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 …

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, …