Marketing Power

This Print Ad Does It All

2011-09-27T13:37:00.001-04:00

I love this ad!

Let me tell you why.

First, take a look at it:

Let's talk about the Graphic: It's fantastic! It does everything a graphic image is supposed to do for a print ad:

1. Grabs attention. I was driving one day and my 15 year-old daughter was sitting beside me, thumbing through my favorite magazine. Suddenly she started laughing. Then she said "Cool!" Well, I just had to know what got her attention. Turns out, it was this ad. The graphic image had done its #1 job.

2. Conveys product benefits. Look at the chair. it's an attractive chair. And it's bathing itself! So, we know ~ just from the graphic ~ that this furniture is completely washable. I asked my daughter what the ad was conveying. She got it. The image has done its #2 job.

3. Is memorable and creates dialogue. When we got home, we showed the ad to the rest of the family. And now, I'm showing it to you. We definitely remembered it. And yes, it created dialogue! Job #3... check!

The Copy: It's solid. Starting with the headline, which incorporates the product's two key benefits: beauty and cleanability, and flowing into the body copy, which speaks plain english, using terms we use ourselves. Here's a taste of the body copy: "Its beauty, undeniable. Its cleanability, unmatched... you will no longer have to worry about spills or stains, indoors or out." There's a 5-year warranty. The copy lists the web address, for those without Smart phones. AND they have placed a QR code in the ad.

The QR Code: It takes us to a MOBILE-FRIENDLY landing page that is simple and easy to read ~ without any zooming or scrolling. There we have three options: Cleaning. Warranty. Where to Buy. This page was minimized from the advertiser's home page, to make it Smart phone friendly. Smart. Very smart. It amazes me how many advertisers use QR codes, then blow it by leading to a page that has not been developed for easy viewing on Smart phones, or that land on a general homepage, expecting the reader to search out the product that prompted their response. Not gonna happen.

Once you get to the landing page, the graphics, navigability, and copy do not disappoint. ..."The days of 'No eating on the sofa!' are over." Great copy. Nice integration, print to mobile, to web.

I love finding these what-to-do examples! They allow me to let my positive side out. Great job, Sunbrella!

What We Can Learn from David Ogilvy's Famous Ad

2011-08-31T12:32:00.002-04:00

"At 60 miles per hour the loudest noise in this new Rolls-Royce comes from the electric clock."

This headline, written by advertising great David Ogilvy, is probably the most popular headline ever written for the automotive industry. Following the headline is a half page of copy, equally informative and compelling. The full ad is below.

A study of this ad reveals that - for a car ad - this copy is long. In fact, the headline would be considered long by some. But the copy is so packed with benefits, interestingly written, that any readers with an interest in the subject can't resist reading the entire thing. The copy answers just about every questions that could enter the mind of a reader. Ogilvy did a great job of anticipating and answering those questions.

It started with research.

This brilliantly written and historically effective ad was created after Ogilvy had done his research. The facts shared about such things as engineers listening for motor whine with stethoscope, could only have been discovered and shared after spending some time interviewing the quality control engineers. Time spent researching is never wasted. It's vital to the writing of ad copy that sells.

Not creative. Not funny. Just effective.

This ad is not exceptionally creative, or funny. It just does its job:

1. Get the attention of the right audience.

2. Draw that audience in with compelling subhead and leading paragraph.

3. Keep readers involved, giving them facts that answer their questions.

4. Ask the reader to take action. (Ask for the next step in the sales process.)

Whoever is writng your copy - whether online or offline - it pays to be certain that sufficient research is done, and knowledge is openly shared from your team. And control your desire to be clever or funny, or brief. It's tough to pull off clever and funny without falling on your face. And brief? Well, your response rate will suffer if keeping it brief is your focus.

Lessons from an advertising great who succeeded because his clients succeeded. My favorite kind!

You Gotta Have Heart - in Your Marketing

2011-08-03T12:40:00.002-04:00

You've Got to Have Heart in Your Marketing

Heart? Yes, heart. Oh, I don't mean that your ads need to be sappy sweet. No, you do not have to feature the elderly, children, and puppies in all your advertising messages. I simply mean that, as much as possible, you should let your heart - your passion, your "reason for being" as a business - come through in your marketing communications.

But What About the Facts?
Facts are often necessary to complete your message. How many, and how detailed the facts need to be depends on your product, and on your prospect. Engineers, for example, want more detail than creative types. It takes more information to sell a software program than it does to sell ice cream. However - no matter who you're speaking to, facts alone will not move people to your side. Even when selling to detail-loving engineers, you've still gotta have heart!

Stories Sell

In order to convey your heart as a business, try telling stories. How did your company begin? Why? What was your dream? What is your passion? Listen to this heartfelt story from Ben & Jerry's Ice Cream It's their company history, told in story form. You can do this too.

Whether you're selling software, or ready-to-wear, ice cream, or ice melt, you have a story to tell. Just make it human. Keep it flowing. Show your heart for your business, and for your customer. And you'll move more prospects to action than you could ever do with mere facts and figures.

Here's a Vintage Ad Slide Show I created to help convey this, and other vital marketing lessons - all in a quick 2 minutes!

Why Doesn't Your Marketing Work?

2011-07-22T10:03:00.000-04:00

Why doesn't your marketing work?

I don't know. But I can help you figure out why. I have narrowed down the analysis of every marketing effort to a simple formula. I call it my Marketing Success Formula.

To every marketing effort there are four elements:

1. Prospect 2. Message 3. Product 4. Medium

The formula goes like this: P x M x P x M = MSP (Marketing Success Prediction)

You can read about my Marketing Success Formula in greater detail here:

http://www.marysweeny.com/Marketing-Formula---Try-it-.html

You can jump on opportunities, but do not jump to conclusions. The point I want to make here is that you need to be careful about jumping to conclusions when trying to figure out why your marketing isn't working.

Yes, the medium you tried (radio, TV, web ads, etc.) could have been the wrong choice for you, but - the reason for your ad's failure could have been the message. Was it written well? Was it written to the audience that uses that medium? Did the graphic help grab the attention of the right prospects? Was the offer strong enough?

Find the real place for blame. Too often, I hear decision-makers say things like: "We tried social media, but it didn't work for us." or... "We tried cable, but it just wasn't right for our product." But, after several questions, it is revealed that the medium was being blamed when the problem was with one of the other elements. For example, the ad that was run was poorly written, designed, or produced, or the social media effort was haphazard.

Look at the whole picture. When examining why an ad, email campaign, or sales letter failed, look at every element. Scrutinize the message. ( This blog contains many real-world examples of how to do this.) Examine the media. Did you reach the RIGHT prospects for your products? Is your product as strong as you thought it was?

Only then can you make solid decisions on how to move forward with your marketing.

The Synergistic Power of Integrating Your Marketing and Advertising

2011-06-01T12:33:00.004-04:00

Synergy is a familiar concept in life. When applied to your marketing and advertising plan, the synergistic power of integration is profitable!

Are you running print, broadcast, or outdoor media campaigns?

If so, your Facebook page should be referenced, with the very familiar "Like" button. This (almost) goes without saying. But integration means so much more...

But beyond that, are you integrating your current campaign with your social media pages?

What I mean is, if your campaign introduces a new product or special offer, will your fans find any reference to it on your Facebook page and within your tabs? If you promote a coupon, will they be able to print it from your page?

Whatever it is your campaign is promoting, ought to also be promoted on your social media pages and profiles. Otherwise, if social media is your prospects' medium of choice, you may lose traffic to your competitors who have discovered the power of integration.

Harness the power of integration! Make sure your promotions run throughout your marketing and advertising. Blogs, websites, social media, and all off-line media as well.

Have you done this successfully? Tell us your integration success story!

Marketing Murder in Print - Your Ad Must Look the Part

2011-01-19T10:05:00.003-05:00

Make sure your graphics HELP convey your message.
This one fights the advertiser's image, message, and purpose.

Take a look at this ad. Now quick - what do you think it is for?

This ad is for a very reputable assisted living and long term care community. I've seen - and appreciated their other ads. But when I came across this one, I had a single thought: "What were they thinking?!"

When you see this ad, what do you think of? Does it conjure up thoughts of a warm cozy residential facility where someone else takes care of snow removal? I think that's what the advertiser wanted us to think. But this ad falls far short. And it falls short on a few counts:

1. The headline. "Come in out of the Cold." What? But I'm not homeless. Oh - you meant... if I'm shoveling my own snow... now I get it. Clever headlines can bite you in the other end. Often, clever headlines require too much thought. Frankly, readers are not in the print publication to read your ad. They will not take the time or effort to figure out what you meant.

2. The subhead. "Get 50% off on a 2-week stay." Sounds like a hotel or resort deal. Not what I'm expecting from an assisted living community. I'm not saying they shouldn't offer this deal. I'm just saying they need to make their case, then explain the deal. What is your community all about? Why would I even want to stay there?

3. The photo. Is it just me, or does this guy look homeless? Wouldn't the point that you don't have to fight with snow shoveling if you live in the advertiser's community be more dramatically made if the guy was bending over, holding his back, snow flying in his face? And what if a person was sitting inside the warm, cozy community, looking out the window while this poor guy was shoveling snow? A much more powerful graphic, in my view.

The advertiser's name, address, etc. was at the bottom of the ad, but I don't think many readers got that far.

Always write your headline to grab the attention of your target market while conveying your strongest benefit. That is what will motivate them to read further.

It's a shame when a good organization commits marketing murder. Wasted money, time, and effort. And sometimes, the advertiser's reputation can be harmed. Be careful. Follow the proven rules. Avoid committing the crime of marketing murder. And enjoy profitable marketing and advertising.

Twas the night before Christmas

2010-12-20T23:58:00.002-05:00

My son Tyler... likes to support the underdog!

A Marketers' Christmas

Twas the night before Christmas, and all through the web,
Business people were scrambling, to keep their goals fed,
They've posted their ads, the best that they can,
But what of the ones who moved without plans?

Do they know which ads worked? Do they know which ones flopped?
Do they know which ad copy will their sales records top?
Did they set up a tracking code in every single ad?
If not, their next choices could really be bad!

It is simple, really, it just has to be done,
When you do the right thing, the ad game can be fun!
So be sure every ad is the best it can be,
Then at end of year, you will be filled with glee!

From your headline, to your subhead, to the full body text,
Remember, tell readers what they should do next!
Give them numbers, web addresses, and text options too,
So they can decide how to order from you!

Writing solid ad copy that sells product for sure,
Planning, budgeting, strategy, yes - even more!
This is what I just love, it's my passion, you know,
To create ads that sell, that are not just for show!

As the big day draws near, as you wrap things up tight,
I say: "Merry Christmas to you, and to you a good night!"

What? No graphic in this ad?!

2010-11-19T11:08:00.005-05:00

Can an ad with all text and no graphics work?
You bet it can!

In my last post I showed you can ad that didn't require a single word of copy. The photo said all that needed to be said - and it did so more effectively than any words could have. Now here's an ad that doesn't need a graphic to get the job done. It's well-written, so the words do the job.

The copy written for this European coffee (Costa) print ad is excellent! It's fun, creative, entertaining, and most readers can relate to it. Too bad the designer set the text in all caps...

Between the all caps font, and the shaded background, this well-written text is difficult to read.

Text set in all caps has its place - if used sparingly. But to set full lines and multiple sentences of text in all caps is overkill. It's difficult to read, at best. Unreadable, at worst. We are not used to reading all caps. We're used to the standard upper and lower case font, with new sentences beginning with a capital letter. Our eyes and brains are forced to work harder to read all caps in length.

So, despite the fact that this Costa Coffee ad is very well written, it was most likely read through by a very small percentage of readers. Sad. For, if you are one of the readers who makes it through the last sentence, you're going to want some of that "incredibly rich flat white coffee" and you're going to want it to "surge through you like the smoothest, most velvety homing missile known to man"... and soon!

The lesson: While writing effective copy is vital, it is just as important to make that copy visually easy to read. Easy on the eye. Easy on the brain.

So, once you've written - or paid a professional to write - that amazing copy, don't blow it in the design stage. Set your text in sentence-case, select a font that is easy to read, allow some "air" (white space) around your text, and reap the rewards of an ad well-done!

One of the Best Ads I've Ever Seen... and Not a Single word of Copy!

2010-11-16T12:42:00.001-05:00

I couldn't resist.
I know. It's hard to believe that I would post this wordless ad on my blog, but - the photo is so powerful, it simply doesn't need copy.

