From The Golden Thread Mailbag …
Is it Legal to Use the Name of Another Company?
Hi Pat,
I am working on a spec assignment for a company. I have a question for you about that. Is it permissible to use the name of another company or brand in the copy? Or does one have to get permission from that company to use their name?
Carol P.
Hello Carol,
Great question. Since it’s always best to have any type of legal concerns reviewed by experts, we sent it to Matt Turner, Agora Publishing’s Legal Counsel. Here’s Matt’s response:
“In short, it depends! I know … I know, what a legal answer.
The question implicates a couple areas of the law. One, you can't use a company's trademark in a way that disparages the trademark, and you cannot defame the company or product.
Also, you cannot suggest the company backs your product. It's a tricky issue. Depends on the facts. In short, it's one of the reasons our copy is legally reviewed.”
Thanks, Matt.
Dear Pat:
I recently began working on AWAI's Accelerated Program for Six-Figure Copywriting, but am stonewalled and would appreciate your feedback. In particular, I'm referring to the "Ken Roberts Company" letter. This is just one example of work that, frankly, has me aghast! Is this really the "gold standard" to which we should aspire?
Allow me to share my perspective.
Firstly, it is far too long. These days, people do not have a moment's time to spare! Secondly, I find the letter vacillating between self-aggrandizement and condescension – perhaps these are two sides of the same coin.
I have to ask: What is the rationale behind such an approach? And what is the evidence to support this as effective?
I sincerely wish to continue with this program but, again, at this point I am stonewalled.
Maureen P.
Hello Maureen,
There is a very simple answer to your questions. The Ken Roberts letter has been a longstanding control. It brings in more orders for the product than any other promotion the company mails.
Regardless of what you think of the tone and length of the letter, it appealed to its target audience, and they voiced their approval by sending in their money. That is THE mark of an effective direct-mail package.
That's it for this week. Thanks to one and all – and keep those emails coming!
Pat
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“I’m no longer stuck in a 8-5 job in an industry in which I have little interest, for an average salary, with very little time with my son. Copywriting’s made all the difference in the world.”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.