It’s Not Where Your Ad Appears; It’s What You Say

Did you ever notice that when advertising sales reps approach most businesspeople, they all suggest the same solution for your “problems”?  Their answer to bringing you more business: “Advertise with us!” Your marketing and advertising isn’t terribly effective and all they can suggest is you change where your ads appear?  “We reach your target demographic”, they spout.  Talk about your self-absorbed one-trick ponies. As a veteran copywriter and marketing consultant, I am here to give you a critical Advertising Fact Of Life.  Ready?  Here it is. It’s not who you reach, but what you say that counts! If you don’t have a consistent, compelling, unique message, your marketing will not work nearly as effectively. ...

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It’s Not Where Your Ad Appears; It’s What You Say

Did you ever notice that when advertising sales reps approach most businesspeople, they all suggest the same solution for your “problems”?  Their answer to bringing you more business: “Advertise with us!” Your marketing and advertising isn’t terribly effective and all they can suggest is you change where your ads appear?  “We reach your target demographic”, they spout.  Talk about your self-absorbed one-trick ponies. As a veteran copywriter and marketing consultant, I am here to give you a critical Advertising Fact Of Life.  Ready?  Here it is.         It’s not who you reach, but what you say that counts!  If you don’t have a consistent, compelling, unique message, your marketing...

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Don’t Be Fickle! - Your Message Takes Time to Penetrate the Minds of your Prospects

You created a powerful and compelling branding statement (Unique Selling Proposition) for your product.  Wonderful. Next, you integrated that message into your website, radio ads and other marketing material.  Super.  You were jazzed!  You couldn’t wait for the first returns to come in so you could see the increase in web visitors, opt-in list subscribers and sales. BUT…after six weeks the anticipated results never materialized.  The sales curve was pretty much flat and you were the epitome of self-doubt.  You started thinking about developing an entirely different message.  STOP!  Chill.  Take a deep breath. Six weeks is simply an insufficient test.  It’s just not enough time for your...

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Are You An Entrepreneur Or A Copywriter?

When small businesses enter into the world of marketing, advertising and websites, they do so with the expectation that their efforts and expenditures will generate sales and thus revenues for their business.  Why then do so many SBO’s (Small Business Owners) decide to add “Master Copywriter” to their titles of Owner and CEO and try to do it themselves? I have been formulating brand strategy and copy for over thirty years and, truthfully, in that time I have met but a handful of owner/CEOs that had the time, talent and experience to develop and craft their own marketing pieces.  For a business to be successful in today’s marketing universe, you need to have a strong copywriter and an equally strong graphic artist and to create...

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Virtually Free Market Research

David Ogilvy, CEO of Ogilvy and Mather Advertising and one of the legends of our industry, was a steadfast proponent of researching what your market wants and then giving it to them.  George Gallup, the famous pollster, started his career with the Young and Rubicam agency researching consumer desires and motivations before he ever got into politics.Both of these legendary figures were convinced businesses need to know their customers’ “hot buttons” - the top reasons consumers buy products within your industry and the top reasons your customers buy from you.  If you can get a handle on what they want, you should be able to build meaningful differentiators that give you a more powerful message and a much greater chance at success. Marketers...

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Copywriting Is Critical To Your Success – Don’t Hire Newbies And Wannabes To Do It!

David Ogilvy, one of the legendary figures in advertising and copywriting said this, “Advertising agencies are infested with men and women who cannot write.  They cannot write advertisements and they cannot write plans.  They are as helpless as deaf mutes on the stage of the Metropolitan Opera.” OK Dave, tell us how you really feel. Copywriting is both a science and an art.  It takes talent, training and experience.  Sadly, too many small businesses – and some sizable ones – place their unique messaging (a crucial aspect of marketing) in the hands of relatively inexperienced juniors who, like a bland meal, need a lot more seasoning. I am a long-term professional copywriter who’s worked with international agencies...

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Are You Ready To Buy Yet?

You’ve laid the groundwork for a nice sale.  The “suspect” responded to one of your marketing pieces and asked for more information.  You sent the additional information and followed it up with a phone call thanking the prospect and asking if there is anything else you can answer to help them come to the best decision for them.  Wonderful.  Give your self a Gold Star.  You did everything right. EXCEPT… you’re going to spoil it all in two weeks. How do I know?  Because so many business owners and sales reps fall into this trap.   You call back two weeks later and, in effect, ask the prospect, “Well, do you want to buy yet?” or something equally as lame. Here’s a hint.  Always have a valid...

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