When you can come up with a graphic that conveys the main benefit of your product, use your ad space for that graphic. CAUTION: It is very rarely possible to accomplish this, so be careful. Be certain that words are not necessary, as in the Bose Noise Reduction Headphones ad, below.

Take a look. I think you'll see what I mean...

Great ad, isn't it? There are two reasons for this ad's effectiveness:

1. Obviously, it's a great concept.

2. Bose is very well-branded.

CAUTION #2: If your brand isn't as well-known as Bose, this approach is a greater risk. It may take some solid copy to convince readers of your credibility, and to make it clear what you're selling.

It works in this application! And I think it's one of the best ads I've ever seen. Congratulations, Bose!

Do you believe me?

2010-11-10T12:00:00.001-05:00

Just because you're telling the truth, doesn't mean people will believe you.

I know. It's frustrating. You have a story to tell. And you tell it accurately, truthfully, without exaggeration.

Yet... people are cynical. They don't necessarily believe your sales and marketing messages. They have been burned before. Haven't we all? Come on, we all know it. There are businesses and business people out there who are willing to fudge the facts, stretch the truth, even flat-out lie, in order to win our business. And these unscrupulous people make it much more difficult for us to gain credibility in our sales and marketing. These people create the cynicism we honest business people deal with every day.

What can you do?
You can be sure that, when you prepare a sales or marketing message, you state facts, give statistics, be specific, and use customer testimonials whenever possible. In other words, do everything you can to build credibility. And don't resent your prospects for doubting you. Expect it. Prepare for it. And address their skepticism head-on.

Here's an example...

I love vintage ads and the lessons they can teach us! My favorite resource is: VintageAdBrowser.com On this wonderful site you can search by company, topic, industry, date, or product. Try it! I think you'll enjoy the journey down memory lane.

Okay. Back to the marketing lesson. This 1965 ad for Parker Pens, is a great example of detail, and the use of testimonials to build credibility. The headline is a solid curiosity headline. If you appreciate a quality pen, you'll want to find out why this pen does inspire testimonials.

1. The photo is powerful, as it features the product, and a HANDWRITTEN testimonial.

2. The body copy shares DETAILS, and some of the things Parker customers appreciate about this pen.

A full page ad... to sell a PEN? Absolutely! This pen, in 1965, remember, costs $25. They tell us so in the very last sentence. Crazy to tell the price, right in the ad? No. It's not crazy, it's smart. By now, if I've followed the headline into the body copy, and through the entire 1/3 page of copy, I am a solid prospect for this type of pen. And sharing the high price tag is an act of confidence, pride even. And confidence is vital in sales and marketing - if you expect your prospects to have confidence in you.

Believability is a challenge in sales and marketing. But it is achievable. Here's how I have found it can be accomplished, in a nutshell:

1. Provide details.

2. Include specifics. Numbers, percentages. (99.9% is more believable than 100%)

3. Give lots of facts. Don't be afraid of long copy. Just break it into short paragraphs, use subheads, and make it interesting.

4. Use testimonials with your customers' names.

5. Don't act like the price of your product is something you're ashamed of.

6. Welcome questions.

7. Don't assume people should trust you. Assume they don't - then set out to prove them wrong.

Marketing Lessons from Corporate Meetings, Part 3

2010-10-26T16:29:00.002-04:00

Marketing Lessons from Corporate Meetings, Part 3

How many times have you sat in a business meeting thinking, "I'll bet there's a lot I can learn from this!"

Doesn't happen every day, does it?

I'm suggesting that you change your perspective. In this series, I will recall some of my favorite "corporate meeting memories", and the lessons I've learned from them.

Lesson #3

Making others look good can make you look even better!

Have you thought about this? First, let's look at the negative side of this lesson.

You're in a meeting. Someone has done a fantastic job on a project. That person is not in the meeting, but his supervisor is. In the meeting, that supervisor receives several complements on the project. The supervisor glows, as she listens to all the kudos. "Thanks," she says, "I worked long hours on that! I thought about doing it another way, but I'm glad I decided on this way. I... I... I..." You get the picture. She had a golden opportunity to pass the credit on to her team, but she blew it. Instead of giving credit where credit was due, she took all the credit for herself.

Here's a question: Did she make herself look good by taking all the credit?

Now, let's see how the situation could have gone... What if, when receiving all those kudos, the supervisor had made her teammate look good? What if she had bragged on him, agreeing about what a fantastic job was done on the project? Don't you think that supervisor would have made herself look good, by making her teammate look good? I do. People who brag, grab all the credit, and give no credit to others, do not build themselves up. These people actually end up looking worse; desperate, even.

Now here's the marketing lesson.

In the marketplace, all businesses have opportunities to build up other businesses, both in their own industry, and in other industries.Think about trying some of these contrarian tactics: Recommend a similar business that happens to specialize in an area you're only familiar with. Forward social media posts that impress you - even if you'd consider the poster a competitor. Foolish? I don't think so. But that's your call. The way I see it, none of us can be all things to all people. We each have something - an area within our business or industry - that we're better at than most others. If we're confident in that fact, we'll have no problem complimenting, helping, encouraging - even recommending other professionals whom we respect.

I realize this is an individual decision. I also know that some who are reading this see this approach as foolish. All I'm doing here is sharing my own thoughts, formed by my own experiences. What do you think?

Marketing Lessons from Corporate Meetings, Part 2

2010-10-22T07:57:00.000-04:00

How many times have you sat in a business meeting thinking, "I'll bet there's a lot I can learn from this!"

Let me guess. Never?

I'm suggesting that you change your perspective. In this series, I will recall some of my favorite "corporate meeting memories", and the lessons I've learned from them.

Lesson #2

Listen more than you talk.

It's not uncommon in a business meeting for one or two people to talk more than the other four to six people in the room. These people are usually striving to prove that they know more than the rest, contribute more, and are more valuable. This kind of person usually says more than they need to; more than they should. In extreme cases, these people come across as a bit too desperate to prove themselves. When that happens, they're hurting, rather than helping themselves.

Here's the marketing lesson.

As businesses fighting to have our messages heard and believed, we can be tempted to fall into this trap. Talking too much. Listening too little. There is a fine line between telling your story with enough passion, facts, and evidence - and saying too much.

Spend time and resources asking your customers what they like about you, why they chose you in the first place, and how you can serve them better. Spend less time telling, telling, telling how great you are. Here's one of my favorite reminders:

"Don't tell me how smart you are. Say something smart."

Do more listening than talking. Find out for certain - don't guess - what's important to your customers. Then prove how you can provide that. Demonstrate your capabilities by providing information people can use. Gather testimonials from your customers and let them speak for you. These are much more powerful than anything you can say about yourself.

Listen. And speak only when you have something valuable to say. It applies to business meetings. And it applies to good marketing.

What do YOU say?

Marketing Lessons from Corporate Meetings

2010-10-19T12:35:00.002-04:00

How many times have you sat in a business meeting thinking, "I'll bet there's a lot I can learn from this!"

Let me guess. Never?

Well, I'm suggesting that you change your perspective. In this series, I will recall some of my favorite "corporate meeting memories", and the lessons I've learned from them.

Lesson #1

Everyone has an opinion. It's important to learn when your matters... and when it doesn't.

Here's what I mean. Not very long ago, I was involved in a meeting to discuss recommendations we, as a creative team, would make for a client who wanted a fresh, new approach, and a stronger image.

One of the people present made the following statement:

"I don't think social media works for businesses."

Now, this statement is nothing more than an opinion. This person is not heavily active in social media, doesn't use it for anything but personal chit-chat, photo sharing, and catching up with friends. This person has an opinion that is based on his/her own, personal experience. Everyone is entitled to an opinion.

By the way, if you want some FACTS about social media and its financial payoff for business, here's a great resource! Socialnomics.com Here's a fantastic video on Social Media ROI...

Okay. Back to the lesson. Here's where I have a problem.

When opinions are treated as statements of fact, they get in the way. Opinions are only opinions, and they should not influence business decisions. We all have opinions. That's fine, but the important thing to remember, is that opinions do not belong in intelligent decision-making processes.

Just the facts, ma'am.

The lesson I've learned over the years is that opinions should be booted right out of the meeting room! Give me demographics, test results, industry standards, competitive information, product facts, customer testimonials, data, data, data. Give me as many facts as are available on the subject. Then let's come up with a solid decision - WHICH WE THEN TEST AND TRACK!

Even the most solid decision can still be off. That's why I advocate tracking everything, testing variables, examining options. Here's the formula I recommend.

1. Research

2. Examine the facts

3. Move forward

4. Track everything

5. Test every element

6. Examine the results

7. Refine

8. Repeat

So... what's YOUR opinion? :)

A Marketing Lesson from a Ten Year-Old

2010-10-06T22:09:00.001-04:00

"Sometimes, the obvious is the hardest clue to spot." J.B. Fletcher

Good Marketing Requires Watching What You Say

While I was driving my ten year-old son to school last week, he said something that became a reminder of a basic marketing truth. Here's how the conversation went...

Ryan: "Mom, are suchandsuch company's phones junk?"

Me: "I don't know, Ry. Why do you ask?"

Ryan: "Because. All their commercials talk about is how cheap they are! Doesn't that mean their phones are junk?"

Me: "Well, not necessarily, buddy, but it does make you think that, doesn't it?"

Ryan: "Yes, it does."

Did you catch the marketing lesson? Ryan nailed it. As an advertiser, you need to be careful what you say. If you want to be known as the cheapest, you'd better be careful... you may also become known as the one with "junky products". And when it comes to cell phones, we don't want junk. There are just too many hassles associated with phone problems, and replacing a bad one. I know my son is observant, but if a ten year-old can pick up on that...well...

Talking price alone may have its place - if you're selling a low-cost commodity item, or if you have exactly what your competition offers at a higher price. BUT - it is a rare company that can succeed on price alone.

Think carefully before you go down that road. Be careful what you say.

Don't Be Afraid of Long Copy. It Sells.

2010-09-09T13:44:00.005-04:00

Long copy sells. It's proven.

Witness these two print ads.

The first was run as a 2-page ad in the New York Times. It contains 3,232 words. It worked better than short-copy versions that were tried.

The second advertisement contains 6,540 words! Look at all those words! You might think that no one would read all that copy. But those with a strong interest in the topic will read it. When it appeared in the New York Times it pulled 10,000 responses to an offer for a free booklet. The offer was buried near the end. It's safe to say that the ad got read! The headline reads: "What everybody ought to know... About This Stock And Bond Business".

And how were those 6,540 words used? To explain the "stock and bond business" in layman's terms. Details. Benefits. And proof. Lots of proof. If you're considering investing thousands of dollars, don't you want to know everything possible?

When does long copy sell better than short?

When the product requires an investment or expenditure of significance, or when deciding on your product or service requires a life change (new physician, move to a new community, etc.) or when there is personal risk involved (an adventurous vacation, a business decision that could make a person look bad in front of their boss and peers, or even a food product, because of its effect on your personal, and family health). An 800-word ad was written for margarine. It out-performed any of the short ads that had run before it.

When it comes to products and services that fall into the above categories, you have got to provide enough information for your prospect to make a "safe" decision. After studying the results of long copy for retailers, Dr. Charles Edwards concluded that "The more facts you tell, the more you sell." An ad's chance for success invariably increases with the number of relevant product facts included in the ad.

In split-run direct mail tests, long copy always outsells short copy. But - as David Ogilvy has said: "If you want your long copy to be read, you had better write it well."

And that - how to write (or recognize) long copy that will get read, and sell for you - is the topic of my next post.

Please share your own experience by commenting below: Do you find yourself reading long copy? When do you? When don't you?

Body Copy is Ready by Only 10% of Readers

2010-09-07T10:27:00.000-04:00

Did you know that body copy is read by only 10% of readers?

Does that discourage you? It shouldn't.

Here's why.

If you are selling lawn mowers, you have a very distinct target market. If I live in an apartment or condo; if I don't own a home, one with a lawn, I will not buy a lawn mower. Even if your headline is catchy, and your graphic is cute. I will probably not read your body copy, and I am not going to buy a lawn mower. I don't need one!

In a less extreme example, if you are selling a product that everyone wants or needs, like a television, your ad - no matter how well-written - will not be read by everyone who sees it. Why not? Well, maybe I just bought a TV. Or, maybe I just lost my job. In either case, I won't be buying a new television. Not from you, or anybody else. So it shouldn't bother you if I don't read your ad.

