Words of Copywriting Wisdom
“Romance That Lasts a Lifetime”

“Many marketing experts like to compare business to war.

“I don’t like the martial metaphor, because it views the customer as the enemy – as someone to be tricked or bullied into submission. As a short-term strategy, this can sometimes seem to make sense. And the direct-response universe abounds in promotional copy that badgers, beats, or bullshits the customer into making a purchase. Smart marketers and copywriters avoid this sort of approach, because they know that, in the long run, it is destructive and self-defeating.

“Business should not be like war. It should be like love. And not a steamy, one-night-stand kind of love, but a mutually beneficial, steadily improving romance that lasts a lifetime.”

– Michael Masterson
The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: February 4, 2008

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