Consumers have a soft spot for times gone by, and for things that feel safe, comforting, and familiar. For marketing copy, nostalgia’s possibilities are endless.
Emotion. Contrary to what many of us believe, it’s the thing that carries the most weight when we’re making decisions. Desire, love, fear, guilt, and anger are powerful motivators. When you tap into emotions in your copy, your words have more power to influence readers. [More]
When I stare at a blank page at the start of a new writing assignment, I probably feel as daunted as an architect does when looking at a pile of dirt in an abandoned lot. Just as he can see where the house needs to go, [More]
Truth in advertising may be moral code, but these days it’s almost du jour for brands to be so honest as to shock. Increasingly “ad agnostic” millennials are driving an upward trend of brands poking fun of themselves in advertising, website copy, [More]
Most researchers define Gen Xers as those born between 1961 and 1981, and Millennials as those born between 1982 and 2004. But what if your target audience is like Maria—she has little in common with either group.