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Most valuable writing lesson ever. Or so says Steven Pressfield in this blog post on how his first professional job as advertising copywriter indelibly carved this truth on his psyche: “Nobody wants to read your ***. Let me repeat that. Nobody–not even your dog or your mother–has the slightest interest in your commercial…
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Or at least why the assumptions behind the review are off-base According to the nifty pie-chart to the right and the related study , because print newspapers reach people who are actively looking for, or “checking,” ads, they are still a solid advertising medium. How these people can conclude one thing from…
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Human nature hasn’t changed and neither have the priorities required for successfully conveying your message. Contrary to common opinion, David Ogilvy didn’t have a preference for long copy . What he had was an overwhelming bias towards anything that had been proven to work (which included long copy). Ogilvy’s real, professed preferences were for…
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HE HAD A VOICE NO LIBRARIAN COULD LOVE - CAUSE HE ALWAYS TALKED LIKE THIS. But look past the booming voice and easily parodied stage persona of the late Billy Mays and you’ll find an extraordinarily gifted pitch-man, worthy of his own TV show . A pitch-man whose fame and success made him…
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So I’m at the local Block Buster, holding a typical 3-movie stack: a serious or respectable drama or film classic, a romance or chick-friendly movie for the wife, and some guilty pleasure action movie or low-brow comedy. Guess which movie gets watched last or returned unwatched? You betcha, it’s usually the drama/classic. Oh the shame! The…
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So apparently the Internet Advertising Bureau is dissatisfied with search-based Internet ads . Seems they want to “overcome perceptions of ‘creative shabbiness’ in online media, and to help prevent the slide toward a ‘performance-based’ Internet advertising economy.” Ouch. While I can’t help but shake my head at the elevated nose and depressed…
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Do you have the courage to say what you’re not? Most people don’t, and it’s why their marketing efforts blend into the clutter. Discernible edges and silhouettes allow us to visually “grip” an object and separate figure from ground. Eliminate those discernible edges and you’ll effectively camouflage yourself. In the picture above, notice…
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As part of my Texas Tech series, I’ve been corresponding with West Texas entrepreneur and football fanatic (sorry for the redundancy), Tom Grimes , who has consistently offered outstanding commentary and feedback on the Texas Tech and Coach Leach phenomenon. In fact, his last e-mail was so good and applied so well…
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While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising , very few have even heard of Theodore MacManus , let along read his book, The Sword Arm of Business . And yet MacManus was, in some ways, a more successful ad man, having: Established his own (very successful) ad agency Launched the Dodge and…
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First, if you haven’t seen it yet, watch Microsoft’s response to Apple’s infamous “I’m a Mac” campaign. Click here to view the embedded video. Here’s the question: what do you want to bet that Apple has been just waiting - even itching - for Microsoft to release that kind of response to…
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I had finally tracked down that hard to find item online. It was the right size, the right shape, the right finish, and a tolerable price…and free shipping!
I clicked the nice, big, obvious “Add to Cart” button to dive headlong into the conversion funnel. ERROR. Some gobbledegook that only a developer would understand. No phone [...]
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