1. Inject your personality into everything you write including your Yellow Pages ™ ad. You’ll be amazed at the response. No-one wants to read boring and stuffy legal-ease. It makes them switch off. But – if your copywriting is engaging to read, your reader will read it, even if it is on the wordy side. 2. A friendly copywriting style builds a warm...

Each year businesses spend a small fortune on Yellow Pages advertising. It’s perhaps one of the largest single investments you’ll make in advertising all year so it makes sense to ensure your ad packs the biggest punch — and gives you the very best return on your advertising dollar. Doing this is simple if you know the right formula. I’ll...

Claude Hopkins is clearly a legend in advertising circles. He was the author of Scientific Advertising and also the creator of the famous Schlitz Beer campaign that sent their sales through the roof and illustrated the importance of thorough research. Here is just one of the pearls of wisdom that Hopkins shared over the years. “Almost any question can be...

Picture this … One summer Sunday afternoon, four guys in their thirties were relaxing with a few beers watching the cricket at the local pub. They were having a great time “downing scooners”, yelling out their own play-by-play commentary of the televised proceedings. When the cricket match stopped for lunch, two beautiful, blonde, promotions girls walked...

By Claude Hopkins and Kristina Mills Claude Hopkins is widely recognised as the father of advertising. His insights are so simple yet so profound and they apply just as well today as they did decades ago when they were first used. Here are three lessons, in Claude’s own words. Please note that due to the era that it was written in, the language may be a...