We tested a prototype website for one of my clients today. I spent many hours in a dark room behind one-way glass watching customers click around. Here’s what I learned. Continue reading
There are 5 posts tagged copywriting ().
Advertising Prescription Medicine: Paging Dr. Spuds MacKenzie
Prescription medicine commercials are to today what beer ads were to the 90s. Spokespersons and mascots and analogies and magic. My love for them is double bathtub.
Salix Pharmaceuticals thought the “Gut Guy” was a good idea. Probably an entire conference room full of people bought off on it — in writing. It worked for Michelin Tires, didn’t it?
The Salix ad wizards even ran a Super Bowl commercial for Xifaxan in 2016. Continue reading
Great meeting! There’s Mr. Pita in the break room.
The above is a page of my notes from a meeting that took place nearly twelve years ago. We worked many weekends on that campaign. Suntory times!
If you want to know what it’s like to work in an advertising agency on a big-time pitch, Continue reading
What is copywriting? Student video.
My students created this video for my DAD 255 Longform Copywriting class at the College for Creative Studies in Detroit. They scripted, shot, and edited the entire piece. Continue reading
I don’t feel like writing, situation normal.
Last night was one of those times when I didn’t feel like writing on my side projects. What I suffered was not procrastination but full-blown paralysis.
Nothing seemed worth committing to paper. Everything seemed trodden. Continue reading