21 Pointers to Sharpen Your Website: Part 7
It sucks to be in advertising and before you even ask I’ll tell you why. The marketing pundits of today (who I mostly like and respect) have tagged us crusty old advertising fossils as bad guys. We’re mad men. Con men. The more sensitive types may just call us liars. And then, who’s the dirtiest rottenest of the liars? Copywriters, of course. Having been one of those for more years than I want to admit, it’s a wonder I sleep at night.
But don’t go turning your back on my profession quite so fast. We’re not so bad. Sometimes we are sincere. Sometimes we believe in the products we peddle. And sometimes we have good ideas.
My point is we’re not 100% full of it. Sometimes we call ‘em as we see ‘em. And sometimes the wisdom we came to be known for back in the days of newspapers and network television actually apply to online marketing.
Case in point is the thing us old word slingers call the “call to action.” It’s a good label. It’s a good thing. And if you decide to hear me out, it’s very possible you’ll go where I ask you to and do what I want you to do.