Media is migrating to digital platforms, and that is a problem for traditional advertisers. It’s no surprise that people hate the clutter, the hype, and the interruption of advertising. But what has surprised advertisers is the extent to which they will go to block, skip, and avoid them. Digital media gives them more ways to […]
Web copy: The false choice of brand vs. response
Beware the hype about hype copy. It can take you off strategy. Case in point is an article I saw recently titled The epic face-off in copywriting: hype vs. no-hype. It is a frontal attack on direct response copywriting masked as a critique of hype. I am surprised a commentary on the evils of hype […]