In the Boston Chicken ad, above, they've used an excellent headline and subhead: "$1 Real Chicken Meal. Always better than just a FREE piece of chicken." If you like chicken, you will read the body copy to find out how you can get your free meal. But - if you don't like chicken, you'll turn the page. Simple, right? Yet many advertisers don't understand or accept this.

When you write your headline, write it to grab the attention of those who want or need what you're selling.

Then write your body copy for the 10% who will read it. These are the people who are interested enough in your product or service to read about it. Give them enough information, enough proof, to make a solid decision to take the next step. And, of course, remember to tell them what the next step is!

Write body copy that tells, and it will sell. And don't worry about trying to please the 90% who are NOT your prospects. Speak to the 10% who are. That's how advertising copy that sells product is written. And that is how advertising success is created!

Is what you're promising important to your customer?

2010-09-03T07:47:00.001-04:00

Make sure what you promise is important to your customer!

So... you can ship in 24 hours or less?

... you can provide your widget in 72 different colors?

... you will tie up your services with a personal contact every week?

QUESTION: What if I don't care?

This issue goes back to a basic I'm passionate about: RESEARCH.

Too many companies assume that they know what their customers want. They make no effort to ask. To uncover the REAL reasons people buy... and continue to buy. That's dangerous, for several reasons.

You are not your best customer! In the vast majority of client cases I work with, the business owner or manager is not a portrait of their best customer. So, making decisions based on what YOU would like, is not effective. You simply cannot be objective.
If you never ask your customers what they like - and dislike - about your company and its products and services, they may feel ignored, taken for granted.
If you move forward with a new product, or new ad campaign, without asking if your customers want, need and can afford what you're offering, you could end up throwing money down the drain.

Try this.

Ask your customers what they want and need. Find out - truly find out - what is important to them.

If you have your customers' e-mail addresses (and you should), send out a 3-question survey. Constant Contact, Mail Chimp, and others offer this feature in their e-mail plans. And they're both very inexpensive.
When they order, ask them what influenced their decision. "We are honored that you've chosen us! May we ask what caused you to decide on our _________________?"
Every time you have contact with them, ask them what they're happy with, and what you can do better. This can be through your sales rep or customer service department, or both.
Conduct annual, or bi-annual focus groups. Invite a small group of your best customers in. Feed them, give them the royal treatment, and pick their brains. Tell them in the invitation that you want to know what they're thinking. You want to know how you can serve them better, bring them the products they want, improve on the ones you're already offering. I have done this with clients and their customers (distributor level and end-user level) and it is always amazing what can be discovered if you create the right environment, ask the right questions, then sit back and listen.

They point is, if you don't ask, you won't know. You'll only be guessing. And guessing can be costly - in more ways than one.

Here's the formula: Ask. Record. Assess. Repeat.

What have YOU uncovered by asking your customers what they want?

Tiedtke's Department Store 1960s Ad

2010-09-02T08:04:00.002-04:00

Tiedtke's Department Store in Downtown Toledo

This one is just for fun! No review from me... but why don't YOU critique? What do you think about this television commercial?

My mother worked at Tiedtke's Department store in downtown Toledo, Ohio as a teenager. She loved that job, and she loved that store!

Get personal. It's the only way to sell.

2010-08-31T11:02:00.001-04:00

When you're writing ad copy, it pays to get personal.

Don't talk in vague generalities. Do not describe facts, and only facts. Tie in the emotion. Because, in advertising and sales, there is NO motion without E-motion.

Here's an ad I found in David Ogilvy's book, Ogilvy on Advertising. Its job was to inspire people to inquire about becoming a member of London's Metropolitan Police. Have a look...

This ad worked because it gets very personal. It asks: "What would YOU do in these situations?" the photos depict a. an armed robbery with a shooting victim and b. An injury accident. The three check-box answers are: __PANIC __VOMIT __COPE __RUN We can all relate, can't we? We can all answer the question with one of the four options. In other words, we begin to put ourselves in the situation.

The copy goes on to say that, even if you would currently panic, vomit, or run, the fine people of London's Metropolitan Police. can train you to respond responsibly, professionally.

The ad ends with an emotional call to action: "London's 8,000,000 people take a lot of looking after. Come and give us a hand."

A nice example of getting personal and tapping into the reader's emotions.

Consider how this ad could have been written. "Join London's Metropolitan Police.." blah... blah... blah. We need you... blah... blah... blah. This approach would not have worked nearly as well. The emotional appeal draws readers in, and gets them involved.

Remember, there is NO motion without E-motion. Get personal. Appeal to your prospect's emotions, and then add the facts that back up your claims. You'll sell more product. And - isn't that the bottom-line goal of every marketing and advertising effort?

What do YOU think?

Are you talking to me?

2010-08-26T09:27:00.001-04:00

Then speak my language... if you want me to hear you!

This may seem obvious, but apparently, there are still advertisers out there who don't get it.

Before you write a single word of advertising copy, you have got to do your homework.

Know everything you can about your target audience. How old are they? What do they do for fun? Where do they shop? What is their family like? How do they perceive themselves? (For example, once people reach age 40+, they perceive themselves as much younger - 10 or 12 years - and it is vital that you represent them that way.)
Know what you should say. What is the most important message you can convey regarding your product or service, and how it will benefit your prospect.
Then, and only then, can you determine the best way to convey that message. (The copy, the medium.) The words you use will make - or break - you with your target audience. Words that will resonate with one target group, will turn off another target group. You must know the difference!

For more detail on analyzing and rating your product, prospect, medium, and message, see my earlier post: Formula for Marketing Success.

How a Copywriter Took Schlitz Beer to the Top

2010-08-12T10:32:00.002-04:00

"I think we're missing the obvious, here!" J.B. Fletcher

How a Copywriter Found Success in Talking about Ordinary Processes

In the early 1900s Schlitz Beer was nowhere near the top of its industry. In fact, they were 8th. Schlitz hired legendary copywriter, Claude C. Hopkins, to develop a new ad campaign and help them out of the pit.

Throughout popular magazines, beer companies were pretty much all making the same claim: "Our beer is pure, so it tastes better." The mistake they were all making? Failure to prove their claim.

A tour, lots of questions, and some unsurprising discoveries.

Hopkins went to the Schlitz brewery to take a tour. As with all good copywriters, he sought to understand a product - and its best customers - before he began to write about it.

As he toured the Schlitz facility, Hopkins saw large rooms enclosed with plate-glass, where beer was dripping over pipes. Those rooms were filled with filtered air, so the beer could be cooled without impurities.

He was shown huge, expensive white-wood pulp filters that provided a superior filtering process. The Schlitz representative explained how they cleaned every pump and pipe twice daily to assure purity, and how each bottle was sterilized not once or twice, but four times by machinery before being filled with beer.

Then, they showed Hopkins the 4,000 foot deep wells dug to provide the cleanest and purest water available. Finally, in a laboratory, he was shown the mother yeast cell that was a product of 1,018 experiments and developed to bring out the most robust, unmatched flavor. All the yeast used in making Schlitz Beer was developed from that original yeast cell.

Hopkins exclaimed, "Why don't you tell people in your advertising about all these steps you are taking to brew your beer?" The Schlitz representative told him, "Because all companies brew their beer about the same way."

"Yes," Hopkins countered, "but the first one to tell the public about this process will gain a big advantage." Out of that tour, and all the information gathered, Hopkins went on to create an advertising campaign that shocked his client. He told the story that every brewery could have; but didn't.

Dig for specifics that prove your claims. Then talk about them, no matter how mundane they are to you.

Hopkins wrote an ad that featured those plate-glass rooms, pictured the expensive white-wood pulp filters, talked about the 4,000 feet-deep wells, the 1,018 experiments, four bottle washings, and twice-daily pump cleanings. Do you see what he did? He dug for specifics. Then, even though those details were everyday stuff to his client, he shared those details with his prospects. This worked because those facts served to prove the bottom-line claim that was so important to beer drinkers: Schlitz Beer is pure, therefore it tastes better!

From 8th place in beer sales, to first - in just a few months.

Because Schlitz was the first beer manufacturer to prove that their beer was pure, they achieved remarkable success. Remember though, any claims you make must be true. (That *almost* goes without saying.) And your claims must be important to your prospects.

Don't assume your prospects know.

It's tough to be objective about your own products and company. Some of the things you are, the things you do, and the way you do them, are common to you. "Everybody knows we do that!" is not a realistic statement. And it's hardly ever true. Don't assume your prospects and customers know. Don't be afraid to state what seems to you to be obvious. It may be the thing that sells the most product for you!

Marketing Murder on TV

2010-08-09T10:41:00.000-04:00

"I think we're missing the obvious, here!" J.B. Fletcher

Marketing Murder on Television: Failure to state the obvious.

I was watching the news the other day, when a Marathon Oil commercial came on. I happen to be an avid Marathon gasoline customer. I look for Marathon, Speedway, and Circle K stations when I need to fill up my car. There are two reasons for this: 1. A mechanic told me years ago that it's what he fuels his car with because he believes it to be the best. and 2. Marathon is American-founded and American-owned. Those are my reasons. I know several other people who feel the same way. And when I've told others about my reasons - especially the American ownership - people have expressed surprise, and interest in supporting an American product.

So... why is it I can remember only once hearing about Marathon's American roots in their ads? Here's a beautifully-done television commercial...

Clue #1. No mention of a benefit that may be a deciding factor for a large segment of the target market. The ad discusses Marathon's use of clean, safe technology, provision of clean fuel for America, and the company's consideration of its impact on the community. All good things. But there is no mention of its American founding and ownership.

Granted, this is not a deciding factor for some, but for others, it is. By not including this benefit in their advertising, Marathon is missing a large segment of American consumers who still want to "Buy American". Why do that? Why leave out a feature/benefit their company and product have that none of their competitors have? This is a fantastic USP! (Unique Selling Proposition)

Don't assume your prospects know.

It's tough to be obejctive about your own products and company. Some of the things you are, the things you do, and the way you do them, are common to you. "Everybody knows we do that!" is not a realistic statement. And it's hardly ever true. Don't assume your prospects and customers know. Don't be afraid to state what seems to you to be obvious. It may be the thing that sells the most product for you!

In my next post, I'll tell the classic story of a copywriter who featured a manufacturer's process in their ads. A process that everybody in their industry used, yet no one talked about. Doing so moved that manufacturer to record-breaking success!

Behind the 8 Ball and Other Phrases - Are they a safe marketing bet?

2010-08-02T12:55:00.000-04:00

Behind the Eight Ball

... and other phrases.

I was raised by a mother who is full of phrases. I mean, my mother, now 88 years young, has always flowed phrases like Toledo Mud Hens games flow popcorn, peanuts, and cotton candy - she has never run out!

Here's a sampling...

"It's always darkest before the dawn."
"Don't count your chickens before they hatch!"
"You'll catch more flies with honey than with vinegar."
"Consider the source."
"A bird in the hand is worth two in the bush."
"Out of the mouths of babes."
"There's a time and a place for everything."
"Many hands make light work."

Most of these phrases are easily understood. But some of them are a mystery.

Now and then, one of us will ask Mom for the meaning of one of her phrases. She doesn't always know the meaning or the origin. Sometimes, she simply uses a phrase because her mother used it! A perfect example: Mom doesn't know why she says: "I'll be cow kicked by a mule!" But to her, the meaning is "Wow! That surprises me!". Problem is, not everyone knows what she means.

This topic brings to mind a marketing lesson. Bet that doesn't surprise you!

Make sure your target market understands what you're saying.

You live and breathe your industry. You know the jargon. You've gotten comfortable with the way people in your industry speak and write. That's great - for internal company communications, and trade organization activities. But don't make the mistake of assuming everybody knows what you're talking about.

Carbon footprint, for example, is a fairly common phrase nowadays, but how many people really know what it means? If you choose to use a phrase like "carbon footprint" why not cover your bases and add a follow-up phrase that clarifies? Something like this: "... if you care about reducing the amount of carbon dioxide that your company's manufacturing, heating, cooling, and transportation activities create...." This way you can clarify a term or phrase without insulting the intelligence of your audience.

ROI, CPU, BTU, NOI, CPE, etc.

Acronyms are nice when you want to save time and space. But does your reader instantly know that ROI means Return on Investment, that CPU is your acronym for Cost Per Unit, or that CPE - in your industry - stands for Cost Per Exposure? If you're not sure, don't risk it in your sales letter, ad, or web copy. Or at least spell out the acronym the first time it's used in your ad.

