Copywriting Blog


If We Can’t Eliminate Homework, Can We at Least Rebrand It?

Anna GoldsmithBrandingLeave a Comment

Do I even need to say it? Do I even need to talk about all the research that suggests homework — especially on the elementary-school level — doesn’t “extend learning,” but just stresses out our already stressed-out kids even more? Is there anyone who wants to argue that a stopwatch and a math worksheet count as quality family time? Now, … Read More

5 Questions to Ask Before You Commit to a Name

Anna GoldsmithBrandingLeave a Comment

5 Questions to Ask Before You Commit to a Name Like almost nothing else, coming up with the right name can give your company or product a real boost. As anyone who has tried it knows, however, it’s really hard to do well. That’s why big brands pay naming companies upwards of $100K to do the job for them. Naming … Read More

The #1 Mistake Copywriters Make — Especially the Really Great Copywriters

Anna GoldsmithBrandingLeave a Comment

What’s the biggest, most common, most job-eliminating mistake copywriters make? It’s not bad writing. In fact, the better the copywriter, the more likely he or she is to make this mistake. Answer: It’s not getting to know the audience. But wait, you’re thinking: In this age of content marketing, doesn’t everyone know how critical it is to spend time understanding … Read More

Tackiness, Thy Name Is Peyton Manning

Dan O'SullivanBranding, KvetchingLeave a Comment

Urban Dictionary defines a corporate shill as “A person engaged in covert advertising. The shill attempts to spread buzz by personally endorsing the product in public forums with the pretense of sincerity, when in fact he is being paid for his services.” Well said, Urban Dictionary. Now is it possible to add a photo of Denver Broncos quarterback Peyton Manning … Read More

Did You ‘Leak Guard’ Your Company?

Anna GoldsmithBranding, CatalogsLeave a Comment

Like all three-year-olds, mine wants to do everything “by hisself.” Among other things, this means getting ready for bedtime. Alex mastered taking his clothes off a long time ago and has just recently managed to pull on his top and bottoms (provided there are no snaps, zippers or buttons to contend with). But the night diaper that needs to be … Read More

My Grudging Admiration for Geico’s Advertising

Dan O'SullivanBranding, KvetchingLeave a Comment

As a consumer who is also a marketer by profession, a brand’s advertising can sometimes inspire conflicting emotions in me. Case in point: Geico. In my day-to-day life, I’m assaulted by Geico’s advertising ad nauseam. “Fifteen minutes could save you 15 percent or more on car insurance,” my TV, radio, phone and laptop remind me several times a day. The … Read More

Naming Disasters: Three Pitfalls to Avoid

Anna GoldsmithBranding1 Comment

Is “Milton” more likely to get beat up on the playground than “Jake”? (Absolutely.) Should we spell “sneakers” with a “z” at the end? (Absolutely not.) Is it trademark infringement if there’s a company with the same name, but they’re on the other side of the country? (You’d better check.) Whether we’re talking about a baby or a new line … Read More

Find Your Brand in Eight Questions

Anna GoldsmithBranding2 Comments

If you’ve ever done any online dating, you’ve probably been asked to think about “your personal brand.” This is really just a clever way of asking, “What makes you ‘you’ and different from your competition?” As in dating, the best brands in business are distinct, consistent and memorable. Because let’s face it, there are a lot of fish in the … Read More