About Advertising --
Effective (and cost-effective) creative technique doesn't have to be a mystery.
The real mystery is why it's relatively rare.

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• Common Sense, Uncommonly Presented^SM
To create and evaluate effective advertising, here's a mindset for putting yourself into your prospect's shoes.

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• Headline of the Week. ... what would your answer be? (To yourself, please. I've already got too many headlines rumbling around here.)

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• Brochure Checklist. ... How well does your brochure communicate? Check the Checklist and see.

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    FOR WEB SITE OWNERS AND DEVELOPERS...

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• Interactive Copywriting. Writing for the Web requires special understanding of Internet users, the technology and online social patterns. But in an important sense, all copy for marketing communications should be "interactive." Here's why.

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• SEO Copywriter Checklist. Follow these guidelines, and you might even be able to do it yourself. If you have the writing skills, and some extra time.

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• Search Engine Optimization. Search site standards and methods are constantly changing. What can I tell you that we both won't have to update next month? Here's a backgrounder.

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• Copywriters and Web sites. Copywriters are naturally inclined to think like information architects, said the Internet World sources quoted in this really old page.
    Also see: Creative Services  |  Web Work

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   ESPECIALLY FOR STUDENTS...

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• Frequently Asked Questions about advertising.
So you wanna be a copywriter? From the e-mailbag, these Q&As about the ad biz and freelancing.

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• Conceptual Development. One way the process works. To get onto the right foot, sometimes it helps to start on the wrong one. These examples of spec work can get you moving.

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• Books and other handy stuff. So I don't have to reinvent the wheel. And so maybe someday you'll invent an even better one.

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For more details, call or e-mail me now.