Uncategorized

How people actually read While most copywriters like to imagine that every word they craft, every sentence they agonize over, will be read in great detail by their audience, that couldn’t be further from the truth. For the most part, people don’t read that way. They skim. And while focusing is something we’ve become worse …

The “short pitch” is the purest form of marketing. When I started out in marketing in nineteen , I did some copywriting for one-page print and direct mail pieces. They required really sharp, compelling, minimal prose. Ever try selling the virtues of a roof consulting firm in a four-inch print ad? Yeah. Today, nothing demands …