I've been reading Aaron Goldman's blog posts in Search Insider over the past month and I have begun to wonder if the world has gone mad about Google.
In a sense, the answer is as resounding as any major victory can be. Google has a 72% market share of the U.S. Search Market and their world-wide share is pretty close to that percentage. Google is my personal search favorite for the same reasons it became so dominant. It displays the most relevant results. Additionally, it offers a religiously clean and uncluttered user interface and a cult-like devotion to preserving the clarity and purpose of the user's search experience. These are the strong, historic reasons for its amazing rise.
So, on the one hand the world is bonkers for Google. Yet, on the other hand maybe we still need a more competitive marketplace? Perhaps Bing will close the gap. Or, maybe Yahoo will continue to edge its way into capturing more market share. One thing is clear: they will have to do something significant and worthwhile in order to gain momentum.
As a marketing professional, with his own Agency, I'm very impressed with Google and am working on new Search business for a few of our current clients. It's very hard to say no and not recommend Google. They literally invented the current search marketplace. They are the innovator. The ones who wrote the proprietary algorithm which evaluates the number and quality of inbound links for every website they index. In essence their thinking was this: if a site truly has great content, then other high quality sites will have discovered it, and linked to it on behalf of their own audience. In a similar fashion, Google doesn't just take money from advertisers and throw up their sponsored listings on the Search Engine Results Page (SERP). Google pioneered in ranking paid search advertisers, not just on a CPC basis, but on the click through rate as well. They had the audacity to take the measure of their clients and reward them with a Quality Rating if they offered a high degree of relevancy (there's that word again) to the user's search, thereby keeping themselves aligned with the intentions and passions of the user.
Paying attention to Google is a little bit like watching Tiger Woods play golf. You almost hope he slips up and let's someone else capture a win. But you always come away impressed. He's so capable, dominating and likable at the same time. So it is with Google. They had the good sense to be altruistic, to give their employees great perks (such as free haircuts) and to stay rooted in the belief that the user experience was the holy grail of their company.
I'm neither here to praise Caesar (Google), nor bury him. I'm here to leverage his success on behalf of my clients, and my own business. What else would a thinking marketer want?
So just like Google, we're going to keep things simple with keyword strategies that remain clean and well set up. In Google this means keeping the Adwords groups well organized, with no overlapping keywords which might create analytical difficulties for evaluating results and managing bids. Though an entire campaign is based on semantics, that doesn't mean it's simple. Using online keyword search tools it's possible for a medium sized company to generate thousands of keywords and keyword phrases, which is problematic at best and potentially very expensive. Plus if you get off the ground in the wrong way on Google, you're account quality score will suffer. Studies have shown that it can be very difficult to get back on track after this kind of rocky beginning.
There are two things that keep me coming back to Google, and not just as a user. As an advertiser as well. With Google you see how important it is to think about the user mindset (called user intent). Google is successful in part because they allow advertisers to reach people when they're in a commercial mindset, an active shopping mode. To the extent this means actively shopping versus background fact-finding is moot. When people are using Google they're not just passively watching. They're actively engaged in looking for information. They might be ready to transact that moment. Just when you want them at your site. The second thing keeping me in the Google fold is the principle of simplicity. Everything they did is a reminder of the power of simplicity. They came of age during a time of cluttered portals. Google stood apart with its clean white page. Additionally, their call to action was center stage.
The important lesson is to make every call to action equally clear and clean whether it says buy now, or order online. And, keep the design environment clean and de-cluttered. Maintain a high degree of usability. That's always in style. Of course, that Google market share is also a good reason to keep your interest in them at a high level.
Has the world gone mad about Google?
Well of course it has. Now, what are you going to do about it?
Thursday, September 24, 2009
Wednesday, January 28, 2009
Your Eyeball Is An Optical Tool
Through technology, we have adapted our eyes into optical tools that seek nuggets of information. Think for a moment what it means to scan content (as opposed to reading a novel). Your eye is searching for keywords, bulleted lists, highlighted phrases and links.
