http://www.isnare.com/?s=author&a=Elaine+Berry Writing Elaine Berry Thu, 22 Nov 2007 00:00:00 -0800 http://www.isnare.com/?aid=123693&ca=Writing Are you a cab driver? You know the image. The cab driver gets hired by the next passenger in line. He isn't concerned with where the passenger is going. He doesn't say 'Well I don't want to go there.' He takes the next passenger in line and collects his fare. Do you care who hires you? Should you ca... Marketing Elaine Berry Fri, 09 Nov 2007 00:00:00 -0800 http://www.isnare.com/?aid=123689&ca=Marketing What is the most essential ingredient for the success of a sales campaign? A superb product? Powerful and persuasive copy? Getting the length and structure of the sales letter right? Wrong. All these things are important. But none of them is any use without the one CRUCIAL factor. And that is - know... Writing Elaine Berry Mon, 22 Oct 2007 00:00:00 -0700 http://www.isnare.com/?aid=123688&ca=Writing Have you ever had this experience? You are selling what you believe is a very valuable product. You are marketing it for $97 and have written a brilliant sales letter. But sales aren’t what you hoped. So you step up your sales pitch: “Order by midnight tonight and this $97 product is yours for $47!”... Writing Elaine Berry Wed, 19 Sep 2007 00:00:00 -0700 http://www.isnare.com/?aid=123690&ca=Writing Have you ever been on a “Training Day”? When I used to work for a local government department, we often used to get sent on Training Days. They weren’t quite the same as “courses”. The idea was usually for management to get staff discussing their proposed policies (yawn…). Almost invariably, they... Writing Elaine Berry Wed, 08 Aug 2007 00:00:00 -0700 http://www.isnare.com/?aid=123687&ca=Writing If there’s one subject that seems to divide copywriters more than any other, it is the argument about whether good grammar is important or not. Some copywriters are obviously careful to check their work for grammar and spelling mistakes. Others clearly don’t bother. It always amazes me when I read s...