Copywriting That Respects Customers

I’ve spoken about showing respect for readers in general, but here I’d like to focus on customers who are reading your marketing collateral in particular. The following was on a Post Shredded Wheat Spoon Size Honey Nut cereal box I purchased recently. No...

False Logic And Salable Products

Bob Bly’s email about false logic in advertising and sales copy made me think. Copywriters–the best of our breed, anyway, and he’s among them–aren’t all adjectives, adverbs, and corny jingles. We apply technique to shade a brand, product...

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