Because of this usability research now shows us how Web content should look:
• Concise subheads
• Highlighted keywords
• One core idea per paragraph
• Bulleted lists
• Succinct headlines, page titles and first paragraphs
• Lean copy (cut word count)
• Dark type on white (or on light background colors)
For direct marketers, much of this is old news. Yet, old school hard sell tactics or hype (often misused in print advertising and direct mail) is a very bad fit online. Users are busy people in control of their searches or verification of online credentials. They want hard facts and real information, not exaggeration or hype.
If you're an old school marketer, it's time to learn new ways. High quality graphics, good copy and outbound links show you know your stuff. Credibility goes up. People respond to the content because so many websites are driven by people who are trying to exploit or misinform.
Save money by writing your own Web copy? You may want to think again. Does it make sense to save money and lose sales? Or, at the very least, if your site has poor information architecture, convoluted copy or dense blocks of text, you are not doing your cause any favors.
As in everything else in marketing, it pays to put things into their proper place of importance.
Because of this usability research now shows us how Web content should look:
• Concise subheads
• Highlighted keywords
• One core idea per paragraph
• Bulleted lists
• Succinct headlines, page titles and first paragraphs
• Lean copy (cut word count)
• Dark type on white (or on light background colors)
For direct marketers, much of this is old news. Yet, old school hard sell tactics or hype (often misused in print advertising and direct mail) is a very bad fit online. Users are busy people in control of their searches or verification of online credentials. They want hard facts and real information, not exaggeration or hype.
If you're an old school marketer, it's time to learn new ways. High quality graphics, good copy and outbound links show you know your stuff. Credibility goes up. People respond to the content because so many websites are driven by people who are trying to exploit or misinform.
Save money by writing your own Web copy? You may want to think again. Does it make sense to save money and lose sales? Or, at the very least, if your site has poor information architecture, convoluted copy or dense blocks of text, you are not doing your cause any favors.
As in everything else in marketing, it pays to put things into their proper place of importance.
Wednesday, January 21, 2009
What Is Creative Marketing (and Why Do I Need It?)
What is marketing (and why do I need it)?
Their reasons people ask us this question differ slightly. Perhaps they ran some ads once and never got any calls. Or the website they developed never generated any real interest. We have also noticed that some clients are uncomfortable with the hustling and hype they associate with marketing. Whatever the reason, the question needs to be answered.
Marketing is not just advertising and sales. It is the sum total of everything you may be doing to gain customers and keep them. It is a holistic process, because your product or service is deeply involved. Finding the prospects you'd like to work with, then taking the necessary steps to convert them into customers, offering services that benefit them, and then turning them into continued relationships. Hopefully, these relationships help you generate repeat business and referrals.
This broad definition also includes everything you may be doing to maintain these relationships, from sending holiday gift baskets, to making timely calls, playing a round of golf, and having a cup of coffee, or simply doing a great job in serving them with great products, and reminding them how much you care about their business.
All of these activities comprise your marketing process, whether you choose to call it that or not. So why do we need to be more formal in our response to this question? Peter Drucker puts it well: "Business has only two basic functions: marketing and innovation. Marketing and innovation produce results. All the rest are costs."
He's says that marketing drives all revenue. That marketing is about clients: what they need, and what you need to be doing, to serve them.
The most wonderful guy in the world won't buy from you if he doesn't need your services. Conversely, the most difficult guy in the world may become your best customer. Though you may have something someone needs very much, if he dislikes you, or doesn't know who you are, he's not going to buy much of anything from you.
Marketing means matching products and services with the people who need them. Hopefully, people who work well with you, who don't mind if you make a good profit.
Why hire a marketing firm?
Let us list a few reasons:
1) To save money and attain higher ROI
Much of what you're currently doing may be a waste of time. That's the part where you save money. When you move on to more effective marketing communications techniques, you end up with more qualified prospects per dollar. Assuming your conversion rate is a good one, this means higher ROI.
2) to help you drive new results from new techniques
Let me endeavor to say this modestly: our team has experience we know will help. We are trained in marketing, and in strategy, as well as in the many techniques that you will see in our portfolio. That's why we use the term "creative marketing." There are so many new and exciting ways to engage customers. The Web is the fastest growing advertising medium in the world. We can help you make good use of it.
