62. Eric Auvinet on Visual vs Text-based Ads, The ‘Perfect’ Woman & Consumer Testing
Copywriter for JWT, Eric Auvinet has +15 years experience mastermining the ideas and copy behind advertising campaigns.
How to Shape Human Behavior
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Start telling the stories that only you can tell, because there’ll always be better writers than you and there’ll always be smarter writers than you. There will always be people who are much better at doing this or… Read More
There are two media types: 1) Lean forward refers to readers who are seeking out information about your client – often online. They want to know, so tell them. 2) Lean back are more passive, watching TV, sitting… Read More
No matter how good it is, edit it down. You have a split second to catch the attention of a newspaper reader flicking though its pages, and your creative concept has to hit home quickly. However, one you… Read More
Writing is a very high-pressure job, made easier by the precise audience profile, which gives you plenty to work with in terms of establishing a relationship with the reader. This low-volume, high-quality list gives you a clearly defined… Read More
Remember that the design has to sell the message. Every element of the direct marketing design should push readers to the end sell, so the designer should read the copy fully and understand exactly what it is that… Read More
Relationship marketing focuses on retaining existing customers and building stronger relationships with them, and direct marketing – particularly with targeted mailers – is an excellent tool for developing existing customer relationships and increasing customer loyalty. Copywriting: Successful writing… Read More
Our words actually change the chemistry of our readers’ brain. Those changes are filed away as bits of memory. The longevity of each bit of memory depends on the vividness of the experience being recorded. Copywriting: Successful writing… Read More
I read the brief, turn it over so that I can’t look at it, and then summarize it in one sentence, no matter how clunky or unworkable that sentence is. Then I write it large on a big… Read More
Journalism is all about reporting the story as objectively as possible, while copywriting requires the writer to tell the story on behalf of the client. This is usually an objective and unbiased stance (any over-promotion within an article… Read More
Is there a better way to say 3 for 2? Should the message be ‘Buy two and get one free!’ or ‘Three for the price of two!’ or ‘Save 33% when you buy three!’ Copywriting: Successful writing for… Read More
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