"Imagine you're a famous neurosurgeon," said Dr. X. Now that was a stretch. But I nodded my head: I was interviewing the young New York City skull base surgeon—here called Dr. X. to protect his privacy—for a copy project. "You're a renown specialist," he continued, "and ... [Read More] [5 Comments. Please leave another.]
Archives for November 2010
MarketCopywriter On Thanksgiving: A New York Copywriter’s Collection of Thanksgiving Photos and Quotes
Here in the United States, Thanksgiving is a day to share a traditional harvest meal with family and friends—and to gratefully recall life’s bounties. I put together a few Thanksgiving reflections in the slide show, below. Wishing you and yours a very happy ... [Read More] [1 Comment. Please leave another.]
Copywriter’s Walk on The Dark Side: Where do You Draw the Line on Ethics?
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Pesticide companies. Industrial meat processors. A major US political party. What do they have in common? They’re all clients I refuse to work for. As a copywriter, I’m vain enough to believe my words have power—to persuade, sell and move people to action. And I don’t want to ... [Read More] [14 Comments. Please leave another.]
Want to Write Passionate Copy? Fall in Love With Your Product.
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Good news: You have a new client—and she needs tons of content. Bad news: She sells auto parts. Or prostate cancer services. Or neo-abstract expressionist paintings. Not that these products are bad. Far from it. But you know nothing—zero, zilch, nada—about them. How are you ... [Read More] [6 Comments. Please leave another.]
Copywriters and Creatives: Stop Asking for an @ss Kicking.
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Have you noticed? There’s something strange—and frankly, a little kinky—going on in the blogosphere these days. Everyone wants to kick your @ss. And they act as if it’s a good thing. Like you should be happy about it. Everywhere you turn, every tweet you scan, every link ... [Read More] [2 Comments. Please leave another.]