3) You gain an outside perspective on your business
It goes without saying, your product is the apple of your eye. That's great news. Now, let's convince someone to buy it. We look at your product with fresh eyes and help you focus on the most compelling message. The outside perspective we bring to the table is one of the best reasons to form a relationship with our firm.
4) We disciplined in focusing on what most matters to your business.
You are paid to focus on your customers and their immediate needs. Not the tedious and unbilled time it takes to handle your own direct marketing, web development, advertising or e-marketing. By outsourcing you can spend more time working with your customer and serving them. Isn't that the best use of your time?
By outsourcing all or a part of your creative marketing to RN Johnson Creative Marketing you free yourself and your staff to focus on your core business activity. Additionally, since you will be hiring us for what we do best, we can help you continually look for better ways to increase the results of your marketing.
Their reasons people ask us this question differ slightly. Perhaps they ran some ads once and never got any calls. Or the website they developed never generated any real interest. We have also noticed that some clients are uncomfortable with the hustling and hype they associate with marketing. Whatever the reason, the question needs to be answered.
Marketing is not just advertising and sales. It is the sum total of everything you may be doing to gain customers and keep them. It is a holistic process, because your product or service is deeply involved. Finding the prospects you'd like to work with, then taking the necessary steps to convert them into customers, offering services that benefit them, and then turning them into continued relationships. Hopefully, these relationships help you generate repeat business and referrals.
This broad definition also includes everything you may be doing to maintain these relationships, from sending holiday gift baskets, to making timely calls, playing a round of golf, and having a cup of coffee, or simply doing a great job in serving them with great products, and reminding them how much you care about their business.
All of these activities comprise your marketing process, whether you choose to call it that or not. So why do we need to be more formal in our response to this question? Peter Drucker puts it well: "Business has only two basic functions: marketing and innovation. Marketing and innovation produce results. All the rest are costs."
He's says that marketing drives all revenue. That marketing is about clients: what they need, and what you need to be doing, to serve them.
The most wonderful guy in the world won't buy from you if he doesn't need your services. Conversely, the most difficult guy in the world may become your best customer. Though you may have something someone needs very much, if he dislikes you, or doesn't know who you are, he's not going to buy much of anything from you.
Marketing means matching products and services with the people who need them. Hopefully, people who work well with you, who don't mind if you make a good profit.
Why hire a marketing firm?
Let us list a few reasons:
1) To save money and attain higher ROI
Much of what you're currently doing may be a waste of time. That's the part where you save money. When you move on to more effective marketing communications techniques, you end up with more qualified prospects per dollar. Assuming your conversion rate is a good one, this means higher ROI.
2) to help you drive new results from new techniques
Let me endeavor to say this modestly: our team has experience we know will help. We are trained in marketing, and in strategy, as well as in the many techniques that you will see in our portfolio. That's why we use the term "creative marketing." There are so many new and exciting ways to engage customers. The Web is the fastest growing advertising medium in the world. We can help you make good use of it.
3) You gain an outside perspective on your business
It goes without saying, your product is the apple of your eye. That's great news. Now, let's convince someone to buy it. We look at your product with fresh eyes and help you focus on the most compelling message. The outside perspective we bring to the table is one of the best reasons to form a relationship with our firm.
4) We disciplined in focusing on what most matters to your business.
You are paid to focus on your customers and their immediate needs. Not the tedious and unbilled time it takes to handle your own direct marketing, web development, advertising or e-marketing. By outsourcing you can spend more time working with your customer and serving them. Isn't that the best use of your time?
By outsourcing all or a part of your creative marketing to RN Johnson Creative Marketing you free yourself and your staff to focus on your core business activity. Additionally, since you will be hiring us for what we do best, we can help you continually look for better ways to increase the results of your marketing.
Wednesday, February 27, 2008
How To Integrate Your Website Into A More Compelling Online Program
Generating new business online is essential for high growth companies. Yet, for those who haven't explored their online options until recently, there's still some good news: it’s not too late to reap new rewards online!
A vase majority of websites provide too little content and information architecture to be truly effective. Apart from offering an online capabilities brochure, much of the what can be found online fails to catch visitor interest, or provide sales or opportunities for new business.
