The Spice Report - Critiques & Commentary
I saw that Amazon started less than one month before Pepper Group in 1994. Boy, what a little head start can do …
Though Amazon grew a little faster, we’ve been quite successful as well. And as our big anniversary approaches, I’ve been very retrospective. What got Pepper Group to where we are today?
If you’re like me, there just isn’t enough time in the day, so it was exciting to hear that an extra hour had been discovered, and apparently only available to people wearing a Timex watch.
This remarkable breakthrough product solves that age-old time management problem by giving you more of it. See the video here.
(Did you watch it? Great!)
There’s plenty of awful copywriting out there in the world, copy that’s boring, or without any personality, or that’s confusing, or that drones on and on and on and on and on and …
But there’s a secret to writing effective B2B copy. Honestly, it’s not much of a secret, or at least it shouldn't be:
B2B people are people, too.
If you think that your digital presence isn’t critical because your buyers are “old-school,” you may want to think again.
According to a recent study by Merit, some 73% of 20- to 35-year-olds are involved in product or service purchase decision-making at their companies, with one-third reporting that they are the sole decision-maker for their department. It’s a generation who clearly defaults to digital, and will make up 50% of the entire workforce in the next two years.
The average office worker gets 121 emails every day and sends out 40. That’s a lot of words, a lot of wasted inbox space and, probably, a lot of deleted and never-read emails.
For a writer, few things are as wonderful as a tagline. In only a few words, a tagline can capture a brand’s essence and compel a consumer to action. While there have been lots of great taglines, nearly every list agrees on which tagline is the all-time best.
Nike’s “Just Do It.”
The line was originally conceived in 1988 by Dan Wieden of the (then unknown) Portland agency Wieden & Kennedy (now spelled Wieden+Kennedy). But you might not know the surprising inspiration behind the line.
My wife, Lauren, is a big fan of punctuation (yes, we are a family of grammar geeks) and she introduced me to “Eat, Shoots and Leaves” by Lynne Truss.
In the book, Truss bemoans the state of punctuation in the United Kingdom and the United States, mixing in examples, astute comments and humorous barbs.
Allan, Pepper Group’s new Copy Director, is excited to debut his new PepperMill column.
Selling to Prospects and Fifth Graders