How aliens can help you sell more

Posted by on Jun 12, 2012 in Copywriting, Marketing | 0 comments

Have you read the Slate’s latest article on podcasting? If you haven’t, check it out. Don’t worry, I’ll wait. Slate doubles down on podcasts Done? Good. Now, here’s a problem… Why did the Slate’s podcasts do so well when the Times and the Boston Globe flopped? It’s the same reason that people don’t read your e-mails, or your letters. Or, come to that, any of your advertising. Sorry to put...

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How to charge more

Posted by on Jun 10, 2012 in Marketing | 0 comments

I’m sure you’ve heard of the 80/20 rule. Here’s a variation: 20% of the quality produces 80% of the result. If you’re aiming at the higher tier of your market – a Selfridges rather than a BHS – then you need to remember this. Your customers are the ones who won’t be satisfied with 80% of the result, and will pay the cash to go the whole way. Another thing to remember is this: ‘result’ can...

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Why this blog is selfish

Posted by on Jun 8, 2012 in Wittering | 0 comments

Whenever I try something new, there’s always a bit of thinking involved. What am I trying to achieve here? What problems will there be? How do I fix them? Some of that makes sense. When I write a story, I should have a vague idea of who the characters are and what motivates them. When I write copy, I should know enough about the market and product to know why it’s going to appeal. But it can go too far. There’s always the...

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“There are worse crimes than burning books. One of them is not reading them.”

Posted by on Jun 7, 2012 in Story | 0 comments

What were you doing when you heard that Ray Bradbury had died? I found out in a Skype chat. As a few of us worked through an under-performing presell campaign for another member of the group, it was dropped in. I’m being a bit dramatic here. I’ve only read a couple of his books, and though they were good he wasn’t in my top 5 authors. (Yes, I have a top 5. And so should you.) But I’ve got to admit, the guy knew how...

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