This marketing lesson almost goes without saying. But I've seen this mistake too often to ignore it.

When in doubt, use simpler language. Opt for common terms and phrases. And when speaking to prospects you think would know the industry jargon, clarify without insulting their intelligence. That way, you won't end up behind the eight ball in your marketing communications! ;)

Three Ads, Three Degrees of Marketing Murder

2010-07-22T17:04:00.001-04:00

"This looks like a triple threat!" ~ J.B. Fletcher

These Three Ads Provide Three Side-by-Side Examples of Marketing Murder

Take a look at these three ads. They appeared side-by-side in a niche magazine. What struck me as I looked at this page, was the fact that this lineup of ads provides several fantastic marketing lessons ~ all in one place. All three ads are beautiful, yet they are not equally effective. Study all three ads and see what you think; then we'll examine the clues.

Clue #1. A font that is hard to read. The first ad, which pictures a pair of sandals on the beach, features a headline that is difficult to read. The designer chose a script font. It may be a nice-looking font, but readers would have to strain to read it. Most won't bother. The first part of the headline reads: "Join the Fun!" but who can read it? What a waste!

Clue #2. No call-to-action. The first two ads do not include a call to action. They don't tell the reader what to do next. The ad on the right does tell readers to "Take a virtual tour at: www.com" but the font is small, and placed in white text reversed out of the green rectangle at the bottom of the ad. It's not very noticeable, or easy to read. The left and center ads could have given the reader a reason to go to their website or call. A FREE Beach Vacation Planning Guide, for example. Or coupons for surrounding attractions.

Clue #3. Featuring the name of the business as the headline. The ad on the right commits this crime. "SuchandSuch Inn & Resort does not offer a benefit or grab attention. First grab the attention of your target market. Then you can tell them who you are and how to find you. Here's a headline alternative for this ad:

"Come Watch the Sunset from Our Ocean Front Porch"

It's a fantastic photo of the view from the porch. Why not feature it in the headline too? Can't you just feel the stress leaving your body as you relax on the porch?

Now for the positive...

Clue #4. Good photos, showing the product in action. While the ads on the left and right do not feature people in their photos, it's not much of a stretch to put yourself in the picture. They're not bad! The ad in the middle features a father and son enjoying the beach, with the gorgeous ocean and gently rolling waves nearby. Better!

Three ads. Three degrees of murder. What can YOU learn from them?

Just Sell Product!

2010-07-16T09:36:00.004-04:00

In Marketing, as in Life, It Pays to Keep the Most Important Thing the Most Important Thing

You've seen them. Television spots that are clever, even funny and entertaining. You see one. You think it is so good, you find yourself telling a friend about it. But at the end, when your friend asks: "What was the ad for?" you can't answer. "I don't know... but it was funny!"

I think this is what David Ogilvy had in mind when he said:

"A good advertisement is one which sells the product without drawing attention to itself."

Isn't that what advertising is all about? Selling product? Advertisers pay big bucks to run an ad during the Super Bowl. And the standard is set. The ads must be entertaining. We all expect and look forward to the entertaining, creative ads of the Super Bowl. But, as we talk about our favorites the next day, the advertisers that win are the ones whose products we remember. The ones whose ads entertain us while keeping the product front-and-center.

The same holds true in print, on radio, in e-mail, and on the web. What is the point of creative advertising, if everyone remembers the ad and forgets the product? That would be like planning the most amazing date, and getting so excited about those plans, you forget to pick up the other person!

Should advertisers be creative? Sure! If they can do so without losing sight of their purpose. It takes research, knowing your market, understanding the medium, and laser focus to create ads that entertain AND sell product.

Creativity is needed to develop a good ad that first grabs attention, then keeps that attention while a solid, memorable, informational message is delivered. But be wary of advertising agencies that seem more interested in winning awards for their creativity than they are in selling products. Unless, of course, yours is the very expensive hobby of placing creative ads for the sheer fun of it!

You can view and vote on 13 years worth of Super Bowl ads here!

The Mystery of Going Against the Flow

2010-07-12T11:09:00.003-04:00

Just Because Your Competitors Do Something...

I have heard more than one business owner or manager say these words: "We have to advertise there. Our competitors are there!" Making marketing and advertising decision based on what your competitors are doing can lead you down the dark and endless path of overspending, wasting limited resources on marketing that doesn't work. Here are some clues to look for when determining whether or not to follow everything your competition is doing...

Clue # 1. Your competition may be failing. You don't know if that trade website, print publication, cable network, or radio station is working for your competition. Many companies (dare I say MOST) don't track and test their advertising. And many keep throwing good money after bad. Why follow that?

Clue #2. Your competition may have more money to burn than you do. Here's another statement I've heard: "The big guys are doing it - it must be working!" Not necessarily. The big guys may be spending what represents 1/2 of 1% of their ad budget on a medium, whereas that expenditure may represent 50% of your budget. In other words, maybe they can afford to throw that money away. Can you?

Clue #3. You may not even be noticed if you follow everybody. A good example of this is card dealers. In some markets EVERY car dealer is still running in the major local newspaper. Is this because it generates measurable results? You'd be hard-pressed to find a dealer who could show you data to prove that fact. My contention is that many business stay with an advertising medium out of fear. They're afraid what might happen if they stop.

A true story.
Years ago I was researching how car dealerships marketed themselves and gained customers - both new and repeat. In the market of the dealer for which I was researching, I couldn't find a dealership that was selling more than 3,000 units per year. My client was selling just under 2,000. Not bad, but not where he wanted to be. I did find, within 2.5 hours of my client, several dealerships who were selling 5,000 - 10,000 units.

Now here's the interesting part.
One dealer gifted me with over an hour on the phone. Here are his stats:

He was selling 8,000 units per year
His repeat customers (sales and service both) represented 65% of his customers
He was not spending any more on advertising and marketing than my client who sold under 2,000 units
His CSI (Customer Satisfaction Index) and his SSI (Sales Satisfaction Index) numbers were just slightly under 100% NOTE: These numbers are measured by a dealers' auto manufacturer / supplier. For more information on this subject, visit J.D. Power and Associates.
His employee turnover was a fraction of the industry standard

What was different?
Many things, including his approach to advertising and marketing.

He spent almost NO money advertising in the local newspaper
He invested about 25% of his ad dollars in customer service-focused TV and radio ads
He invested about 25% of his ad dollars in other media, including bus benches
He invested 50% (That's right - half!) of his ad budget on customer service! How? Here are just a few of the ways he did that.

Each employee was empowered with $X/day to invest in customers (i.e. if a customer looked stressed or unhappy, an employee could give that customer a certificate for a FREE oil change)
The restrooms were beautiful and equipped with unexpected amenities, like FREE diapers and a comfy changing station
The service write-up area was NOT out in the cold, wet service drive-in area, but in a warm, comfortable, carpeted area that included free popcorn, coffee, bottled water - and a chair for each customer!

Was this dealer CRAZY? Or SMART?
H-m-m-m... look at his stats again. The stats say he's SMART! It took courage to stop advertising in the newspaper. After all, all his competitors spent MOST of their ad budget on the newspaper. I asked this smart auto dealer what happened to his sales volume after he took this new approach. His answer? "Our sales skyrocketed! We were selling about 2,000 units a year just a couple of years ago. Our customers are happier, and our employees? Well, our turnover is lower than it's ever been!" Sounds like more PROFIT - and more FUN for everyone involved!

I'm not suggesting that you dump everything you're doing. I AM suggesting that you track everything, measure results, and make wise decisions based on FACTS. And I'm suggesting that you refuse to follow your competitors just because it seems like the safe thing to do.

Have you got a success story about going against the flow and winning? Share it with us here...

Murdering a Marketing Budget, Part 2

2010-07-06T09:43:00.002-04:00

Help with Making Marketing Budgeting Decisions

When it comes to determining how much to budget for marketing and advertising, there are standards. In addition, advertiisers must examine their position - financially, the in the marketplace, prospect awareness, product knowledge, etc.

Let's clarify a few things.

1. There are general guidelines for marketing budgeting.

B2C - Since businesses marketing their products or services to consumers are usually targeting a very broad audience, they must "splash" more advertising out there. They must reach people in their homes or cars. It's impractical for a retailer targeting the general public to utilize sales people (especially on small ticket items), so their advertising expenditures are greater. Generally, they must use public media, such as radio, television, newspapers, magazines, billboards, bus benches, web advertising, and the like. This is how they build awareness and demand for their product.

Can B2C advertisers use public relations and publicity to save money and accomplish their goals? Absolutely. It takes creativity and persistence, but it can be hugely successful. As a general rule, retailers should be investing 3-7% on advertising. The amount is determined by several factors.

How knowledgeable is the consumer about your product and its use?
Is your product purchased in stores, or remotely (on the web, through TV ads, catalog, direct mail)?
How new is your brand?
How is your brand positioned as compared with competitors or alternative products or services?

B2B - As I said above, businesses marketing their products or services to other businesses are advised to invest 1-3% of annual sales on marketing and advertising. In addition, B2B marketers may have a sales force and the expenses that go with it. Even so, leads must be generated and credibility built. A good advertising, marketing, and public relations plan can go a long way toward driving sales.

The main point I want to make here is this: However you got to market, whether selling a product or service, to consumers or businesses, make marketing decisions carefully. Track everything. Test continually. Analyze the results and make decisions based on facts. The ability to market effectively - or not - has the power to make or break a business. Doesn't it warrant the effort?

Murdering a Marketing Budget

2010-07-06T09:28:00.002-04:00

"I have found that money can be a very strong motive!" ~J.B. Fletcher

The Case of the Industrial Marketer Who Overspent

Here's a question I often hear:

"How much should I be spending on marketing?"

This question is on the minds of many business owners and managers. It's tough to know if you're spending too much or not enough. And wouldn't you like to know what your competitors are spending?

When I met this industrial manufacturer, he knew he needed to make some changes in his marketing. He knew something wasn't right. But he didn't know where to start.

What went wrong?

This business to business (B2B) marketer had an annual sales volume of $4 million. They were spending $160,000 annually on marketing and advertising. Let's follow the clues...

Clue #1. Too much money spent on advertising. That $160,000 represented a full 4% of their sales volume. B2B advertisers should almost never be spending 4% of sales volume on marketing and advertising. The general rule of thumb is 1-3%. Let me explain.

An established business with a proven product for other businesses (B2B) should not need to spend more than 1.5% on marketing. Their bottom line cannot typically sustain more than that for any length of time. Plus, if planning, strategizing and implementation are handled well, there's no need to spend more than 1.5%.

So when should a B2B advertiser spend as much as 3% of sales volume? There are a few occasions. 1. When they're launching a major new product. 2. When they are a new business with a need to build awareness. 3. When they need to overcome a negative event and their reputation must be repaired or rebuilt.

Clue #2. Allowing their marketing and advertising decisions to be driven by media reps and others on commission. This B2B client has been in business since the seventies. The original manager brought in an ad agency run by a friend. Over the years, that manager left, and the ad agency got much too comfortable. They were advising a print campaign (trade publications) totaling almost $90,000 per year! That's 2 1/4% of total sales and more than this B2B marketer should have been spending on ALL their marketing!

In addition, this client had allowed an online, industrial website to "sell" him on a $30,000 ad package!

Am I saying that all ad agencies and media sales reps are greedy and unable to put the client's best interest ahead of their financial needs? Absolutely not! I am saying that you need to beware, do your own research, track everything, analyze results, and make decisions based on facts.

In addition to earning a nice 15% commission on the $90,000 print campaign, the ad agency of record for this client, was hiring a photographer, designing product sell sheets and brochures, and having them printed for the client. What's wrong with that? Nothing, if the charges are fair and reasonable. But this agency was overcharging for design work, as compared with fair market rates. They were also marking up printing far beyond what is fair and reasonable.

Here's an example. Shortly after I began working with this client, we needed to develop a new product sell sheet. I requested a quote from the ad agency, and also got pricing on my own. The agency's printing quote was almost double!

It is fair and reasonable to expect an ad agency to mark up media buys, printing, and designers' fees before sending you a bill. 15% is common. This is how they receive compensation for managing your projects. But over time, this particular agency had gotten greedy. Watch out for this! Occasionally get competitive quotes. Make sure you're not being taken advantage of.

