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• Paths to Differentiation in Direct Response MarketingLee Marc Stein
  In a world where everything is becoming commoditized, the key to success becomes differentiation. That's becoming more difficult to achieve. Perhaps the biggest differentiation in building a business is service. That ...
  Ad Copy, Copywriting, Customer Acquisition, Direct Marketing, Positioning, Sponsorship
• How to Win Over the Man in the Chair: Salesmanship, Repetition and Direct MailErnest Nicastro
  Any salesperson worth his or her commission check will tell you that landing worthwhile new business takes a repeated and concerted effort—and lots of contact with the decision maker. This ...
  Ad Copy, Advertising, Copywriting, Customer Experience, Direct Marketing, Marketing Tips
• Three Ways to Turn Vague Attributes Into Compelling CopyJonathan Kranz
  If you have clients (or bosses) who want you to write about who they are, you probably witness them thrusting a list of attributes in your face. On the list, ...
  Ad Copy, Customer Experience, Positioning, Writing
• Changing the Tone of Business CommunicationSuzan St Maur
  With our focus on bold, blunt, "write-as-people-speak" prose in business, we no longer have any fancy phrases to lurk behind. We're on our own. Why has business writing become so ...
  Ad Copy, Web Content, Web Copy, Writing
• How to Write for a Multilingual Marketplace (Part 2)Suzan St Maur
  We've all heard the jokes about embarrassing translations in the marcom arena. But if you were were responsible for a hefty international marketing or ad budget, such gaffes would wipe ...
  Ad Copy, Branding, Taglines, Writing
• Dare Not to AdvertisePaul Barsch
  Ad Copy, Advertising, Brand Awareness, Creativity, High-Tech Marketing, Marketing Analytics, Targeting
• The Top Three Mistakes in Hispanic MarketingBlaire Borthayre
  Ad Copy, Advertising, Hispanic Marketing, Segmentation, Targeting
• Direct Response Versus Awareness Advertising: Which Way Should You Go?Steve Cuno
  Direct marketers insist, "If it doesn't sell, it isn't creative." To which awareness advertisers hurl back, "If it isn't creative, it won't sell."
  Ad Copy, Advertising, Copywriting, Direct Marketing, Measurement, Taglines
• Kill the ClichésJim Warda
  Clichés are grammatical abuse of the worst kind, because they're worthless.
  Ad Copy, Advertising, Writing
• How to Make Print Ads WorkMax Sutherland
  It takes something special to make your ad cut through the clutter.
  Ad Copy, Advertising, Branding
• How to Write Your Own Ad Copy: A Guide to Get You StartedSuzan St Maur
  When you need to write ads or promotional text, here are some tips that will help you develop a concept and message that work.
  Ad Copy, Positioning Statements, Targeting, Writing
• 3 Steps to Better Trade Ads Paul Hughes
  Glamorous or not, a lot of money is spent on trade advertising. And a lot of it is wasted.
  Ad Copy, Advertising, Logos, Marketing Tips, Taglines, Writing