Yet, having a effective online strategy means more than having a website. One of the most important questions you can ask is: how can you integrate your existing website into a larger strategy for moving the business forward online? Or perhaps it should be restated...
How to integrate your website into an online approach that builds better customer relationships?
Today, with big retailers and major companies leading the way, many smaller organizations think they're over-matched, and therefore avoid direct competition with the leaders. Think of the golf courses, local banks, manufacturing companies, distributors, arts organizations and other non-for-profit groups with cursory websites that lack any real depth or content.
However, the Internet offers so many important innovations for marketers that it may be essential for your business to leap into a more aggressive pursuit of Internet initiatives. As of 2007 the Internet has become the fastest growing advertising medium in the world.
So, how are you going to develop better relationships? What are you going to do to strengthen your online marketing program?
First, start by thinking of your website as the base station for your online program. Here's three main areas to explore in strengthening the base and developing a more compelling online program:
Here’s a first principal: People don't develop relationships with websites.
Instead, they develop relationships with organizations that offer them something they want. This is often a monthly stream of tips, beneficial information, new ideas, coupons and other offers sent on a regular schedule of email newsletters.
According to Jacob Nielsen, an international authority on website usability, email newsletters provide the highest Return on Investment of any other site upgrade:
Forge a bond with your customers by publishing an email newsletter that follows the 80/20 rule: 80% or your content should focus on your customer and what she or he cares about (the news, tips or ideas that make them want to sign up). Then with the remaining 20%, you can focus on how your product or service will benefit them.
Put this rule into effect, and you'll do much better in keeping your target audience involved, interested and engaged in your monthly email newsletter. Plus, you'll do a better job of building improved relationships and customer loyalty.
Whether your content is developed as part of a website, blog, or email newsletter, you'll be well advised to search online for other channels, bloggers, sites and newsletters that tackle the same content. Try to develop a discerning eye for effective use of Internet tools.
Remember these three things:
A vase majority of websites provide too little content and information architecture to be truly effective. Apart from offering an online capabilities brochure, much of the what can be found online fails to catch visitor interest, or provide sales or opportunities for new business.
Yet, having a effective online strategy means more than having a website. One of the most important questions you can ask is: how can you integrate your existing website into a larger strategy for moving the business forward online? Or perhaps it should be restated...
How to integrate your website into an online approach that builds better customer relationships?
Today, with big retailers and major companies leading the way, many smaller organizations think they're over-matched, and therefore avoid direct competition with the leaders. Think of the golf courses, local banks, manufacturing companies, distributors, arts organizations and other non-for-profit groups with cursory websites that lack any real depth or content.
However, the Internet offers so many important innovations for marketers that it may be essential for your business to leap into a more aggressive pursuit of Internet initiatives. As of 2007 the Internet has become the fastest growing advertising medium in the world.
- The internet has brought unprecedented change.
- Consumer generated media is all the rage. Consider the rise of Facebook, YouTube, wireless computing, blogs and Google's unbelievable run.
- Not to mention the long tail. Now we have the long tail of the Internet to consider.*
- Technology allows us to do things we could only dream.
So, how are you going to develop better relationships? What are you going to do to strengthen your online marketing program?
First, start by thinking of your website as the base station for your online program. Here's three main areas to explore in strengthening the base and developing a more compelling online program:
- Leverage the power of email newsletters;
- Improve or fix your current website;
- Develop more site traffic through online advertising and search engine marketing.
Here’s a first principal: People don't develop relationships with websites.
Instead, they develop relationships with organizations that offer them something they want. This is often a monthly stream of tips, beneficial information, new ideas, coupons and other offers sent on a regular schedule of email newsletters.
According to Jacob Nielsen, an international authority on website usability, email newsletters provide the highest Return on Investment of any other site upgrade:
“Email newsletters let you maintain a relationship with your customers that lasts beyond their visits to your site. The newsletter is the perfect website companion because it answers a different user need: newsletters keep customers informed and in touch with the company; websites give customers detailed information and let them perform business transactions... If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence. If you do have a newsletter, then improving it according to research findings will likely make it several times more valuable to your organization.” — Jacob Nielsen, http://www.useit.com/alertbox/high-roi.html
Forge a bond with your customers by publishing an email newsletter that follows the 80/20 rule: 80% or your content should focus on your customer and what she or he cares about (the news, tips or ideas that make them want to sign up). Then with the remaining 20%, you can focus on how your product or service will benefit them.