Clue #3. Failing to set up tracking devices and analytical systems. You cannot know which advertising and marketing tools to continue, increase, or cut off, if you are not tracking and testing everything. Use a unique e-mail address for each ad you run. Include different phone numbers or extensions for each one. Utilize one of the available web analytic programs to examine your results from e-mail and pay per click campaigns, social media marketing and search engine efforts.

This B2B client wasn't tracking or analyzing anything. None of their employees had time! But here's just one example of what we found once I started tracking results...

Remember, this client was spending $30,000 annually on a referring website (industrial search engine, if you will). What was that $30,000 gaining them? Absolutely nothing! After tracking 12 months worth of leads from this site, we found 2 quotes and zero sales! Imagine that! What business can afford to pay $30,000 for the "opportunity" to quote two projects? Needless to say, that $30,000 is no longer being wasted.

Next Post: Clarifying how wise budgeting decisions can be made by B2B and B2C marketers.

Intelligent Ads vs. Dumb Ads

2010-06-29T10:18:00.006-04:00

"The Consumer is not a Moron." ~David Ogilvy

Why your advertising messages should be intelligent.

Many ads we see and hear range from tedious, to completely insulting. Why is it that so many advertisers seem to assume their audience to be morons? David Ogilvy saw it in his time (1911-1999), and we see it today. Throughout Ogilvy's long and successful career, he fought for a higher level ad message that appealed to intelligent consumers.

I challenge you to shun the crude, intelligence-insulting appeals that clutter the web, our e-mail boxes, print, and broadcast media.

Why do these insulting ads go on?
Well, the truth is, sometimes they work. Consider products that are of little consequence in our lives. I hesitate to use this example, but - consider toilet tissue. None of us likes spending our hard-earned money on it. Yet, we need it. As long as it does "the job", we don't think much about it. So... we tolerate annoying ads that feature animated bears scratching their hind ends on trees.

Do these ads challenge our intelligence? No. But perhaps they continue to run because when we stand in the store, staring at the multitude of toilet tissue options, we unconsciously reach for a familiar product. Even though the product is only familiar because we've seen those mundane ads!

These advertisers, because they know we don't invest a lot of our time thinking about toilet tissue (and the like) don't even try to get us to hear intelligent ad messages about their products. We have more important things to think about, after all!

So, these advertisers find simpler, even goofy ways to lead us to purchase their products. While these ads may insult our conscious mind, they can evoke that unconscious decision to reach for a "familiar" product in the store. Too many brands to look at. Too many other, more important decisions to make. Decision made.

Your product probably requires more thought.
If you are selling a service or a product that requires an investment of more than a few dollars, I encourage you to settle for nothing less than intelligent ad messages.

Consumers will invest the time and effort it takes to read and absorb intelligent ad messages when purchasing a car, house, or computer. Business people will invest considerable effort in research before selecting an equipment service provider, accountant, or other professional. Likewise when considering a vital piece of new equipment. Expense of purchase, installation and training are weighed. ROI is calculated. Reputation and reliability are investigated.

This research requires information. If you run an ad that gives little or no detail about such a product or service, you will lose sales. Give your target audience some meat. Tell them why and how you're different. Back that up. Build credibility. Don't be afraid of long copy. Here's an example of a Rolls Royce ad that was a full page of text, with a photo of the car at the bottom. When considering a car, people want information. That's why this ad works.

WARNING! There is more to intelligent advertising than using a lot of words. Two people can weigh in at 200 lbs. each. But their 200 lbs. on the scale can represent a lot of muscle, or a lot of fat. BIG difference!

The key to an intelligent ad is good writing, logical presentation of facts, and credibility.
Ask: "What will people need to know in order to be moved to take the next step in the buying process?" then provide that, with intelligently written copy, an organized layout, and enough facts to build credibility. And don't forget the call to action!

2010-06-28T09:55:00.002-04:00

"You certainly have a lot to say!" J.B. Fletcher

The Case of too Much Info

Take a look at this flyer. It came stuffed inside a local newspaper. It is - most definitely - guilty of committing marketing murder. Can you see why?

Clue #1. Failure to identify its target market. Only because I'm aways on the lookout for marketing murders, I read through this flyer. It took some time to uncover the product. I found myself asking: "What are they selling? WHAT is it that's only $149?"

Your reader should not have to conduct an investigation to discover what you're selling. In fact, they won't! It's not until you read deeper, into the smaller font size, that you find out that they're selling sewing machines here. If I am in the market for a sewing machine, or even if I've only thought I might need one someday, a headline that includes the words "sewing machine" would get my attention.

A good headline identifies the target market, almost calling their name.

Don't hide what you're selling. Mystery is great fun - in a book, on TV, or in the movies - but in advertising, it will cost you sales.

Clue #2. Too much information. I don't think this advertiser could have crammed more text into this flyer. The three copy points about the sewing machine do a good job of describing what the machine does... "They even sew leather!" But with the over abundance of other text, these strong points may not even get read.

Clue #3. Important info is too small. This kind of ad needs evidence that builds credibility. Do you see the small box I whited out? The one to the right, just below center? That's the manufacturer's logo, which includes the fact that they've been in business since 1835. This manufacturer has a 175 year history! This is a fact that should not be relegated to a 9 point font! It should be featured, to add credibility to this amazing $149 deal.

Here are other facts that exist in this copy, but will probably be missed by most readers because of the crowded layout of this flyer:

There's a 25 year warranty on these machines
All machines are new and in factory-sealed cartons
Built for years of service

Clue #4. Some text is too large. As I hold this page in my hands, the "PUBLIC NOTICE" text across the top is too large. It's so large, in fact, that it feels like I'm being screamed at. It's not natural, or comfortable to read text set in 72 point font when it's right in front of you. Another point: the large font wastes valuable space that could have been used for other, more important sales points.

Unofficial Poll
The future of print media is being debated around the globe.

Do you read a newspaper? If so, why? If not, why not?

2010-06-16T08:32:00.001-04:00

"Hey! Look at me! I can save you money, time, etc.!"

Ever feel like screaming from the mountaintops?

After all, don’t we all just want to be heard?

Promoting your website, products and services can be fun, exciting, and rewarding – and sometimes frustrating! Do you ever feel like nobody can hear you? Like your message is getting lost in the clutter? You’re not alone. We’re all striving to be heard.

Those of us with true value to offer are fighting to break through the noise that includes lies, misconceptions, and trickery, with a message that resonates with our prospects while conveying our sincerity. A message that will be believed because – after all – it is believable. It is the truth. If only they’d hear you, you know you can help.

Whether it’s increased sales, reduced expenses, peace of mind, or increased productivity, you have something of value to offer. Why don't they hear you?!

Why is it so difficult, even for a sincere, honest business?

Simply put, we are all striving to be heard. When I created my first website in 1995, there were thousands of competing websites. Generating several hundred to a thousand visits per day was doable – without a large budget. It took some time (online networking, article writing and submission, e-zine publishing, working constantly on building a subscriber list), yet it was doable for me as a small business owner.

This is not 1995!

A business launching a website today has hundreds of millions of competing websites to contend with. The environment is different, to be sure. It is not as easy to build that kind of traffic. This is not 1995!

We are not just competing for the attention of our prospects, we are fighting! True, here in 2010 we have social media, PPC campaigns, blogs, and forums… all kinds of tools we didn’t have in 1995. Yet the competition for our prospects’ attention is fiercer than ever. The good news is, we do not need to gain the attention of everyone out there. We only need to be heard by our own niche; our relatively small target market.

Here’s the question: How are you managing your web presence?

How are you getting heard? What are you doing to get noticed by your target market on the web? If you are getting opportunities to be heard, what are you doing with them? Attempting to force your product or service down your prospects' throats will not work. You must give your prospects good reasons - backed by evidence - for doing business with you. What's in it for them? That must be your focus!

Relationships are not just for social media!

Your message must be clear and concise (not necessarily short). Compelling, yet not pushy. You can begin building relationships with your prospects immediately. In social media, relationships are key. Most of us know that. But did you know that relationships can be built through advertising, e-zines, publicity, philanthropic activities, articles and, of course, blogs?

Show your prospect, through all of the above, that you are a company with a personality, with integrity and heart, even a sense of humor (used appropriately)! This will go a long way toward getting heard through the noise.

More on getting heard... in my next post...

What frustrates you about online marketing, and what have been your successes?

Marketing Lesson from Mom: You’ll Catch More Flies With Honey

2010-06-11T15:23:00.000-04:00

You'll catch more flies with honey than with vinegar. More prospects too.

"You'll catch more flies with honey than with vinegar." This is one of my mother's favorite sayings. It's also something that she's very good at. My mother, now 88 years young, has always believed that when someone seems negative, even grumpy, they can often be turned around if you treat them positively. Compliment them, encourage them, yes, even love them. Do you want someone to help you out? Turn to your opinion? Support your cause? Mom says give them want they want. Attention, affirmation, encouragement, and love. I have seen my mother transform "Lions" into "Kitty Cats"... "Jaws" into "Nemo" through this. It works! And it creates win-win relationships.

This "honey" theory works in marketing, as in life.

If you want to add more subscribers, sell more product, or serve more clients, give people what they want. Give them positive reasons to take the action you'd like them to take. Be very careful with negative appeals. They can backfire on you. So, what do people want?

In general, people want:

To feel secure (especially in old age)
Better health
More money
Greater popularity
Improved appearance
Accolades

Use positive terms, for the most part, to convey how your product or service provides one or more of the things people want. Like this headline...

"How this new discovery changed a woman from plain, to stunning."

If you're a woman, you're going to read this ad! You're curious after reading the headline. "H-m-m-m... I wonder what the discovery was? I want to see that woman! I wonder if it would work for me?" This headline is effective because It uses curiosity to convey something that every woman wants: to be stunning.

You can trust my mother. Over 88 years of living have proved to her that you really will catch more flies with honey. And decades of testing and tracking by advertising and marketing pros have proven that it also works in marketing.

Think, ask, research, and test, until you find the best ways to give your prospects what they want. Research, write, design, test, and track until you find the most effective ways to get their attention and convince them that you and your products will deliver.

New product? Consider the education factor!

2010-06-10T10:49:00.001-04:00

So... you've got a new product idea. That's great!

But you may have to educate the marketplace.

Fifteen years ago a client came to me with a new product he wanted to take to market. The product was good! High quality materials, construction, and finishing made its appearance - and its life expectancy - exceptional.

So, what was the challenge?

The challenge I saw was that the product and its use were a new concept. That meant that we would have a double marketing goal.

1. The obvious need for product exposure and creation of purchasing action

2. The need to educate prospects on how the product is used and why they need it.

The need for both forms of marketing made the product intro much more expensive than if we were merely introducing a better mouse trap. In this case, we needed to teach our prospects WHAT a mouse trap was! There was an education factor.

Ad space and air time would have to be shared.

Every ad we ran would need to first explain the new product, to educate consumers. Then the ads would need to explain how great the product was and ask for the order, or at least an inquiry for information.

The education factor requires a bigger budget.

If you are planning to introduce a new product with a new purpose and use, include the education factor in your budgeting and planning. Do you remember The Club®? Introduced in 1986,The Club® was a new product with a use that was completely new.

New product + new use = need for promotion AND education.

With The Club® they did a fantastic job of both! First, they told the story of why The Club® was created...

"James E. Winner Jr. began marketing The Club® after his Cadillac was stolen, despite its factory-installed alarm. An Army veteran, he remembered his tour of duty in Korea and how he secured his vehicle’s steering wheel with a chain to prevent theft. The concept: If you can’t steer it, you can’t steal it.™"

Then, they told us why we should have The Club®. Listen to this appeal...

"Each of us has a need to feel safe and secure..." Other copy used includes testimonials, crime statistics, and endorsements from law enforcement officials.

Public relations and publicity may be your best ally.

Most often, a new product with a new use makes for great press release subject matter. So the public relations part of your marketing plan can be a bit easier and more effective. Take advantage of this!
Distribute your press release, maybe even a complete press kit, and follow up. Get interviews and news features by speaking with editors and publishers directly. Sell your product as interesting subject matter. Sell yourself as a good interview.

The Club® certainly gained its share of publicity...

In marketing The Club®, Winner International created a totally new class of automotive aftermarket security devices. The Club® is the original patented vehicle steering wheel lock! Recognized by Advertising Age as one of the hottest brands and receiving the American Marketing Association’s Best New Products Award, The Club® was featured by Consumer’s Digest as a “Best Buy” in automotive security products.

