Let’s Do The Twist

NATIONS
BANK: The Power To Make A Difference!

I just
checked with Nancy Jones and the cost of running just one
full-page ad in the full circulation of the Wall Street
Journal is $114,605.28.

Can you imagine that? Paying that much money to print eight
words having no selling power whatsoever? Think about it: That
comes out to... $14,325.66 Per Word!

It's curious to me. I bet Nations Bank has some of the
sharpest executives in the world. I bet they watch every penny
of their costs like hawks. I bet they measure everything from
currency fluctuations to the square foot cost of each building
they rent or buy. I bet when they make a loan, they learn
everything about the buyer right down to the maiden name of
his aunts. But, on perhaps their most important expenditure of
all... their advertising... THEY OPERATE BLIND! I've never
even seen them offer a booklet in their advertising so theycan at least
"semi-measure" the pulling power of their ads.

But then, sometimes, I think it's me that's stupid. Just
think, if I handled accounts like this and charged the
standard 15% like ad agencies do, I could make $17,190.79 just
for writing a lousy eight words every time they run an ad in
the Journal.

Oh well, it's just not my bag. What I like to do is write ads
that make huge profits for my clients. I don't always succeed
but often, I put more work into writing one ad than a
conventional ad agency does in doing 10-years of work for one
of their institutional clients.

Do you have
a project for which you need advertising written? If so,
I strongly urge you to learn to write the advertising yourself
or else hire a real copywriting expert to do it for you.

Someone like me.