer as 'cold filtered.' Guess what. ALL beer is cold filtered. But once Miller claimed it,

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