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Too Little, Too Late: How Comcast Lost My Business
When I moved recently, I decided to switch back to Qwest from Comcast. My promotional period with Comcast had ended and I was paying nearly a hundred bucks a month for phone and Internet service. Qwest, on the other hand, could offer all the same service for $20 less a month. So I figured it […]
Continue readingCopywriters Channel Enthusiasm
Question: If your client is enthusiastic about his product, but you’re not, should you write the copy? In a perfect world, you would always write copy for products and services you’re personally excited about. But I’ve occasionally found myself in the position of writing copy for products and services that don’t get me excited. Here’s […]
Continue readingClaude Hopkins Great Mistake
Claude Hopkins was one of the greatest copywriters of the 20th Century. He documented his development as a copywriter and the advertising principles he discovered in two books: My Life in Advertising and Scientific Advertising. In Chapter 18 of My Life in Advertising, Hopkins reveals what he calls his “great mistake.” And what was that […]
Continue readingWho Is Your True Competitor?
Do you know who your true competitor is? Do you really know? Nearly everybody has read about or heard of the success of Southwest airlines. While reading The Contrarian Effect by Michael Port and Elizabeth Marshall, I came across this little gem: By offering low-cost fares, frequent flights, and fast, friendly service, Southwest quickly became […]
Continue readingRedundancy in Business
Last week, I started having MAJOR computer problems. I guess it was about time. I’ve got a Dell Inspiron 9200 laptop computer running Windows XP. The date this computer was shipped to me was February 28, 2005 — so it’s more than four years old, practically an eon in the world of computing. To sum […]
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