It’s as if the Marketing Department had changed its mandate to become The Department of Sales Prevention. A corporation hired an agency with former IT people, who also know sophisticated persuasion skills and have direct response experience. The agency delivered … Continue reading →
Imagine being presented with a way to reduce your cost of providing technical support. Tech support is a necessary expense that when done correctly builds customer loyalty. One way to reduce your cost of providing support is to ensure … Continue reading →
Years ago the now late and lamented Copywriters’ Board contained threads and posts from copywriters of all levels of knowledge and experience. As you may imagine, such online gatherings produced many passionate discussions about what worked and what didn’t. One … Continue reading →
There’s a word that organizations commonly use to describe themselves. Ironically, it delivers the opposite of its intended effect upon the reader. Its mere presence immediately reduces the organization using it to the mediocre level of any organization in any … Continue reading →
1. Bragging Have you ever felt like buying from a salesperson who answered your questions by bragging about how good he was and how many awards he’d won? No. Nor has anybody else I’ve asked. Yet so much corporate content is … Continue reading →