Web Copy Blog

Who are we talking to?” is a question asked in the formulation of literally every ad campaign under the sun –The emphasis is always on the first word.
It’s about targeting. However, the offence is forgetting about the second bit. The bit about talking to.
Traditionally, of course, advertising has “talked at.” That’s supposedly changed in recent [...]

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This is a great article. Because there’s too much good in the world. Too many good, solid campaigns. Too many good, sound people. Too many good meetings. Too few great successes.
Can a good idea become a great idea? How do you recognize great creative people? Research and analysis, more time and a bigger budget, will [...]

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How to talk persuasively about topical and tactical advertising in a book? A medium more about shelf life than it is about plugging into the zeitgeist of whatever exact moment you happen to be reading these words.
Being topical isn’t so easy when the advertising process itself is so killing to freshness and immediacy.
An average ad [...]

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The customer is king. Except in many agency creative departments, where winning awards turns you into royalty.
The customer is king. Except in many agency network boardrooms, where winning new business rules.
The customer is king. Except in many client hierarchies, where advertising standards reflect what junior mangers believe will get the nod of approval later when [...]

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First things first. How on earth do you get your message through? There’s so much rival noise already distracting your prospect in such a cluttered world.
How do you rise above the daily ruckus, not just the static coming from other advertisers, but the clamorous information explosion we’re all living in?
Nature understands that in a cluttered [...]

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Spanish Nobel Literature Laureate and poet, Juan Ramon Jimenez, said: “If they give you ruled paper, write the other way.”
Differentiation is the reason for a brand’s existence. Differentiation is, therefore, the basic responsibility of a brand’s advertising.
So why do so many ads look the same? Especially, as Jim Aitchison says: “The less an ad looks [...]

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