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A Tale Of Two Copywriters

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One late summer evening, two copywriters sat down at their keyboards to craft sales letters for almost identical products.

They were very much alike, these two copywriters.

Both had years of experience writing every type of ad and were dynamos at selling to their core markets.

Both writers were also dedicated students of direct response marketing and were up on the latest trends and techniques for making their clients (and themselves) ever larger profits.

But while one writer spent an entire week on writing and edits, his leisure-loving colleague cranked his final draft out within hours of sitting down that first evening.

And here’s the capper. [Continue reading] about A Tale Of Two Copywriters

Filed Under: Direct Response Copywriting Swipe File

Why Puerto Rico is unique as a place for manufacturers to make more profits

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This ad with Malcolm Forbes was part of the series Ogilvy and Mather created for the Commonwealth of Puerto Rico. They're flatly some of the best business development ads ever written  and were responsible for changing the landscape of the … [Continue reading] about Why Puerto Rico is unique as a place for manufacturers to make more profits

Filed Under: Ogilvy & Mather Direct Swipe File

How Long Should An Advertisement Be?

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Warning: if you want the long answer to this, it'll take about 20 minutes to read this behemoth of an ad from Victor Schwab. Also, unless you're comfortable working with electron microscopes, printing this on an 8 1/2 x 11 will be a slog (Just … [Continue reading] about How Long Should An Advertisement Be?

Filed Under: Direct Response Copywriting Swipe File

Ad Legend Albert Lasker and “Salvaging the Shipwreck”

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"Albert Lasker was the father of modern advertising and - yes - of Madison Avenue. The revolution in promoting and selling which Lasker started in the early 1900s has swept across, and beyond,the Western world. Lasker himself, having taken more money … [Continue reading] about Ad Legend Albert Lasker and “Salvaging the Shipwreck”

Filed Under: Advertising Legends

Interview With Former Ogilvy & Mather CEO, Ken Roman

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In February of 2010, (Yes, years ago but it was a great interview!) I had the chance to chat with author and former Ogilvy & Mather CEO, Ken Roman, at the invitation of my friend, Byrne Hobart. (I'm reposting with some edits in January of … [Continue reading] about Interview With Former Ogilvy & Mather CEO, Ken Roman

Filed Under: Blog

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Recent Posts

  • A Tale Of Two Copywriters
  • Why Puerto Rico is unique as a place for manufacturers to make more profits
  • How Long Should An Advertisement Be?
  • Ad Legend Albert Lasker and “Salvaging the Shipwreck”
  • Interview With Former Ogilvy & Mather CEO, Ken Roman
  • Ogilvy Ad from Commonwealth of Puerto Rico Series
  • Ads That Command: Defiant Child?
  • An Interview with Mystery Writer Chris Grabenstein
  • The crimes they commit against their ads
  • Strange Ads That Sell
  • The “With-Without” Formula
  • Before banks were synonymous with vampire squids
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