My theory has long been that the replacement of the telephone and
face-to-face meetings by e-mail has increased the average American’s
writing skills considerably, especially in business. But journalist Janet Malcolm thinks just the opposite is true.
You can manipulate statistics to prove just about any point you want to make in your copy.
Couples we know here in Bergen County, NJ are absolutely frantic about
getting their kids into a “good school,” i.e., an Ivy League college. I’m
not, because I’m convinced that where you graduate from college and the
grades you get don’t play much of a role in determining your success in
A radio commercial for a financial services firm talked about how their
investment advisors could help ensure financial security for “older
senior citizen folks.”
A TV commercial for Zone Pilates said the product is “277% more effective.” This begs the question: 277% more effective than what?
It seems to me that large corporations have a decided edge in optimizing their Web sites for search engines over small business in general and solo practitioners in particular.
The business editor of our local daily newspaper e-mailed me about a story on marketing during a recession. Economists
are divided as to whether we are officially in a recession, but most
agree the economy is in a troubled state, to put it mildly. My
advice was that, during a recession, companies should be more flexible
and accommodating in matters of price, terms, delivery, service, and
Many members of the new generation of online marketers — bloggers, SEO
specialists, social networkers, viral video producers — loudly and
frequently proclaim that old-fashioned advertising … derisively
referred to as “disruption marketing” … is dead.
Lord Kelvin, inventor of the Kelvin temperature scale, once said, “When
you can measure something in numbers, then you know something about it.” Nowhere does his lesson have more meaning than in advertising.
My late friend, the accomplished Michigan ad man James Alexander, once
told me: “I can work with a client who is ignorant. I can work with a
client who is arrogant. But I cannot work with one who is both.”