The Club® is one of the most successful new product launches of all time. It wasn't long before it enjoyed a 95 percent national brand awareness! A desirable goal for any advertiser.

Make no mistake, it took a very large ad budget and a smart public relations campaign to accomplish this great product launch.

My point here is this:

Go into the launch of a new product with your eyes wide open - and knowledge of how much educating you'll have to do in the marketplace.

Happy launching!

Marketing Murder Mysteries: Murder on the Run!

2010-06-07T10:06:00.001-04:00

"The murderer had us on the run - for awhile there!" ~J.B. Fletcher

This Print Ad Commits Murder... by Confusion

Take a look at this ad, run in a local newspaper by a store that sells running shoes, gear, and expert advice. Before we get into the study of this ad, I want to say that this athletic shoe store is excellent! I went there for my current pair of New Balance shoes. The pro looked at me, took some foot measurements, asked me some questions, then came back with the perfect shoes for me. And he explained WHY they were the shoes for me. They are - hands down - the most comfortable, supportive, injury-free pair of shoes I have ever owned!

I only wish they were better at expressing just how good they are! Now, on to our Mystery...

See if you can find the clues that indicate Marketing Murder has been committed!

Okay. Several clues should have popped out at you. Let's review them, one-by-one...

Clue #1. Two major graphic elements at the top. With the store's logo to the left, and the photo of legs to the right, the eye gets confused. It doesn't quite know where to land. Use one major, eye-catching photo or graphic element in your ads. And leave some white space, or "air" around it. Doing so draws attention to it. In this case, the store's logo could have been placed in a bottom corner of the ad. Or... the logo could have stayed, if they got rid of the photo. The photo, however is a good one. What runner, or athlete, wouldn't be drawn to a photo of all those athletic legs in motion? Even better would be picturing a happy, healthy person (face and all) enjoying their shoes!

Clue #2. A headline that doesn't offer a benefit to the reader. "Your running leaders..." is telling us how smart they are, instead of saying something smart. It sounds like bragging. It isn't factual, doesn't offer evidence, and doesn't state a benefit.Why not get a testimonial from a happy customer like me and turn that into a powerful headline? Here's an idea:

"These are - hands down - the most comfortable, supportive, injury-free pair of shoes I have ever owned!" ~Mary Sweeny, Customer

Now that's a headline! A CUSTOMER is saying this. Now what if the body copy let me expand on that?

Clue #3. No body copy. Why not use some of the space to make the case for going to XYZ Performance Foot Gear for your shoes - instead of shopping on your own? Imagine me, as a customer, telling my story...

"The staff at XYZ Performance Foot Gear is excellent! I went there for my current pair of New Balance shoes. The pro looked at me, took some foot measurements, asked me some questions, then came back with the perfect shoes for me. And he explained WHY they were the shoes for me. They are - hands down - the most comfortable, supportive, injury-free pair of shoes I have ever owned! I tell everyone I know to go to XYZ. They're awesome!"

As a reader of this ad, doesn't this statement from a customer mean more to you than the headline that begins with: "Your running leaders..."? Isn't it more believable? Provide evidence for your claims - don't just make claims.

My compliments! (Good qualities in this ad.)

The advertiser very wisely lists all locations, with phone numbers and business hours.
The line toward the end is good. "Personal service to fit you right." In fact, it would make a good tagline.
COUPON use is very wise! Using coupons can inspire action fro the reader, and can help track the effectiveness of the ad. This one could have included a small code number for tracking purposes. Aside from that, offering real dollars-off ($10.00 OFF) is better than stating percentage-off.
Listing the running events they sponsor is good, but confuses things a bit. (Too much in one ad.) Just referencing the website which lists the events would have sufficed.
Two websites are referenced. The retail site, and one that details sponsored running events.

Sometimes good companies do bad marketing. This is such a case. And when you know, as I do, just how great an advertiser like this is, it's painful to see.

Send me your Marketing Murder Mystery finds! I'll critique them here and give you the credit! mary@MarySweeny.com

Marketing Murder Mysteries: Murder on a Blog

2010-05-20T11:23:00.008-04:00

"I just can't sit still for that!" J.B. Fletcher

This Blog Reads More Like a Sales Letter. Ouch!

This blog, posted by some very competent professionals who happen to be very nice people, commits Marketing Murder BIG-time!

Have a look....

I know... you can't read the text. Once again, in order to hide the identity of the perpetrator, I've had to blur the exhibit.

You can probably make out the headline of this particular blog post:

"What Makes XYZ Company Different?"

The first line goes on to say: "We give our customers the right solution..."

See any clues yet? I hope so!

Clue #1. Selling in a blog post. This is a major offense! First, let's pause to define "blog". According to Wikepedia: "A blog (a contraction of the term "web log") is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video... Many blogs provide commentary or news on a particular subject.

The key is, a blog must GIVE. Information. Advice. Insight. Laughter, and shared experiences. Give something your readers will enjoy and/or can use in their life or business. The quickest way to turn people off to your blog is to come out of the gate selling. The people or person writing the blog we're looking at today know their industry. They are experts in their field. Their blog should be written to illustrate that fact. Here's good advice to keep in mind when blogging:

"Don't tell me how smart you are. Say something smart!"

That's it. Do this and, in time, your readers will turn to you for advice, and if you're responsive, some of them will become paying customers.

Clue #2. Infrequent, irregular posts. The post in question has, in the past 8 months, the following activity: Two in September, two in October, two in November, one in December, then no other posts until March. And since March, there have been only two posts. Consistency is vital in blogging. Commit to a schedule (weekly, bit-weekly, daily) and stick with it. This goes to support your credibility, and to build momentum. And in blogging, as in social media, momentum is crucial!

It takes patience and discipline to maintain a true information-based blog on a consistent schedule. But if you'll hang tough, the payoff will come.

Here's a great blog for additional reading: The 7 Deadly Sins of Blogging

Have you been blogging for 6 months or more? Tell us what's working for you!

Marketing Murder Mysteries: Murder via Social Media

2010-05-17T12:32:00.006-04:00

"He may have suffered a fatal reaction."

~J.B. Fletcher

Social Media has Become

an Amazing Marketing Tool

And, so it seems, an effective marketing murder weapon.

If you have Twitter, Facebook, LinkedIn, YouTube or other social media accounts, you have most likely had some positive experiences with social media.

I love social media! I appreciate the way this medium levels the playing field for small business. No matter what size your sales volume, marketing budget, staff or other resources, you can successfully utilize social media to build relationships and market your business.

Just make sure you don't commit Social Media Marketing Murder!

What? Marketing murder via social media? It happens every day. Here are some posts from Twitter. Examine them and look for the clues. See if you can find enough evidence here to prove social media marketing murder...

First Topic: Automated Direct Messages
8:09pm, May 14

Hey ! Thanks for following! To follow me online, go to http://tin

7:27pm, May 11

Thank you for following me. Check out our latest video: http://bi

6:38pm, May 11

As you are following, you must be interested in dnce - http://

Clue #1. Automated Direct Messages. These usually come after you've opted to follow someone. In general, they have not proven to be effective - and there is risk involved. If you choose to set up DMs for new followers, you may receive a message (Or worse, a public blast!) like this one:

It is my opinion that the time has PASSED for automatic DMs reading "thanks for the follow ! blahby blah blah." Please ease up on this.

or...

Automatic follow DMs are the worst, and deserve an /unfollow

I have seen public blasts much worse than these! If you can't prove the effectiveness of a technique that risks offending people - and even winning you an "unfollow" - why do it? That's my take on automated DMs.

Second Topic: Tweets and Posts

Exhibit A

Wonders if she should feel quite so invisible every time someone rearranges her name to suit their sense of the possible. .sigh. 10:32 AM May 14h

Exhibit B

Spend Sweetest day with ____________________. Call 000-000-0000 for room rates or visit www..com 2:42 PM Oct 16th, 2009

Exhibit C

If you do have any pictures or stories you want to share about _______, please post to FB fanpage. http://bit.ly/2f1dAO 4:13 PM Aug 28th, 2009

Exhibit D

Sunny Day ...Help us get to 500 fans (we're almost halfway there!) and you could be the. 11:17 AM May 15th

Exhibit E

this tweet is to let you know I'm still here. #BeenQuiet 5:01 PM May 11th

Clue #2. Uninteresting, meaningless, or confusing posts. Exhibit A and Exhibit E are examples of such posts. I first read A and thought: "What did she say?" My second thought: "Why did she Tweet that?". Frankly, it's a bit weird and I don't believe it affects her online image in a positive way. And Exhibit E... Why bother? Keep your posts clear and meaningful.

Clue #3. Old posts / Infrequent posts. Why would I follow you if the last time you posted something was 9 months ago? Exhibits B and C are posts from businesses that market to consumers. One is 7 months old, the other was posted 9 months ago. These marketers are missing the social media boat! One of SM's features is that it is alive, growing, moving, breathing. Here you have the opportunity -the expectation - to communicate consistently. And to do so at low or no cost. Why wouldn't you? TIP: Make social media marketing a priority. When you do it well, it works!

Clue #4. Self-serving posts. Exhibit D shows us what not to do to build your following. If you have a goal of 500 fans, put enough posts out there - of interest and value to people - to BUILD your fan base! Glad you have a goal. But begging is not the answer!

Third Topic: Replies to Tweets and Posts

Exhibit F

@MarySweeny ___________________ We want to quote your project! about 19 hours ago

Exhibit G

@MarySweeny Thanks Mary! It was great to meet you as well. Working on _____ now. Check us out!

Exhibit H

@MarySweeny If you love _______ join thousands who love __________'s http://www.oooooooooooo.com

Clue #5. Forcing the relationship. Building relationships takes time. If I just met you, it may be too soon for you to ask me to "check you out" (Exhibit G). If I posted that I'm working on a certain project, that should not be taken as an invitation for you to push your products or services at me (Exhibit F). And please, please, please, please don't reply to one of my Tweets with a blatant ad for your product! These are not proper replies to a Tweet, or comments on a FB status.

It's easy to rush relationships (even abuse them) in social media settings. But if you resist the temptation, you will be rewarded with trust, solid relationships that become reciprocal - over time, and eventually, you'll gain new business from it.

Crime solved. Social media communities are no different than face-to-face, real-world communities. In order to succeed, you must strive to be a contributing member. One who provides value, respects boundaries, and interacts with manners and respect. If you do SM right, it will pay. Don't believe me? Watch this video on Social Media ROI - it's fantastic!

Closing arguments:

Direct message on a personal level. Avoid automated DMs.
Keep in touch with the community. Don't go away for months-on-end only to return expecting the red carpet treatment.
Keep your posts relevant and meaningful. Stay away from confusing, self-serving posts.
Be patient. Relationships take time. Building trust is a process. Don't force the relationship.

Why do it? Is there a good marketing reason?

2010-05-10T11:57:00.002-04:00

Baked ham.
A pan.

And a family tradition.

There's a marketing lesson here!

My mother was a wonderful cook. She didn't necessarily love to cook but she consistently prepared tastey meals for my dad, my 8 siblings, and me. Eleven people to feed everyday, and my mother did it on a shoestring!

When my mom cooked, she moved fast and sure. I loved to watch her. And I loved to help - even in little ways. One day, Mom was preparing to bake a ham. Just before she put it in the pan, she cut the end off. I asked why she did that. Her response?

"My mother always cut the end off the ham. I... don't... really... know why!"

Not being one to let it go at that, I suggested we call her sisters and ask if they knew. You'll never guess what we discovered. My grandmother always cut the end off the ham because she didn't have a pan that was quite big enough to fit a whole ham!

Imagine my mother's surprise! She was repeating an activity that she thought had a purpose that applied to her - but it didn't! She did not need to cut the end off her hams. She had a big enough pan! We have had several good laughs over this story through the years.

It recently occurred to me that there's a marketing lesson in it.

Are you doing what your competitors are doing? Do you know why?

I have had more than one client make statements similar to this one: "We have to be in that paper - our competitors are there!" To which I reply with a couple of questions: "Why do they do that?' and "How's that working for them?" My client rarely knows the answers.

Allow me to point out two good reasons not to "go with the flow" in your marketing.

1. You are NOT your competitors. One client had been spending $15,000 annually on an industrial online search engine. "My competition is there. I figured they must be there for a reason!" The only problem with that way of thinking is that you aren't operating under the same conditions as your competitors. In this case, my client's competition was a global giant with annual sales in the hundreds of millions of dollars.

