The Three Kinds of Copywriting Copywriting legend Eugene Schwartz, whose writing generated over $1 billion in sales, said that there are three types of copywriters. Here I’ll call them “copycats,” “formula copywriters,” and “creative copywriters.” If we draw a sports analogy, we can say these three categories are equivalent to
The Foundation of Modern Marketing In 1961 marketing pioneer Rosser Reeves introduced the concept of the Unique Selling Proposition (USP) in his book Reality in Advertising. Since then the USP has become the foundation of modern marketing. In recent years the Internet has brought the concept to a wider audience.
Four Point Marketing Strategy A good way to visualize marketing strategy is to picture a pyramid. A pyramid has four points–a triangular base plus a peak–so we can call this approach “Four Point Marketing.” At the top of the pyramid is your product or service. This connects with the three
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