“There is your audience. There is the language. There are the words that they use.” -Gene Schwartz | This is not a political post; and if you accuse me of it being political, you will be wrong. But the election of Donald Trump as President of the United States is a marketing case history for the ages. And whether you voted……
Just about a year ago, I sent this post… and since then, I have seen one example after another play out, online and offline, supporting the premise expressed in this subject line… I hope you can see applications with all you are working on right now with current promotions… Once upon a time, back in the dark ages……
“Networking” may be the most overused term in the business world today… and given the omnipresence of social media, the idea of creating a network is often in the hands of amateurs. Simply accepting anyone and everyone who sends you a friend request on Facebook, LinkedIn etc. is far from the gold standard.
When I asked Jay Abraham to interview me for his tribe about my new book, The Advertising Solution, he didn’t answer with a simple “yes”… He wanted to make sure that whatever we did was far more than just me talking about the book… Jay always looks for maximum learning with anything he does. Jay is one of my……
I was thinking about Gary Bencivenga a lot this week… not only because he is America’s most prolific living copywriter but also because he influences me every day with how I think and how I write. In addition, he was top of mind since but I talked about him a lot in the past few emails I’ve…
I have a confession. I’m a direct mail guy. And proud of it. I’ve been responsible for over a billion pieces of mail in my career (and you don’t mail that many pieces when they don’t work!)… and probably closer to 2 billion. And when I say “mail,” I mean those paper things that come to your physical…
Eugene (Gene) Schwartz, author of Breakthrough Advertising, had this to say in his preface to the 2004 edition (now out of print) which I had the privilege to publish with Marty Edelston at Boardroom: “…this book is not about building better mousetraps. It is, however, about building larger mice, and then building terrifying…
I had the privilege of spending the last week with three of the greatest copywriters of all time: Jay Abraham, Clayton Makepeace, and Mark Ford. And without a lot of prompting from me, when each of them spoke at my Titans Mastermind meeting about creative resources and specifically about the topic of how we hire copywriters……
If you thought the full subject line above could have been: “The next million dollar copywriter… could be YOU,” it’s not… because the world is changing in this area… and quickly. In fact, I will maintain that the next “million dollar copywriters” will be working under a completely new paradigm… one that I believe…
“Learn the rules like a pro so you can break them like an artist.” I’ve shared this quote with you previously… it’s from Pablo Picasso… and it’s truer today than ever before. As I continue my adventures as “T Rex in the wild, wild, west,” it becomes more apparent every day that knowledge of the fundamentals of…
strategic breakthroughs
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