Remember, whether in chess or marketing, if you ever stop learning, you will quickly find yourself at a loss to your competitors . But if you practice a lot, it is impossible to forget the basic rules.
The book to learn to play chess
I learned to play chess as a child with my dad.
It was not easy to convince him to fight me. When you are a beginner, chinese overseas asia phone number data facing an experienced tournament winner can be boring and sometimes disheartening.
bobby fischer teaches chess web marketing as a chess game Nicola Onida
Bobby Fischer teaches chess
Bobby Fischer, S. Margulies, D. Mosenfelder
>>> go to the bookAdvertising has origins as old as the history of man. But is the same true for the history of copywriting ?
Can the art of writing to sell have the same past?
Or vice versa, was copywriting born first and then advertising?
To dispel these doubts, let's retrace the eras in which the copywriter's profession was closely intertwined with the need to communicate of past civilizations and today's society.
Copywriting in the past
In ancient times, print advertising was not yet possible, but there was a need to bring the product to the attention of the consumer .
In the ports frequented by the Babylonian civilizations , merchants hired waiters, newsboys and street vendors to inform the population of the
Throughout the streets of Pompeii , elaborate painted signs invited women, men, and children to the games and celebrations of Carnival. In the main streets, it was customary to explain to passers-by the quality of the fabrics produced in the fabric shops.
Cicero and the history of copywriting: where the pillars of communication are born
Inventio, Dispositio, Elocutio .
The first great orator in history was the one who theorized the communicative bases to support a thesis : Cicero.
How useful is it to rely on arguments well known to the target audience and on clichés generally recognized as valid?
Today we know this well thanks to Cicero.
Another concept explored by Cicero is that of organizing arguments and stylistic elements within a speech. The Roman politician and philosopher teaches us that, to construct a speech (or a text) we must intertwine facts with words in an inextricable and unassailable way.
But if all the facts narrated are not united by words capable of generating interest and involvement, they will probably not find anyone willing to read them. The search for the most appropriate and effective words must be accompanied by rhetorical devices, such as metaphors .
