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July 29, 2007
The Fallacy Of People Don't Read Anymore
Here's a link to some great thinking on copywriting by the highly-respected Drew McLellan author of Drew's Marketing Minute , a blog currently ranking #37 on Todd And's Power 150 Marketing Blogs.
Drew's observations are built around the J. Peterman catalog. J. Peterman was made famous on Seinfeld before an infamous stint in bankruptcy. Now resurrected, the J. Peterman catalog and website are carving a distinct brand niche with their clothing. And the copywriting is brand-consistent, differentiating and ...perish the thought....FUN.
OK, I exist in a B2B world, as do many of you. So, is there anything to be learned from this. I contend yes. All copywriting is about appropriateness — in length and style. But appropriate is not defined rigorously -- it is defined by the brand and the presumed reader use. Everyone is TOO busy, businesspeople AND consumers. To me, the message of Drew's post is in writing's ability to make busy people slow down. If people are not reading your copy, could it be that the words are neither compelling nor relevant to the reader!?!?
Many thanks to Drew for helping point this out.
Posted by jcioban at July 29, 2007 11:40 AM
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