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 | 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.”...
by Chuck McKay | Mar 1, 2012 | Ad Writing / Copywriting, Advertising / Marketing Strategy
Originally published August 12, 2008. Some trends are cyclical. Some are obvious. Sometimes both. Most are also predictable. Are all trends cyclical? Hardly. In the 90s, as growing demand and sophisticated technology converged to create the Internet, providing service...
by Chuck McKay | Feb 10, 2012 | Ad Writing / Copywriting
Originally published February 10, 2006 Some people when they visit a new community look for the typical “touristy” kinds of things. Others wonder if there’s a casino nearby. I study the local ads. This week I’ve traveled through four major southern cities. As you...
by Chuck McKay | Dec 11, 2011 | Ad Writing / Copywriting
Originally published December 2, 2005 Most people are convinced that advertising is easy. Most believe that they could do a better job than the ads which inundate them daily. Perhaps they could. Some of them become advertising salespeople. Sadly, they are predictable....
