In this month's issue, we look at a rather wonderful example of gamification by WHSmith, consider whether crowbarring lofty ideals into products is always such a good idea, and highlight the importance of having an innovation strategy.
Drayton Bird examines the front cover of a magazine from the National Trust. It looks beautiful but achieves little. So, what's the problem? Drayton's simple diagnosis holds an important lesson for all marketers, whatever their specialist medium.
Enjoy these timeless tips selected from the republished works of late copywriting great (and horror movie innovator) Herschell Gordon Lewis. If you enjoy these excerpts, don't forget to download the free eBook!
The reigning heavyweight champion of profit-making copy has provided incisive tips and witty commentary over the past year. Here's a little Xmas gift featuring some of his wisest words from 2021.