Commercial Writing and Creative Collaborationtag:typepad.com,2003:weblog-13009462009-06-22T18:24:44-04:00for B2B and Industrial MarketersTypePadFresh ideas can make the phone ringtag:typepad.com,2003:post-683830792009-06-22T18:24:44-04:002009-06-30T17:27:28-04:00I’ve been an outspoken critic of advertising that has no message, ever since I got into this business over 25-years ago. We often see a mishmash of irrelevant graphics, paired with insubstantial copy that leaves the potential customer with a...Lloyd LemonsBack to marketing basicstag:typepad.com,2003:post-595162142008-12-04T17:36:23-05:002008-12-04T17:36:23-05:00"A flood of data should never be allowed to wash away your common sense and your feeling for the market." -- Jack TroutLloyd LemonsNew scriptwriting project for railroad companytag:typepad.com,2003:post-581381162008-11-06T17:15:50-05:002008-11-06T17:15:50-05:00Caution: Unabashed self-promotion I just agreed to write a new video project for CSX Transportation. CSX is based in Jacksonville, Fla., and is one of the nation's leading transportation companies, providing rail-based transportation services. I'll be writing the script for...Lloyd LemonsMarketing communications 101tag:typepad.com,2003:post-571473232008-10-17T15:56:38-04:002008-10-17T15:56:38-04:00Times are tough. Times are terrible. This is not the time for hardcore, in your face selling tactics. Do this instead. Get back to basics. Join the conversation. Don’t be a bore. Say something that resonates with your audience. Follow...Lloyd LemonsNever walk the plank, nevertag:typepad.com,2003:post-561887782008-09-26T18:05:49-04:002008-09-26T18:05:49-04:00Okay! This is what I've been saying. (on Twitter and Plurk) Seth speaks the truth... don't give up now. And don't procrastinate. Start that new business, or launch that new marketing campaign! Today! The time will never be more right.Lloyd LemonsDavid Ogilvy spoke about copywriting oftentag:typepad.com,2003:post-553835242008-09-09T17:29:08-04:002008-09-09T17:29:08-04:00What David Ogilvy said about copywriting many years ago still applies today. Here's just one golden nugget. "Copywriters who believe they can tease readers into an advertisement are throwing money away. Blind headlines that require reading of the copy to...Lloyd LemonsJerry Seinfeld, Bill Gates talk about nothingtag:typepad.com,2003:post-551849382008-09-05T12:32:07-04:002008-09-05T12:32:07-04:00How about that first Microsoft ad? See it here. Does it make sense to you? It's either the beginning of a story, or a big waste of money, or both, or neither. It was expensive, you can be assured of...Lloyd LemonsIs your audience hearing what you're telling them?tag:typepad.com,2003:post-544902122008-08-20T23:15:52-04:002008-08-20T23:15:52-04:00That is such an important question. Because, often marketers get complacent. They go along, day-to-day, creating marketing messages and assuming that everyone knows what they're talking about. But do they? Is the real message getting through? Remember Joe Cocker? Okay,...Lloyd LemonsHumans are not cattletag:typepad.com,2003:post-530249542008-07-21T15:32:00-04:002008-07-21T15:32:00-04:00They’re intelligent, emotional, and interested in products and services that improve their lives. If you have that product they’re likely to start a relationship with you; but their capacity for trust is paper thin. You have to become the person...Lloyd LemonsThe world needs better marketing toolstag:typepad.com,2003:post-515215002008-06-18T13:03:34-04:002008-06-18T13:03:34-04:00There are two fundamental reasons why we should strive to create the best marketing we can. To introduce great products to more people faster. To bring an early demise to crap products.Lloyd Lemons