Many B2C companies know how to leverage the power of humor in their marketing campaigns. B2B marketing, on the other hand, can be clever and compelling, but is rarely funny. B2B marketers tend to steer away from the kind of edgy humor eagerly anticipated in Super Bowl advertisements. They may see humor as too risky,.
One of my favorite crime fiction writers is Elmore Leonard. You may know Get Shorty, Jackie Brown, and Out of Sight, among many of his classic novels. And one of my favorite literary devices Elmore uses is… suspense. He is the master of the fake out. Characters motives are always murky, and readers get hooked trying to guess.
You get a “flavor” for how ad re-targetting works when you are searching ice cream recipes and an ad for business analytics is part of the recipe!
When did “content” replace “copy as the preferred term for information conveyed on web and social media sites? For many years, marketing writers were always known as copywriters. That’s how I started my career in advertising, as a jr. copywriter. Anyone who watches Mad Men knows about the trials and travails of plucky copywriter Peggy Olson. Copywriters.