Five Ways to Make Your Email Marketing
Work Better

Email Marketing 101

When I wrote a few weeks ago about making your email so good it can’t be stopped, a few readers wrote to ask for more specifics.

It’s an understandable request, given the percentage of permission-based messages that are being thrown away by email service providers.

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What the Horizon Realty Fail
Can Teach You About Social Media

FAIL

If you haven’t heard the story yet, a Chicago real estate company called Horizon Realty Group filed a lawsuit against one of its tenants on Monday. She apparently made a snarky remark on Twitter, claiming that the company “didn’t care” about mold in her apartment.

Horizon is suing her for libel, looking for $50,000 in damages to their reputation.

She only had about 20 followers, so this looked like a pretty harsh David and Goliath story. Unfortunately, Horizon’s legal and PR teams forgot what happened to Goliath.

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How to Keep Your Email Marketing from
Being Killed Dead

Email Marketing 101

A new study by the email marketing firm Return Path shows that nearly a quarter of the permission-based email sent to Gmail never gets there.

No, I’m not saying it goes to a junk box. Most of it doesn’t get delivered at all. No bounce message. No spam folder. Just . . . gone.

(This is not spam I’m talking about, either. It’s email you asked to get, which Gmail decided not to give to you.)

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Why a Few Freelance Copywriters Make Most of the Money

Freelance X Factor

Yesterday Brian talked about the unfair advantage that good copywriters have when they’re marketing themselves. But a discussion in the comments broke out about whether or not good writers are a commodity.

The counterpoint was that good writers are a dime a dozen. There are just too many of them on freelancing sites like Elance. The market decrees that commodities (like oil, wheat, and talented writers) are priced based on pure supply and demand. So even if you’re quite a good writer, you have to duke it out with all the other good writers, competing for that precious limited resource: lucrative projects.

So what makes the difference for those lucky few, the best-paid writers? What’s their “X” Factor?

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The Killer and the Poet:
How to Get Rich as a Copywriter

Ogilvy on Advertising

‘Most good copywriters . . . fall into two categories. Poets. And killers. Poets see an ad as an end. Killers as a means to an end.’ If you are both killer and poet, you get rich.
~ David Ogilvy

Who knew that a dead Scottish ad guy, writing 25 years ago, would so succinctly capture what the Third Tribe was all about?

But if you’re an advertising history junkie like I am, you’re not surprised. David Ogilvy was one of the original (and great) Mad Men, with a knack for combining art and brilliantly effective commerce.

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Three Tips for Creating Your Own Independence Day

American Flag

July 4 is Independence Day here in the States, which, for most of us, entails the risk of losing:

  • your fingers to cheap fireworks;
  • your waistline to hot dogs;
  • your liver.

All of which, as a red-blooded American, I support wholeheartedly. But if you’re spending today celebrating the country’s independence, how about putting some attention on your own personal independence?

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