Put this rule into effect, and you'll do much better in keeping your target audience involved, interested and engaged in your monthly email newsletter. Plus, you'll do a better job of building improved relationships and customer loyalty.
Whether your content is developed as part of a website, blog, or email newsletter, you'll be well advised to search online for other channels, bloggers, sites and newsletters that tackle the same content. Try to develop a discerning eye for effective use of Internet tools.
Remember these three things:
- Always be looking for fresh content. Publish as frequently as possible with new insights, ideas, and commentary.
- Use effective keywords in your online publications and website.
- Engage in search friendly design for your website and email newsletter.
Wednesday, September 12, 2007
You Better Start Swimming Or You'll Sink Like A Stone
... For the times they are a changing."
(This comes from the introduction of a recent speech I made to an audience of start up marketers at McHenry County College. It has a few seeds which I want to preserve for cultivation later on... gj)
"Remember the song? Driving my daughter to High School last week, she put the CD in the dashboard player. I smiled when I heard the song. "I didn't know you liked Bob Dylan," I said. She smiled. "Of course! Everyone likes Bob Dylan dad."
Then it hits me. It's 6:30 AM and I realize Bob Dylan is a very successful marketer. Indeed, we might listened and learn:
* Successful marketers know how to swim!
* They know what it takes.
* They have learned to kick hard while under water.
For start up marketers the truth of these lyrics couldn't be more succinct.
* You'd better start swimming, or else!
* Start ups must be on target with their product strategy.
* They have to know exactly what they want in planning, spending, and doing the right things.
* A start up company must be smart, or lucky (or both).
* The stats: one out of five make it.
Then there are the more grown up corporate realities on marketing: The average tenure of a CMO (Chief Marketing Officer) is now less than two years; Ditto for the average agency relationship with clients; Most major metropolitan newspapers are scrambling to maintain their franchise (attempting to reinvent themselves online due to falling readership; And, few family firms survive past the first generation.
Better start swimming or you'll sink like a stone!
Here's more:
* The internet is now the fastest growing advertising medium in the world.
* This year brought new pressure on the up-front market. First time ever another medium has put pressure on TV spending.
* Consumer generated media is all the rage. Consider the rise of Blogs, Facebook, YouTube, wireless computing, and Google's unbelievable run.
* Not to mention the long tail (more on this later). Now we have the long tail of the internet to consider
* The internet has brought unprecedented change.
* Technology now allows us to do things we could only dream.
If there's a point that I want you to remember it's this: marketing is very serious business. It always has been serious. But it is even more so now. For the times they are a changing!
Sometimes I think clients often continue to react to marketing as if it is just fun and games. Big mistake. Great marketing is resolute. Great marketing is supported by strong data and analysis. It is the product of a well founded strategy executed with passion and intelligence.
When you "go to market" you're placing a substantial bet on the future.
Tonight we're going to talk about how to swim. How to go to market. What to worry about, etc. Yet, we're also going think about changing times."
(This comes from the introduction of a recent speech I made to an audience of start up marketers at McHenry County College. It has a few seeds which I want to preserve for cultivation later on... gj)
"Remember the song? Driving my daughter to High School last week, she put the CD in the dashboard player. I smiled when I heard the song. "I didn't know you liked Bob Dylan," I said. She smiled. "Of course! Everyone likes Bob Dylan dad."
Then it hits me. It's 6:30 AM and I realize Bob Dylan is a very successful marketer. Indeed, we might listened and learn:
* Successful marketers know how to swim!
* They know what it takes.
* They have learned to kick hard while under water.
For start up marketers the truth of these lyrics couldn't be more succinct.
* You'd better start swimming, or else!
* Start ups must be on target with their product strategy.
* They have to know exactly what they want in planning, spending, and doing the right things.
* A start up company must be smart, or lucky (or both).
* The stats: one out of five make it.
