My Copywriting Lesson From the Pope
I'm a political junky and a fan of the Sunday morning talk shows. GE, which owns NBC and its "Meet the Press" program, runs commercials in these time slots because it knows that government influencers, market makers and potential stock owners are watching. Instead of running a talking head of Jeff Immelt saying how great GE is, the company has developed a campaign called GE Stories. There's nothing about titanium this or microns that. This particular example shows a video of cancer survivors meeting the people who made the imaging equipment used to detect cancer. When I checked this morning, the video had 2,135,304 YouTube views. This commercial has touched people.
That's what Francis does: He speaks to the heart. It's early in his papacy, but it looks like he has some things to say, and I intend to listen. I may not agree with him, but so far he's proven himself a master of communication.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.