by John Cole | Jul 9, 2009 | Captions, Articles, Advertisements, Headlines & subheads, Collateral, Sales Brochures, Corporate Brochures, B2B Copywriting
I spent a couple of days at the Paris Air Show last month. And as I usually do at such events, I picked up a bunch of product brochures to take home and study. Reviewing them, one thing jumped out at me. I saw the same costly mistake being repeated over and over...
by John Cole | Jan 7, 2009 | Advertisements, Lead Generation, Headlines & subheads, Direct Marketing, B2B Copywriting
You’ve just drafted a handful of benefit-driven headlines for your next space ad. You’ve picked out two or three that look fairly promising. But each…just seems to lack something. You’re wondering to yourself, “Will any of these really work? Can I be sure? How could I...
by John Cole | Dec 9, 2008 | B2B Copywriting, Advertisements, Lead Generation, Headlines & subheads
A couple of months ago, a client showed me the trade magazine in which an article I’d written for her had been published. She seemed pleased. I felt sick. Unbeknownst to me, and to my client, the magazine’s editor had replaced the headline I’d written with a much...