Info Marketing Blog | Direct Response Marketing | Copywriting

Interview With Former Ogilvy & Mather CEO, Ken Roman

admin — Wed, 10 Mar 2010 18:14:36 +0000

On Tuesday, February 16th, I had the chance to chat with author and former Ogilvy & Mather CEO, Ken Roman, at the invitation of my friend Byrne Hobart.

What did we talk about?

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Conversion Rate Case Study: A 400% Pop

admin — Fri, 26 Feb 2010 19:00:23 +0000

At first, I thought my friend, Karl Blanks, got a degree in rocket science just so he could make room silencing jokes about it.

Now, after seeing an article in CNN Money entitled, “Google’s favored rocket scientist?,” it’s clear there’s evergreen PR value in his degree…besides the added rocket fuel he brings to the marketing table as a Cambridge trained rocket engineer.

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Copywriting: Headline Nightmares

admin — Sun, 14 Feb 2010 17:45:39 +0000

Whenever I interview a prospective copywriting or consulting client, one of the first questions I usually ask is: “who’s this product for?”

And more often than I’d like to hear, I get the answer: “it’s for everyone.”

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Mail Order Ad by Gene Schwartz’s Copywriting Mentor: Cecil Hoge

admin — Wed, 10 Feb 2010 17:12:23 +0000

If you’ve heard the story of a young Gene Schwartz working one day in the mail room and a few short years later becoming a mail order millionaire, then here is an interesting ad.

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Do You Have the Courage to Break Conventional Thinking?

admin — Tue, 09 Feb 2010 09:38:03 +0000

One of the best pieces of advice about the role of integrity in copywriting and marketing comes from Eugene Schwartz. There are bountiful examples he practiced as he preached.

Gene said:

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Swiping Successful Business Models Part II (The Institute of Children’s Literature)

admin — Mon, 04 Jan 2010 14:23:18 +0000

This is the tried-and-tested lead generation ad for The Institute of Children’s Literature.

It’s been going strong for over 30 years in both space and direct mail.

This space ad is the latest incarnation of the piece written by legendary copywriter, Malcom Decker.

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Bruce Barton: The Advertising Copywriter

admin — Mon, 04 Jan 2010 02:01:17 +0000

There’s been a lot written on Bruce Barton, so I figured I’d add a small piece to the pile.

Bruce Barton packed a lot into one lifetime. He was…

* Chairman and co-founder of one of the world’s largest advertising agencies, BBD&O

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18-Year-Old Millionaire Copywriter: Lillian Eichler

admin — Sat, 02 Jan 2010 20:46:37 +0000

The year was 1919.

18-year-old copywriter, Lillian Eichler, was working for the New York Ad Agency of Ruthrauff & Ryan.

Her first problem:

To move 1,000 dusty copies of the pre-1900 Encyclopedia of Etiquette, written by Eleanor Holt, which were sitting on Doubleday’s shelves.

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How To Launch An Ad Agency: Find The Man!

admin — Fri, 04 Dec 2009 12:02:00 +0000

This ad was was written by Philip W. Lennen in 1924 and effectively launched the ad agency Lennen & Mitchell.

Lennen credited this ad in part with taking the agency from zero in billings in 1924 to $12,000,000 by 1948.

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“Baiting the Hook” or How To Write Great Bullets

admin — Sun, 15 Nov 2009 10:37:25 +0000

If you’ve been writing ads for any period of time, you know there’s a world of difference between a good bullet and a great bullet.

Good bullets make you say: “hum, that’s kind of interesting.”

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