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Scott Martin is a direct response copywriter based in Charlotte, North Carolina. He has also written or edited 18 books including The Book of Caddyshack: Everything You Always Wanted to Know About the Greatest Movie Ever Made. Scott provides free resources for marketers including direct response checklists.

So You Won An Award? Now What?

by Scott Martin

On occasion, I like to visit a local establishment called Sir Edmond Halley’s in my adopted home town of Charlotte, North Carolina. It’s a restaurant/pub and a favorite among locals. Look closely at the menu and you’ll find, under burgers and sandwiches, “The Award Winning Sir Edmond Halley’s Bacon Cheeseburger.”…

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Your Campaign Failed? GREAT!

by Scott Martin

“The problem with most copywriters is they don’t think in terms of selling,” says David Ogilvy in his video titled We Sell or Else. “They’ve never written direct response. They’ve never tasted blood.” When Ogilvy says, almost enthusiastically, “they’ve never tasted blood,” he’s talking about failure. Ogilvy founded one of the…

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Is Copy Dead? The Surprising Answer …

by Scott Martin

Poke around the Internet and you’ll find articles and blogs detailing the death of copy and, much to my chagrin, copywriters. Writing in USA Today, Michael Wolff states: “We just don’t look at advertising, respond to it, or believe it, as much as we once did, wherever it appears. Maybe…

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