Then there are the more grown up corporate realities on marketing: The average tenure of a CMO (Chief Marketing Officer) is now less than two years; Ditto for the average agency relationship with clients; Most major metropolitan newspapers are scrambling to maintain their franchise (attempting to reinvent themselves online due to falling readership; And, few family firms survive past the first generation.
Better start swimming or you'll sink like a stone!
Here's more:
* The internet is now the fastest growing advertising medium in the world.
* This year brought new pressure on the up-front market. First time ever another medium has put pressure on TV spending.
* Consumer generated media is all the rage. Consider the rise of Blogs, Facebook, YouTube, wireless computing, and Google's unbelievable run.
* Not to mention the long tail (more on this later). Now we have the long tail of the internet to consider
* The internet has brought unprecedented change.
* Technology now allows us to do things we could only dream.
If there's a point that I want you to remember it's this: marketing is very serious business. It always has been serious. But it is even more so now. For the times they are a changing!
Sometimes I think clients often continue to react to marketing as if it is just fun and games. Big mistake. Great marketing is resolute. Great marketing is supported by strong data and analysis. It is the product of a well founded strategy executed with passion and intelligence.
When you "go to market" you're placing a substantial bet on the future.
Tonight we're going to talk about how to swim. How to go to market. What to worry about, etc. Yet, we're also going think about changing times."
Thursday, August 23, 2007
How To Leverage The Positive Perceptions of Email Newsletters
Email newsletters are much more than mere "SPAM."
Growing evidence suggests that email users are bonding to their online subscriptions. Done well, with concise copy and compelling content, an email newsletter program can build better relationships with customers than any other single enhancement you can make to your current website.
According to The Nielsen Norman Group (NNG) Report on "Email Newsletter Usability," online subscribers can often experience very emotional and positive reactions to email newsletters (see http://www.nngroup.com/reports/newsletters/summary.html).
Indeed, this significant finding is good news for marketers who want to enhance their online relationships. The emotional attachment people feel with email newsletters can create a stronger bond between readers and companies. More so than anything a website can achieve. When users glance at a website, their immediate task or question reins supreme. Users want to get in and get out of a website "as quickly as possible."
Not so with Email newsletters, which "...feel personal because they arrive in users' inboxes and users have an ongoing relationship with them." In fact, according to the NNG report, the email inbox is "information central" for most of us, a special place where we check for personal messages and mail.
Here's a few points to remember when designing an email newsletter:
Your pitch to the reader should be made from a position of strength. Place your new Email Newsletter in its rightful place of importance and support it accordingly. Commit to a regular publishing schedule that's not too frequent. The emotional engagement of readers is a precious commodity, offering strong potential. Don't take it lightly.
Growing evidence suggests that email users are bonding to their online subscriptions. Done well, with concise copy and compelling content, an email newsletter program can build better relationships with customers than any other single enhancement you can make to your current website.
According to The Nielsen Norman Group (NNG) Report on "Email Newsletter Usability," online subscribers can often experience very emotional and positive reactions to email newsletters (see http://www.nngroup.com/reports/newsletters/summary.html).
Indeed, this significant finding is good news for marketers who want to enhance their online relationships. The emotional attachment people feel with email newsletters can create a stronger bond between readers and companies. More so than anything a website can achieve. When users glance at a website, their immediate task or question reins supreme. Users want to get in and get out of a website "as quickly as possible."
Not so with Email newsletters, which "...feel personal because they arrive in users' inboxes and users have an ongoing relationship with them." In fact, according to the NNG report, the email inbox is "information central" for most of us, a special place where we check for personal messages and mail.
Here's a few points to remember when designing an email newsletter:
- Though people are emotionally attached to email newsletters, there's so much traffic, the stress of processing the mailbox continues to make them wary;
- Skimming is the "dominant mode" of dealing with a cluttered inbox. Over 69% of readers skim the contents rather than read each issue.
- Only 23% of email newsletters are read thoroughly.
- With so much to read, a rigorous edit is needed so readers can scan the contents. The writing style needs to support readers who will focus on a limited portion of the layout.
- Be relevant, address specific needs with work related news, professional tips or advice, events, prices, deadlines, sales, premiums, important dates, personal interests and hobbies (remember, this is a personal medium).
