Copywriting: 5 proven discoveries that strengthen copy

According to Steve McKee in a recent Business Week article there are five words that you should never use in an ad. Here is his list: Quality, Value, Service, Caring & Integrity. He makes some reasonable points. He reminds us that…

There’s an interesting article in Advertising Age which looks at the failure of large companies to use keywords in their broadcast and print campaigns. The ideal scenario is that a TV commercial would repeat a certain keyword sufficient…