The Letters Editor,
\nThe Jerusalem Post.<\/p>\n\n
Sir,<\/p>\n\n
Re: Issamar Ginzberg`s Tips for Entrepreneurs \ncolumn (December 19, 2011).<\/p>\n\n
As a retired copywriter (35 years in South Africa) I was intrigued and delighted to read Issamar Ginzberg`s Tips for Entrepreneurs column (December 19), mischiefly titled \u201cGraphic designers, please ignore this column\u201d\u009d. Ha!<\/p>\n\n
Ginzberg`s tips are all spot on. Israeli advertisers could do themselves a lot of good by cutting out this fine essay and making sure their design studios read his excellent advice before preparing their next ad.<\/p>\n\n
Allow me however, to add something from a copywriter`s point of view.<\/p>\n\n
Why do advertisers hire design studios instead of ad agencies? Design Studios generally produce good artwork but copy is mostly poor and ineffective.<\/p>\n\n
Ad agencies have an innate understanding of marketing. They know that while good artwork is essential to draw attention to ads, persuasive benefit copy does the selling.<\/p>\n\n
Many English ads seem to suffer from the fact that they are translated from Hebrew. There is far too much reliance on information – far too little on user benefits and sales persuasion. Such ads make me cringe.<\/p>\n\n
The best solution is to have an English copywriter edit the translation. Better still perhaps, to write the ad anew.<\/p>\n\n
Sincerely yours,<\/p>\n\n
Jock L. Falkson<\/p>\n","protected":false},"excerpt":{"rendered":"
Many English ads seem to suffer from the fact that they are translated from Hebrew. There is far too much reliance on information – far too little on user benefits and sales persuasion. Such ads make me cringe.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30,75],"tags":[],"_links":{"self":[{"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/posts\/1566"}],"collection":[{"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/comments?post=1566"}],"version-history":[{"count":0,"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/posts\/1566\/revisions"}],"wp:attachment":[{"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/media?parent=1566"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/categories?post=1566"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/israeldefender.com\/wp-json\/wp\/v2\/tags?post=1566"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}