Feelings of sci-fi peril aside, the capabilities of programs like ChatGPT are remarkable. I’ve tried it, and I can’t say that I would be able to easily tell the difference between a passage written by the program or by a person.
What Makes a Good, Effective Read? Editing Does
Everyone has heard the cliché in real estate: “It’s location, location, location.” Well, in 2021, when real estate is booming everywhere, maybe it’s low interest rates and a pandemic-enhanced market. For those in the writing profession, it's editing, editing, and more editing. We know that excellent editing makes the copy sing. Only very rarely does... Continue Reading →
Where’s the Beef? It’s not Just in the Tag Line. It’s in the Campaign
Some of the greatest marketing slogans of the last 70 years have stuck with us, despite the fact that they haven’t been seen or heard in many decades. If you’re old enough, you’ll remember the following: Clara Peller, asking in a Wendy’s commercial from 1984, “Where’s the Beef?” And no, this is not an ad... Continue Reading →
Sex Sells, but Everyone Has a Story to Tell
I was 17 years old, 5-foot 5-inches tall and 120 pounds dripping wet. I was put in charge of the rear platform station of the Galaxy, a large rollercoaster at an amusement park where I grew up on Long Island. Nothing about this rollercoaster was automated, by the way, and that included the braking system... Continue Reading →
A Simple Road to New Marketing Copy
Taking the first step to developing new marketing materials can be daunting, but it need not be. Here is one tried-and-true approach that works in almost any setting
Lessons of the Lowly Press Release
Consider the lowly press release. Time tested certainly, but sexy? Few would say so. But it is still around today, used everywhere—in newspapers, on the Web, on social media, printed for viewing at live events.
Marketing Efforts: No Need to Run, Walking Is Just Fine
Have you ever jogged in 90-degree weather? It’s sweaty, laborious‑not a joyous experience, and even hazardous. That’s how many small businesses feel about taking time out of their extremely busy day to market themselves.