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Thursday, 14 June 2012

They don't make them like this any more; a flotilla of freebies; and some eager beavers

My friend Andy Owen sent me this. This man had the car for 82 years, and died at 102.

Something to aim for.

Andy said “They certainly don't make them like that any more.”

I heartily concur. I had a Rolls for about ten years. It was bloody useless. Now BMW owns the firm, I think. I am sure the cars are reliable but God, what great big ugly things they are!

That car has 1,070,000 miles on it, still runs like a Swiss watch, is dead silent at any speed and is in perfect cosmetic condition.

I wish I could say the same.

It is now in a museum. I have no desire to end up like that.


But enough of this frivolity. I am putting together a series of free seminars or webinars or whatever you like to call them.

At the weekend I recorded one about copy for business to business, which people keep asking me about.

I didn't like the way it was edited: made me look even more like a Galapagos tortoise than usual, so Chloe is re-doing it.

That will be up next week, and I have two more lined up. One on copywriting for charity, and one I found lurking on my computer called "The 10 best ads of the last 10 years."

But tonight at 2000hrs (UK Time - GMT+1) I shall be interviewing Daniel Levis, who is one of the best copywriters I know, and one of the few whose stuff I read.

He has made some very sweeping claims about the power of storytelling. Can it really overcome people's reluctance to pay you decent money? Will it really strengthen the bond between you and your customers? Does it really "vaporize buyer resistance"?

He makes one very interesting point: 

Doubling, tripling, or even quadrupling your profit margins actually has nothing to do with your product at all.

It's not about products. It's not what your products do that makes people value them.

Does a Rolex watch tell time 150 times better than a Timex? 

Well, you can join us if you follow this link.


Now that we've mentioned tortoises, how about beavers? 

Yesterday a kind reader bought me lunch. He said, "I know I can't afford your fees".

I replied, "I have a suggestion. I have three copywriters I have been training. If you like I will give one of them the job, and I will supervise, edit, rewrite and so on. I am quite good at that."

Those are the eager beavers.

The truth is, they usually come with ideas I never would have thought of. The youngest is incredibly fast. The oldest is very experienced - he's worked successfully as marketing director of a firm.

So there you are. 

Bird on the cheap. 

Kindly note that I resisted any puns at that point.

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