Why the big, thick spectacle cleansing cloth on the left cost a lot less than the small thin one on the right Some years ago I wrote copy for INSEAD’s School of Executive Education. This experience taught me many things, …
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Discounting done right – in two ways
Amazon – what a surprise! – teach the online discount firms a lesson After savaging the demented copy Groupon and Living Social run the least I can do is show you how discounting does work. You can see the full …
Read MoreA little fun for the weekend – plus a free flying pig to dodge
My two oldest friends are retired lawyers. One, Jeffrey, sent me this the other day. He is very funny. He used to introduce himself to people as “I’m Jeffrey. I handle all Drayton’s divorces.” He is a very kind man. …
Read MoreLooking for more profit? You won’t find it up there. And stop lying to your customers
When will you get it? We don’t give a hoot what you call yourself. We just want better service. Have a look at this, then ask yourself one or two questions. Such as “Who cares?” “Are you serious?” And “Haven’t you …
Read MoreFree 15 minute video: strategy, tactics – and suicide by copy.
New Daily Deals Post If you came here after seeing my email, you may recall that I promised to analyse some copy I called the business equivalent of AIDS. But if you just read this stuff for a laugh, well, that’s …
Read MoreThe most dangerous word in advertising? I disagree with Mr. Ogilvy – and his brother in law
“Originality is the most dangerous word in the advertiser’s lexicon” – Rosser Reeves, often quoted by David Ogilvy As I mention with boring frequency, because I enjoyed every minute and am quite proud of it, I worked with David Ogilvy for …
Read MoreA tragic waste of money by charities
Do you contribute to charity? Me too. And I resent their ineptitude at marketing. They are squandering our money. Read this and I’ll explain Committed staff members on course to Shine! Three highly committed staff members of the national charity …
Read MoreGood and bad: Lessons you can learn from two ads
Brilliant poster; stupid slogan; and an ad that throws away a good story I apologise for my usual tatty reproduction of these deathless works of art. Actually, I don’t. Your customers do not see them in a pristine condition the …
Read MoreSnakes in shopping centres? Whatever next?
“Imagination is more important than knowledge” – Einstein. But how many marketers know how to use it? Everyone talks about “creativity” – but most confuse it with being different for the sake of being different. One man who has an …
Read MoreIf you can’t relate to this, you’re on the moon
Who could it refer to? Any number of useless politicians and greedy bankers I hope Grizelda, the excellent cartoonist of The Oldie won’t mind this salute to her skills. I put it in for two reasons. First because it’s so …
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