- Your attitude counts a great deal. An email newsletter that's a pain to use, unsubscribe from, or that comes in too frequently, can create real animosity. Never attempt to trap the user into accepting your email newsletter or keeping them from dropping out by making the unsubscribe link hard to find. It's far better to let them go and focus on building a quality permission based list.
Your pitch to the reader should be made from a position of strength. Place your new Email Newsletter in its rightful place of importance and support it accordingly. Commit to a regular publishing schedule that's not too frequent. The emotional engagement of readers is a precious commodity, offering strong potential. Don't take it lightly.
- Your best prospect may be someone who is literally waiting to hear from you.
- Make his life a little bit easier, better, or more profitable.
- Let him know that your email newsletter will be easy to read and use.
Friday, August 17, 2007
Notes to a Copy writer on advertising
Dear Copywriter,
It’s never so easy.
Here’s a few thoughts.
1) Bernbach once said: touch the emotions of the reader and you’ll touch their soul, etc. (or words to this effect.).
2) Try removing any mention of the company or brand name from the appeal, concept or headline and work directly with the subject, thinking only of the reader. You did this very well in our last project. In this case, the reader will see the logo in its place. We don’t need to push their name. Unless of course, a very compelling headline extols something about the brand that’s newsworthy (we can do this, but I think it will miss the essence of the product and what it means to the customer).
3) Try to make a little bit of magic happen! We need to introduce this product in a new way.
4) Capture the reader’s attention with a fundamental truth, stated memorably. If we can link a selling angle (USP) through the copy or subhead or positioning, so much the better. But even without a USP, let’s try to capture the magic of the product and build readership for the message.
Here are a couple of quick headline ideas that might be promising (suggestions only, they need more work):
* A few samples followed up on this
* Then I got back to the overall theme
You have a few nice starts, like the less is more headline. But we need a bit more search, or creative push. We need a memorable twist, but not too cute or clever. As a journalist, report on what the product will do. But be more intimate in style. We’re trying to capture the interest of a reader by appealing directly to her desires and self interest. We’re trying to capture a fundamental truth or essence on the “uniqueness of relationship between the customer and the product.”
If you feel totally stifled, try writing a very personal letter to a friend. Show lots of enthusiasm for the product and how it will make her feel better, help her do more things, or improve her health. Don’t even think of mentioning the client. Just capture the story in the most compelling way. That letter is likely to produce a few lines of copy and headline. Maybe a strong headline.
Remember, it’s the emotions of the reader we want to touch.
Greg
It’s never so easy.
Here’s a few thoughts.
1) Bernbach once said: touch the emotions of the reader and you’ll touch their soul, etc. (or words to this effect.).
2) Try removing any mention of the company or brand name from the appeal, concept or headline and work directly with the subject, thinking only of the reader. You did this very well in our last project. In this case, the reader will see the logo in its place. We don’t need to push their name. Unless of course, a very compelling headline extols something about the brand that’s newsworthy (we can do this, but I think it will miss the essence of the product and what it means to the customer).
3) Try to make a little bit of magic happen! We need to introduce this product in a new way.
4) Capture the reader’s attention with a fundamental truth, stated memorably. If we can link a selling angle (USP) through the copy or subhead or positioning, so much the better. But even without a USP, let’s try to capture the magic of the product and build readership for the message.
Here are a couple of quick headline ideas that might be promising (suggestions only, they need more work):
* A few samples followed up on this
* Then I got back to the overall theme
You have a few nice starts, like the less is more headline. But we need a bit more search, or creative push. We need a memorable twist, but not too cute or clever. As a journalist, report on what the product will do. But be more intimate in style. We’re trying to capture the interest of a reader by appealing directly to her desires and self interest. We’re trying to capture a fundamental truth or essence on the “uniqueness of relationship between the customer and the product.”
If you feel totally stifled, try writing a very personal letter to a friend. Show lots of enthusiasm for the product and how it will make her feel better, help her do more things, or improve her health. Don’t even think of mentioning the client. Just capture the story in the most compelling way. That letter is likely to produce a few lines of copy and headline. Maybe a strong headline.
Remember, it’s the emotions of the reader we want to touch.
Greg