Out of Site at AdAge.com

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As seen on Business Week Online

Writing copy just got a whole lot harder

Steve McKee offers up five words to never use in advertising. "As a smart business person, you probably know that there are no such things as magic words, particularly in a culture that has been saturated with advertising. But there's something else you should know: Not only do magic advertising words not exist, several of them actually work against you. And chances are, you're using at least one of them in your advertising now." The five words? Quality, value, service, caring and integrity. We'd pay good money to see a copywriting team tell a marketer, especially during a pitch, that those words were off-limits.

As seen in 'The Washington Post'

Bernard Loomis, toy-marketing genius, dies

Bernard Loomis, master toy marketer, died June 1. Patricia Sullivan details some of the highlights in a career full of them. Loomis-who once said "The trouble with research is it tells you what people were thinking about yesterday, not tomorrow. It's like driving a car using a rearview mirror"-was the man behind the success of Matchbox and Strawberry Shortcake. He was there when Mattel became No. 1, there when Kenner became No. 1 (with the help of the "Star Wars" franchise), and there when Hasbro became No. 1. That's a hell of a record.
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