Their marketing budget was in the neighborhood of $4 million. So the search engine expenditure of $15,000 was a mere .00375 % of their total budget. My client's marketing budget was around $80,000. For my client, the $15,000 represented a whopping 19% of their budgeted marketing funds!

Other differentiating factors include: your production and inventory methods, how you go to market, your capacity, and your current cash flow situation.

2. You don't really know how effective their methods are.Your competition may be formidable in the area of products. But are they expert marketers? They could be wasting a lot of money on marketing methods that don't work. You don't know. And it's not wise to gamble your success on being a copy cat marketer. Can you afford to?

You'd be surprised how few businesses know what kind of ROI they are gaining (or not) from their marketing. Most don't set up tracking devices in their marketing. Most don't know which ads are paying off - and which ones are a waste. Most businesses don't have a clue which referring websites are generating real leads, and which ones are wasting their time and money.

Many business owners and managers make marketing decisions based on their gut. They "think this magazine is good to be in" but when it comes down to brass tacks, they cannot make decisions with confidence, because they don't have the information they need in order to do so.

You can know what to do - and why.

Marketing is not a science, but it can be treated scientifically. Click Here for a FREE downloadable book - it's a classic by Claude Hopkins called Scientific Advertising. Every person involved in making marketing decisions should study this book!

As you make marketing decisions, make them based on YOUR situation - your budget, products, people, capacity, and cash flow - not based on what your competition is doing. And set yourself up to make informed decisions - not gut reactions.

Marketing Mysteries: A Tangled Web

2010-04-28T13:45:00.007-04:00

Somebody's going to an awful lot of trouble to send us a message. The wrong message!" ~J.B. Fletcher

This website needs some attention. Because I've gone to great effort not to reveal the organization that owns this site, you won't be able to read it well enough to uncover the clues. So, once again, I'll solve this mystery for you.

DISCLAIMER: As a Marketing Mystery Sleuth I walk a fine line between offering sound advice through the use of real-world examples, and offending those organizations whose work I am sleuthing. It is my sincere hope that if the perpetrators of these Marketing Murders stumble upon this blog, they will be able to use the clues I provide to improve their future marketing efforts.

Back to our mystery...

Clue #1. Outdated photo. Look at the main photo on this homepage. It pictures three women in business attire. The problem? The photo appears to be at least 15 years old! Yikes! As a business woman in 2010 will I be encouraged to join a professional organization that features a photo like this on their website? Or...

Will I - if only subconsciously - determine that this organization is not hip, not up on the latest trends, technology, and training? It's a dangerous gamble - and a simple fix. Make sure your graphics are sending the right message to your prospects!

Clue #2. Outdated information mixed with current info. My mother used to say: "One bad apple doesn't spoil the whole barrel!" (I think The Jackson Five said something similar!) ;) My apologies to Mom, but in marketing that's not necessarily true. Yes, it's good that they have information about a coming trade show and a May workshop. But below that is a statement that's obviously been there awhile: "Winter is coming... ". Hello! It's April!

Please don't ruin good, current content by leaving outdated, untimely content on your website. It doesn't say that you care, you pay attention to detail, you're a vibrant, growing organization. You may very well BE these things, but you're not conveying that you are - if you let your site grow stale.

Clue #3. Dated navigation menu. Jump into the new millennium - it's ten years old! 'Nough said.

Clue #4. Search Engine Repellent. This site is not only lacking in good Search Engine Optimization (SEO) techniques, it flat-out repels organic search engine algorithms! Background HTML coding allows for Meta key words, title, description, and tags. These are not being utilized - another easy fix! Fortunately, this site has a long enough history, and features key word rich text, that it performs decently when a detailed-enough search is conducted. But it could be performing so much better!

Crime solved. I understand that not-for-profit organizations operate under tight budgets. But a good, solid website that motivates membership growth (new members) and development (maintaining existing members), not to mention sponsorships, is vital. All businesses and organizations must take their web presence seriously! We're not far from the day when most of the business we conduct will happen online and nowhere else.

Next Post: Marketing Murder on the social media sites!

Marketing Murder Mysteries: A murderer writes a letter!

2010-04-20T10:13:00.006-04:00

"This is murder... murder most foul!" ~J.B. Fletcher

Marketing Murder... In a Letter!

Today's case is a bit muddled. Yes, the clues are there, but we have to look through some pretty convincing decoy evidence to see them. The deadly blows were delivered through the U.S. Mail. Camouflaged in a bright blue envelope, I couldn't wait to uncover the not-so-innocent contents.

Take a look at this:

It's difficult for you to read here, but let me fill you in. There's a lot going on in this one-page letter. Some of it good, most of it bad. And that spells murder. Marketing murder!

Clue #1. Hokey premise. The entire premise of this direct mail letter is: "Preferred Customer Savings Event". I have a problem with that.

This company is selling replacement windows. I've never heard of them. How could I be one of their "Preferred Customers"? This sounds hokey, and it hurts their credibility. Be authentic. Instead of trying cute phrases and contrived premises, tell your reader the strongest benefit you have to offer them. Make it clear, honest, and compelling.

Clue #2. No headline. The letter starts with no headline. Instead, the first paragraph begins: "Good news for those of you who still need to replace your windows..." Poor choice. This is not a strong opening. A well-written headline would have invited me in to read the rest of the letter. A strong headline with a compelling benefit statement is always the best way to start a letter.

Clue #3. Best benefit comes too late. Do you see the big blue rectangle toward the bottom? It says: "Save $200 off every unit + $1,500 tax credit Final Year! Easy financing available." This murderous writer has put the 3 most compelling statements in this box near the END of the letter!

True, it's good that these are in a colored box that stands out. But it should have been put at top right, where the blue oval is. The blue oval that states the hokey premise that I'm a "Preferred Customer" (a waste of space). Replace it with real benefits!

Clue #4. Stating facts instead of benefits. Some of the bulleted sentences begin with bolded text that is factual, but not compelling. Here's an example:

"Patented _____ Material"... then the copy gives some detail. The lead should have been something like this: "No more seal failure means greater efficiency." then it could explain the "patented material" and why it works.

The letter closes well, as it does ask for action from the reader. "Click Here"... go to our website... "Register online to win $10,000!" ... "Call today! Offer ends April 30!"...

Crime solved. Here's a simple formula used by professional copywriters. If you follow it, you'll write better letters, ads, web pages, and e-mail messages.

The AIDA Formula

Attention: First you get the prospect's attention

Interest: Generate interest in the product

Desire: Create a desire to own the product

Action: Then ask for action. This could be an order, request for quote, visit to a website, or make a donation. Whatever you want your prospect to do, clearly ask them to do it.

It pains me to see business owners wasting their hard-earned money on marketing expenditures that have no hope of returning the investment. Marketing is serious business. It can make - or break - a small business over time. That's why I think it's a crime when so-called experts give bad advice, or business owners fail to get objective input before spending on marketing. That's why I call it Marketing Murder!

Marketing Murder Mysteries: Murder on the Highway

2010-04-16T08:27:00.005-04:00

Marketing Murder on the Highway...

A wasted billboard.

Wow! Imagine zipping down the highway at 60 or 70 mph when it happens. You're accosted by a babbling billboard. Check this out and see what you think. Take note of the clues that reveal the marketing murder in progress...

Well? What do you think? Is this an effective billboard, or has Marketing Murder been committed?

This billboard is guilty of Murder by overwhelm. I mean, how could you possibly read all that information while traveling down the road at 60 mph?!

Can you really grasp anything on this billboard?

Let's take a look at the clues...

Clue #1. Huge image of a band that we may or may not know. A lot of space is wasted on the photo. Which, if it's a popular local or regional band, that would be okay - but then the text should have been kept to a minimum. Just the pic and the web address, maybe...

Clue #2. Colors that don't make it easy to read. The deep red text on the black background simply cannot be read while traveling in a car. Enough said.

Clue #3. Too much! There's information about a foundation along the top. Three lines about the music style at the right. A web address (below the pic, font is too small). Date, time, address to the left. (Date is fine on a billboard, but I can get the time and address from your website, thank you.) Just for good measure, they throw two sponsor logos in the bottom corners. Yikes! Even while sitting at my laptop I don't want to try to take it all in!

Clue #4. No headline. The name of the band is probably not compelling enough to use as the headline. Tell me what I'll experience, instead. One line with inspiration. Billboards should not contain more than 9 words, as a rule. We simply cannot read more than that while riding in a moving vehicle.

Crime solved: Keep billboards simple. You will NOT get more bang for your buck by packing details into your billboard. A billboard must be designed to send the reader to the next step to get more info. So... make the web address prominent. If you have an easy-to-remember phone number, you may want to include that too. Here's the formula...

Powerful, clear image + well-written 7-9 word headline + website/phone = Effective Billboard

Of course, location is a factor, as well. Pay attention to creating a good, clear billboard, then place it where the right people will see it. Then, you may see results. Billboards can be tough to track. If you can set up a distinct phone number and web landing page, tracking can happen. And tracking your marketing efforts is always worth the setup time!

Why not post a pic of your favorite Billboard Murder?

The Activation Hook & How to Use It

2010-04-14T10:00:00.003-04:00

Impression Value? Bunk!

Ads that bank on "impression value" are missing it. This tactic may work - if you have a lot of time and money to invest. But if you need your advertising to bring results fast, you'll want to learn about, and employ, the activation hook.

The Activation Hook

Every marketing and advertising piece should be developed with the goal to drive an action, a behavior, some form of engagement beyond the misleading "impression value". An activation hook is the element of the ad, e-mail, sales letter, or web copy that asks for action. In fact, a good hook goes a bit further… it inspires action!

Examples of Activation Hooks

1. The coupon. Research shows that adding a dotted line coupon to the corner of a print ad drove recall by 32%! There are creative directors who shun the use of coupons in print ads. But – if you are in the business of moving product, nothing works better.

2. Electronic interaction. With108 million Americans projected to have Smartphones and 40% of

U.S.

citizens using laptops while watching TV, we have a golden opportunity to include an activation hook in broadcast (television and radio) ads. What type of activation hook can be used? Tell the listener to Google the product, buy it on Amazon, download or open a Smartphone app to learn more, text or tweet a friend, or demo it on your phone or laptop screen. The possibilities are exciting!

3. E-mail marketing. With links to interactive websites, product demos, credible sources that endorse your product, etc. e-mail is still a major player. At such low cost, combined with detailed trackability, it should be a part of every marketing plan. E-mail blasts that look like a print ad, in my opinion, are missing the point. Make your e-mails informational, and as interactive as possible. And of course, include that all-powerful activation hook!

The difference an activation hook can make in a broadcast ad...

Two automotive TV ads ran during the 2009 American Idol season. The ads were produced at huge cost. One was a Big 3 manufacturer, the other was an import. Both delivered 40 million+ viewers. Both ads were done well, with compelling copy and visuals. But there was one very big difference.

- One had the obligatory tag line and faint URL
- The other had a brilliant activation hook: "Go to Kelly Blue Book.com. KBB.com to check the resale value, then come do a test drive at our website"

Here’s what happened: 250,000 people went to the websites or Googled the product!

What happened with the first ad? Who really knows? It wasn’t easy to tell, but there was no significant jump in traffic at the manufacturers’ URL.

Why does this work so well?
1. The number one driver of purchase action (from BIGResearch and other studies) is live brand experience--which can start with strong activation hooks
2. Technology enables the consumer to engage (And it will only increase!)
3. The number two driver is word-of-mouth (Made exponential by new technologies.)
4. The third and fourth drivers are 3rd party endorsement and personal search on the internet (Possible from just about anywhere, thanks to laptops and Smartphones.)

For those who want to drive brand performance – right now – the activation hook should definitely be given serious consideration, and a place in everything you do in your marketing efforts.

Whether running print ads, broadcast advertisement, e-mail campaigns, even social media, remember to ask for action – you’ll be surprised how often you get it!

What activation hooks are working for you?

FREE Ad Copy Analysis

2010-04-13T09:01:00.002-04:00

All Day Tuesday Event! Free ad copy analysis!

TODAY ONLY!

Just post your one-page sales letter, web copy, e-mail blast, or ad as a comment - or email it to me at msweeny@wwdb.org and I'll respond with my comments on how you can make it a better, more powerful selling tool!

