Bob Bly

One of my greatest pleasures is to read trade journals, newsletters,
and business magazines at home or during lunch (like many of you, I
don’t have time to read them during working hours). But
according to an article in BtoB (3/10/08, p. 28), I may soon be denied
that privilege, as magazines discontinue their print editions and make
their content available on the Web only.

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In an interview with The Record (3/13/08, p. 20), rabbi and author
Shmuley Boteach warned readers that there’s much more to life than the
pursuit of professional success — something that many entrepreneurs are
obsessed with.

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Decades ago, there was a terrific restaurant in NYC with no waiters: the Horn & Hardart Automat. All
the food was displayed behind glass windows. To order, you inserted
your bills and coins in a slot, pushed a button, removed your sandwich
or pie, and put it on your tray — no waiting, no being ignored by busy
wait staff, no tipping.

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The Last “Detail Man”

by Bob Bly on December 8, 2009 2:30pm

in Business Management

In the old days, sales reps for drug companies were invariably middle-aged men, known in the trade as “detail men.” The average detail man wore a downtrodden appearance and demeanor, no doubt from years of shabby treatment by the M.D.s who were his prospects — and treated him as a second-class citizen.

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Geico’s “False Bonding”

by Bob Bly on December 3, 2009 2:30pm

in Business Management

“False bonding” refers to advertising that seeks to create a bond with
the prospect, but does so in an illogical or insincere — and therefore
ineffective — way. A good example is the recent radio spot for Geico offering homeowner’s insurance to people who rent.

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In an article in DM News, Tom Rapses, a creative director, divides marketing into two separate categories.

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An article in Circulation Management (5/08, p. 12) states: “Your subscribers should be complaining about their subscription price. If they’re not, then you’re not charging enough.”

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The June 2008 issue of Fast Company features a cover story on ad agency
Crispin Porter and the much-talked-about Apple campaign “PC vs. Mac.” On the cover is a photo of the agency’s creative honcho, Alex Bogusky,
doing his best to look smug, self-assured, and ultra-cool.

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Social media evangelists are in love with Twitter, Facebook, and their
ilk because these networks enable continuous “naked” conversations. Robert Scoble, I believe, has stated that his goal is to have at least one naked conversation a day.

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Now, if you are a new copywriter … or new to financial subscription promotion … you might think this is a good headline. But to anyone with experience, it’s fairly lame.

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