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Changes? Over My Dead Body
July 29th, 2014 by Jerry Northup
Writers don’t like changes because they generally think of their words as children. Not a big secret, but not necessarily a bad thing. I do believe that for copy to be authentic and persuasive, some degree of personal attachment is essential. Then, and only then, can a good writer let it go. It’s not all about you (except when it is). This is a crucial point.

The NBA's Sponsored Uniforms
July 29th, 2014 by Dwayne W. Waite Jr.
The world of sports is unlike any other. The kind of money that is spent is not only considered as "extra" to many consumers, but could also be considered as "necessary" to a small amount of them. Think about it — the amount of decades it takes to get season tickets to a Green Bay or Steelers game is absurd, yet people await the time the call comes so they can shell out thousands of dollars to see their favorite team play a sport. This is a leisure activity that has very direct effects...
The Page Is Blank. Now What?
July 28th, 2014 by Jerry Northup
That’s the question I asked myself when I first thought there could be value in trying to put into words what copywriters do to put concepts into words. There isn’t just one answer. But my goal is to provide insights that will help writers at every level generate better copy while providing greater understanding of the job itself (what copywriters do and how they do it, etc.) to those who employ and work with them. Ideas on paper are never a waste of paper. I’ve often heard it said that, “Great ideas can come from anywhere and anyone.”
When Consumers Copy Choice
July 25th, 2014 by Dwayne W. Waite Jr.
Consumers are not the best at making decisions. In an environment where we are bombarded with so many options, paired with even more irrelevant information and variables that affect judgment, it is easy to see why consumers have a difficult time. And when consumers are placed in situations where they have very little information...
5-Hour Energy Crashes Into Court
July 24th, 2014 by Dwayne W. Waite Jr.
The early 2000s saw an interesting race in the energy drink market. Monster, Rockstar, Red Bull, and many others poured into supermarkets, gas stations, convenience stores, and college campuses. Forget the "traditional" Mountain Dew, or MD's now defunct but crazier cousin Surge...
Banning TV Advertising?
July 23rd, 2014 by Dwayne W. Waite Jr.
As much as we bicker and point fingers about good and bad advertising, the political correctness of the regulators, the silly topic of advertising to children, or the relentless sexual nature of ads, we have never pioneered the idea of just banning advertising. That hurts too many businesses across too many industries. At least in the United States.
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