WWGD (What Would Gene Do?)

WWGD (What Would Gene Do?)

Issue #119—February 5, 2021 Gene Schwartz's book, Breakthrough Advertising, is one of the greatest books ever written on copywriting and positioning. It galls me that it was never once mentioned when I went through my MBA program in marketing (and likely still isn't)....

“Danger! Will Robinson” (on taking that full-time gig…)

“Danger! Will Robinson” (on taking that full-time gig…)

Distractions, distractions. That sums up my day today, which is why I'm getting this issue out to you so late. Today's topic is something I haven't covered much before...but often comes up in copywriting and mastermind groups I'm in as well as in my mentoring...

This week’s Copy Insiders: Eva, can I see bees in a cave?

This week’s Copy Insiders: Eva, can I see bees in a cave?

We made it! It's Friday...and it's already the 22nd of the month. We're nearing the middle of a 10-day palindrome streak, too (that's when the dates read the same backwards and forwards). In fact, in honor of this rare palindrome streak, I've selected an obscure and...

How being a “newbie” again makes you a better copywriter

How being a “newbie” again makes you a better copywriter

Last night I had my second weekly Thursday night class on Comedy Sketch Writing. The classes are on Zoom, of course, and incorporate a lot of Improv games and other exercises. We also have "homework" to do, which I scrambled to finish at the last possible minute while...

How to close like a Girl Scout cookie seller

How to close like a Girl Scout cookie seller

It's that time of year here in the U.S. when we're constantly tempted by the devilish deliciousness of Girl Scout cookies. All over suburbia, we're besieged by ridiculously adorable young girls either knocking on doors taking cookie orders...or sitting at tables...

The “prince of paradox” secret to believability

The “prince of paradox” secret to believability

What's in Kim's Mailbox? As we shut (or shall we say SLAM) the door on 2020, I'm breaking down a "poop-y" promo that keeps showing up in my email inbox. So here's Part 2 of the "What's in Kim's Mailbox" issue I sent you yesterday afternoon. Let's see...where did we...

Am I really in such grave danger?

Am I really in such grave danger?

What's in Kim's Mailbox? I'll never forget having the privilege of spending a full day listening to the legendary Gene Schwartz breaking down his process for creating breakthrough promotions. I was in the same room as about 30 other Phillips Publishing marketers,...

Santa’s Mailbag: Headlines, champagne, and my younger self

Santa’s Mailbag: Headlines, champagne, and my younger self

Well, what a busy weekend for Santa! After busily sending out three "Clayton-palooza" emails packed with copywriting "gold" on Friday (if you missed them, I'll have them up on my blog soon at www.kimschwalm.com/blog), it was time to finally get ready for Christmas....