Remember a couple months back when I said I discovered a way to add more hours to my day? (If you don’t, here it is: “That Time I Discovered ‘Idle Time’ Doesn’t Really Exist,” Mendon-Honeoye Falls-Lima Sentinel, March 14, 2019). With all that rediscovered time I was able to explore a dusty section of unread books in my expansive library. (And by expansive, I mean… Wait. Forget it. It only gets Betsy mad.)
I began this new venture by perusing an entire series of books from the pens of the greatest copywriters. These books defined the advertising industry as it emerged from the 19th century into the 20th. They represent the primordial tracks from which Madison Avenue men evolved. They spawned a persuasive style that combined art and science into an effective (sometimes too effective) tool.
By “art” I refer to the words that effectively captivate and motivate the reader. But how do the words work as intended?
That’s where the “science” comes in. Today we call it “market research.” Claude C. Hopkins, acknowledged as perhaps the greatest copywriter, called it “scientific advertising.” His book by the same name (published in 1923) shows how an ad means nothing unless it stimulates its audience to act. He not only wrote the ads, he studied how Continue Reading “Should You Go Wide or Go Deep?”
Heah Come Da (Hamburger) Judge!
Sentinel Publisher Chris Carosa presents a signed copy of his book Hamburger Dreams to Best NY Burger winners, son Matt Beach and father Randy Beach, of the Ale ’n Angus Pub in Syracuse. To the left is Jean O’Toole, Executive Director of the New York Beef Industry Council, sponsor of the event.
It was a driving rain, which is actually OK if you’re driving in it. Which I was. But soon wouldn’t be.
I snaked through the meandering roads of the expansive Onondaga Community College campus, peering through the rain-fogged windows desperately searching for “Visitors Parking” between Lot 6 and Lot 7. The place was packed with cars.
Suddenly, the brake lights of a small foreign car parked ahead blinked on. I had my chance. The vehicle backed out and sailed away. I quickly maneuvered to seize the empty space. But, before I could pull in I slammed on my own brakes.
At the end of the spot stood an ominous sign. It warned “30 minute parking only.”
I was already late. It was 2:45pm and I was told the event wouldn’t end until 7:00pm at the earliest. Should I risk getting a ticket or find another space somewhere in the Continue Reading “Heah Come Da (Hamburger) Judge!”