The Question That Drips Danger

Paul Talbot Copywriting

Twenty-five years ago, when I was a sales manager, I would sit in my office and occasionally bellow out, “No.” This happened when I overhead a salesperson working the phones ask a prospect a question that could be answered with …

Right Word, Right Vintage

Paul Talbot Copywriting, Featured

The right word has always mattered.  I’m one of those guys who has either frittered away or invested hours tinkering with choices that eventually wind up hatching the right word. As Mark Twain wrote, “The difference between the right word …

The Character of Legal Marketing Content

Paul Talbot Copywriting

“Character may almost be called the most effective means of persuasion.” Aristotle Character is inextricably linked to the law firm’s positioning.  It is thoughtful and deliberate. This character of legal marketing presages the kind of relationship a prospective client might …

Drinking Native Advertising Cocktails

Paul Talbot Copywriting, Featured

Native advertising sure sounds like fun.  The term evokes images of languid strolls along spits of sugary sand.  Grass huts and coconut trees.  Maybe even a rum drink packed with chunks of fruit speared with an umbrella It’s as if …

Remarketing Doesn’t Have To Be Creepy

Paul Talbot Copywriting, Featured

There’s something inherently creepy about a remarketing campaign.  We can easily feel as if we’re being stalked. A marketer’s good intentions can go sideways.  Helpful intentions can be perceived as annoying persistence… or worse. These campaigns are largely shaped by …

Email Open Rates In The Mobile World

Paul Talbot Email Marketing

Email open rates may be our leading source of statistical obsession. And with good reason. So when the analysts with Worldata shake down 25,000 different email marketing campaigns to see what they can learn about open rates, their findings deserve …

Marketing Content Gifts

Paul Talbot Copywriting

At a surprisingly subdued cocktail party the other night, I found myself talking with an accountant. “You and I probably do much the same thing,” I said.  “We each get a bunch of information from a client and work on …

The Lineup of Brilliant Losers

Paul Talbot Copywriting

It is admired as the longest-running direct response advertisement ever. Every serious copywriter has a copy of it. Between 1918 and 1959, the Maxwell Sackheim advertisement for the Sherwin Cody School of English kept running and running.  The same headline, …