by Chuck McKay | Nov 22, 2021 | Ad Writing / Copywriting, Minimizing Risk, Persuasion / Power of Words
Researchers must be careful to neutrally phrase a question, so as not to influence the response. My partner, Roy Williams, offers a perfect example. When a penitent asked if it was proper to smoke during prayer, he was told it was not. But when the question was...
by Chuck McKay | Mar 19, 2016 | Customer Focus, Retention, and Evangelism, Customer Service
I’ve just had an unpleasant experience with my bank. Interesting. I called it “My” Bank. Why did I do that? Merely because its the institution I’ve used for several years? I remember why I chose this bank to begin with. I’d just moved to a new...
by Chuck McKay | Jan 3, 2016 | Uncategorized
In the last post we used the persuasion diagram to organize advertiser information, which we then used to compose a radio ad. Let’s use the same exact information to build our newspaper ad. We fleshed out the rough points into this radio script: “Sometimes...
by Chuck McKay | Dec 15, 2015 | Ad Writing / Copywriting, Unique Selling Proposition (USP)
Let’s create an ad using the Persuasion Diagram from What I Know About Writing Ads I Learned In High School. This ad is for Elite Exterminating in Corpus Christi, Texas. Our objective is to promote their monthly in-home roach treatment. After interviewing the client,...
by Chuck McKay | Oct 14, 2015 | Ad Writing / Copywriting, Unique Selling Proposition (USP)
On August 23, 1969 the late Carol Jacobson began teaching us how to write effective advertising. By us, I mean the English composition class of Alamo High School, Alamo, North Dakota. Oh, she didn’t call it effective advertising. She called it “writing.”...
