Archive | Advertising

What’s your call to action?

Both amateur and professional marketers make a fatal mistake far too frequently. What mistake? Forgetting the call to action in the materials and messages they develop. What is a call to action? In simple terms, it’s the instruction you give to the reader or viewer about the next step you want them to take. “Call […]

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“We already did that”

Like average Americans, you’re exposed to thousands of marketing messages each day, from TV commercials to billboards to slogans on fast-food drink cups. How many of the ones you saw yesterday do you remember? Probably just a couple – maybe a few if you really strain your memory. So why do so many companies and organizations […]

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Small book, big wisdom

I’ve spent many years in the advertising industry, and from time to time, people ask me if there are any books about the craft of creating advertising I’ve found particularly valuable. I’ve read many, but the single most influential upon my work is a tattered 1972 paperback that still occupies a prominent place on my […]

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FROM CLASS TO CRASS

While reading a book about the history of the New Yorker magazine (About Town by Ben Yagoda), I encountered an interesting bit of 1930s correspondence between the magazine’s founding editor, Harold Ross, and author E.B. White. Perhaps best known today as the author of Charlotte’s Web, White objected to the magazine’s acceptance of an ad […]

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