ArchiveSeptember 2019

If copywriting was practiced like American medicine


If advertising copy was written the way medicine is practiced in this country, we’d have many more copywriting specialists; each expert at a very specific part of the copywriting practice. For example, we’d have copywriters who are experts at headlines. Then we’d have copywriters who are experts at body copy. Also copywriters who are experts at tag lines. We might break this specialization down...

If copywriters billed like hospitals


First, I would charge my client for my writing services. Then, I would bill him or her separately for the use of my computer. That would be followed by a charge for the use of the facility in which I do my writing, which is my house. If I also happened to ask my brother what he thinks of what I have written for my client, that would necessitate a fourth billing. And if I should offer visual...

There’s no there there


The NFL Player’s Association has to be the worst union in America. Here’s an entertainment product that generates $10 billion a year and half the players end up broke in their retirement years when they are brain-dead. They don’t even have guaranteed contracts. Players should be able to fine teams just like teams get to fine players. Coaches come up with a bad game plan? Fine...

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