Alternative headline ideas
Suggestions for getting and keeping your readers' attention
Suggestions for improving your layout for increased readability
Comments on graphic elements

$100 value - FREE
I usually charge $100 for a one-page critique! TODAY this service is absolutely FREE!
I have benefited greatly from my online friends. I am devoting today to giving back. Take me up on this offer. I truly want to help improve the results of your marketing. No strings. No obligation. No cost. And it would make absolutely no sense not to get a professional's input!

What're you waiting for?

First come, first served, so hurry!

Marketing Murder Mysteries: Murder in Print!

2010-04-07T12:13:00.007-04:00

The Case of Murder in Print

"I know who the murderer is... I'm just not sure I can prove it!" ~J.B. Fletcher

The weapon of choice in this case of "Murder in Print" is a highly targeted monthly publication for the 50-plus consumer. The half-page ad was invested in by a public library system. The mission? To promote the library's new website and motivate readers to go there.

This fairly expensive print ad falls short of its mission. Study the ad. Look for clues to build a case for Marketing Murder. They're there! And if you've been reading this blog for any length of time, I'm betting you've got what it takes to build your case. Here's the evidence...

What did you find? List your clues now. Marketing Murder was definitely committed. Now let's prove it and use the clues to show how it was done...

Look again... the clues are right under your nose...

Clue #1. Not a good use of a large space. This advertiser purchased a half-page ad in a publication targeting seniors. They didn't say much to their target audience to motivate them to visit their new site. And they wasted a large portion of the space on an ineffective graphic. A waste of space.

Clue #2. Poor choice of graphic. The welcome mat with a mouse on it is clever, but what does it have to do with the library? This graphic, combined with the headline (We'll talk about that next!) give me the impression that this ad has to do with real estate, home buying or selling, etc. Where are the books? If you love the library, you love books. And if you see books in an ad, it will get your attention.

Clue #3. Poor and misleading headline. What does "A place to call home" have to do with the library? (I get the "home" page connection, but it's powerless.) Here's a question: If they are so proud of their new site, why don't they tell us something about it? Why no screen shot from the new site? Something about the website other than "It's here!" would be more likely to motivate the reader to go visit it. Did you come up with possible headlines? Here's one:

"It just got easier to find and reserve the book you want."

Now there's a reason for the right people to read the ad!

Clue #4. No body copy. I happen to know how great this library system is. And their new website functions very well! But, sadly, you wouldn't know it from this ad. Rather than give 60% of the ad space to a misleading graphic, tell us something about the new site! Here are some bullet points that are meaningful to people who can benefit from the library and its new website:

Access Historic Photos
Find Top Books and Movies
Locate Video Clips (Some down-loadable!)
Find Classes & Events
Manage Your Account

You get the picture. There may be readers of this publication that don't know you can find video clips and historic photos on the website. There may be others who don't know you can check for (and borrow for free) top books and movies. It would be wise to use this half-page ad to inform readers of the many benefits of the library system and its new website.

Clue #5. No phone number or email address. I know, I know. This ad is about the WEBSITE. But what if the site doesn't load for somebody? What if they're not at their computer and they have a question? Giving readers multiple ways to get in touch is just good marketing.

How'd you do? Did you find these five clues? Did you find more? Were you able to build a case that proves Marketing Murder in print? Interesting... isn't it?

Share your thoughts by commenting here. In the meantime, we'll keep solving Marketing Murder Mysteries - for the benefit of all mankind!

Marketing Murder Mysteries: Murder via the Postal Service

2010-04-03T13:57:00.005-04:00

"One of the first things you learn as a writer is, don't over-complicate the plot." ~J.B. Fletcher

It was a sunny spring day in Northwest Ohio. The perpetrator arrived unexpectedly, amongst a flurry of other printed material. Not expecting to be accosted by this particular marketing weapon, I was caught completely off guard.

Murder had been committed. And the crime involved multiple facets of unfortunate marketing mayhem.

Mission? Impossible!

The over-sized postcard obviously had a mission. What was it? To convince us to call this swimming pool company to service our pool this year. Why else would this probably fine company spend hundreds - if not thousands - of dollars to print in full color, then buy a mailing list and pay postage to land this printed matter in our mail box on a Thursday afternoon?

The weapon of choice was a post card send via direct mail. No problem with that - except that it can be expensive. Despite the high cost of direct mail though, done well, it can be profitable.

Clue #1: The headline. The company name: _________ Pool Services is not an effective headline. Always, always, always write a headline that includes your strongest benefit! I haven't researched how people buy swimming pool service, but I quickly came up with this one as a possibility: "Have Your Pool Ready for Fun by Memorial Day - AND Save up to 35%" At least this headline offers two benefits: you can be having fun in your pool before Memorial Day and you can save money.

Clue #2: The graphic/photo. This appears to be a close-up of a swimming pool's edge, but it's hard to tell. Why does it appear brown? Why isn't the water blue? Why aren't there people enjoying the pool? Whenever possible it is ALWAYS better to show your product being used and enjoyed. If this postcard would have shown a family, with kids splashing in the crisp, clean water, mom relaxing at the side of the pool, and dad happily grilling, I would have begun imagining MY family out by the pool, making memories. And this visual would have made me more anxious to call for pool service.

Clue #3: Lack of evidence. With more pool servicing companies in our area than you could shake a float ring at, I need to know why I should call __________ Pool Services. Why them, instead of XYZ Company? How long have they been in business? (Or if the company is new, how many years' combined experience does their team have?) TESTIMONIALS always add power to any claims made. 2-3 brief testimonials, complete with the customers' names and cities, would have been much more valuable than the companies' claims of "Honesty/Integrity/Experience."

So, you're... "The area's leading experts in swimming pool renovation and repair." Who says so? You saying it is nothing more than self-endorsement. There's no power in it. If you quoted customers saying these things about you, I'd be more apt to believe it. No offense, it's just human nature.

Clue #4: No web address. If this company doesn't have a website, they need one. If they do, it certainly should have been referenced on the card. Once I got to their website, I would hope to find photos of their work, more testimonials from satisfied customers, and credentials of the service team and owners.

Clue #5: Shouting more self-endorsements on the flip-side. Turn the card over, and you can see that this company did something right. They made use of the space to the left of the address. However, they committed a major crime by setting the text in ALL CAPS. THIS FEELS LIKE YELLING AND SHOULD NEVER BE DONE FOR AN ENTIRE SENTENCE, OR TWO, OR THREE. The text includes: ... "committed to offering a higher standard of service... we provide quality of service that you deserve..." You get the picture. These are overused phrases that have come to mean nothing to us, as consumers. How about, instead, a short story about why the owners started the company and what they've found their customers appreciate about them?

Clue #6: Over-complicated plot. This postcard is packed with large type, cliche phrases and a hard-to-grasp photo. It's difficult to read the text over the photo. It looks confusing and unappealing. Frankly, if I weren't on the lookout for Marketing Murders, I don't think I would have had the desire to "dive in" to read the entire postcard.

Sadly, many business owners commit Marketing Murder, simply for a lack of knowledge. If you follow this blog series, I believe you'll be able to avert this crime and stay relatively innocent (and profitable in your marketing)!

Let me know what you think of this crime assessment, and if you've found evidence that I missed! Post your comment below.

Next posting: Can YOU spot the clues?

Marketing Mysteries: Solved. Case-by-Case

2010-03-30T12:01:00.001-04:00

J.B. Fletcher: "Put yourself into the mind of a murderer."

I am a huge fan of the 1980s television series, Murder She Wrote, starring Angela Lansbury as J.B. (Jessica) Fletcher, mystery novelist and amateur (yet masterful) crime-solver.Great show! It has it all... relationships, emotion, drama, intrigue, great characters, mystery, and - of course - resolution.

Marketing. The timeless mystery of the world.

As I was watching another great episode of Murder She Wrote recently, it occurred to me, "Marketing is a mystery!" Well, it is to most business owners, anyway. Just like any mystery, the Marketing Mystery involves many questions...

"Where do I spend my marketing money?"

"How much money should we be spending?"

"Why didn't that e-mail blast bring more response?"

"What's it going to take to get people to notice us?"

"Who can we get to help us?"

"Who can we trust with our marketing dollars?"

"Is that industry search engine site really worth the money?"

And the questions go on.... it's a mystery, isn't it? It's a mystery that needs solving. And I'm just the Sleuth to do it!

INTRODUCING... "Marketing Mysteries: Solved. Case-by-Case"

a new blog series by Mary Sweeny, Marketing Mystery Sleuth

Beginning April 1st - No Foolin'!

7 Ways to Hold Your Prospect's Interest

2010-03-29T12:42:00.000-04:00

Hold the Reader's Interest Through to the End of Your Copy

Assuming you've written an attention-grabbing headline that drew your warmest prospect in, your body copy must work at keeping them with you. Use these 7 tips to improve your chances of holding your prospects' interest right through to the point of action.

1. Give your copy news value. Put your most newsworthy item up front, in the headline of an ad, first paragraph of a letter, first line of a radio spot, or subject line of an e-mail. Remember - news that is old to you may be new to your prospect.

2. Be specific. Generalities are not nearly as believable as specific details. "Hundreds of technicians give their approval" does not carry the weight of "567 certified technicians give their approval". Avoid general statements and whenever possible, back up your claims with specific numbers.

3. Sell benefits and results, not things. IBM used to state: "We don't sell computers, we sell solutions." And they are right on the money! People buy results. Stating product features is on acceptable if you tie them to benefits - "revolutionary new rubber" does nothing for tire buyers, but "revolutionary new rubber guarantees no more flat tires" carries infinitely more meaning.

4. Use emotional appeal. But you must keep it natural. Prospects can spot overacting phonies in an instant. An example of emotional appeal is Michelin tires. Picturing their product with adorable babies playing inside them is intended to conjure up emotion. Frankly, there is no motion without E-motion!

5. Use present tense, singular perspective. You want your reader to see and feel himself using your product. Write your copy as if they already are.

6. Avoid the overuse of adjectives, adverbs and pronouns. These tend to make copy sound "salesy" and unbelievable. Rule: When in doubt, leave it out.

7. Keep copy compact and moving. This doesn't necessarily mean short. Yes, long copy, if it flows easily, can seem short and effortless, even enjoyable to read. Be sure to move logically from one point to another, leading your prospect to take the desired action.

If you keep these 7 tips in mind, your copy will work for you to generate response, build your readership, and sell more product.

What are your favorites ads, websites, etc. that utilize these tips? Share them with us here!

Tell Me Quick & Tell Me True, or Else...

2010-03-26T10:37:00.001-04:00

Tell Me Quick and Tell Me True, or Else, My Love, the Heck with You!

I see that you've spent quite a big wad of dough

To tell me the things you think I should know.

How your plant is so big, so fine, and so strong,

And your founder had whiskers so handsomely long.

So he started the business in old '92!

How tremendously int'resting that is... to you.

He built up the thing with the blood of his life?

(I'll run like mad, tell that to my wife!)

Your machinery's modern and oh so complete.

Your "rep" is so flawless, your workers so neat.

Your motto is "Qualty"... capital "Q".

No wonder I'm tired of "Your" and of "You"!

So tell me quick and tell me true

(Or else, my love, the heck with you!)

Less - "how this product came to be"

More - what the darn thing does for me!

Will it save me money, or time, or work?

Or hike up my pay with a welcome jerk?

What drudgery, worry, or loss will it cut?

Can it yank me out of a personal rut?

Perhaps it can make my appearance so swell

That my telephone calls will wear out the bell.

And it might win me a lot of fine friends -

(One never knows where such a thing ends!)

I wonder how much it could do for my health?

Could it show me a way to acquire some wealth?

Better things for myself, for the kids and the wife,

Or how to quit work somewhat early in life?

So tell me quick and tell me true

(Or else, my love, the heck with you!)

Less - "how this product came to be"

More - what the darn thing does for me!

Note: By using the word "quick" the author does not mean that the copy has to be short. He simply means that its principal appeals should be presented quickly (early on) in the headline and body copy.

Source: How to Write a Good Advertisement, Victor O. Schwab, Harper & Row, 1962

Make Captions Work for You - Here's How

2010-03-22T10:44:00.000-04:00

How to write better captions.

First point. Whether on a website, in an e-mail, letter, brochure, or ad, every photo and illustration should have a caption, or "cut line". More people read the captions under photos and illustrations than read the body copy of an ad, website, or e-mail. Make sure you include a caption!

Make every caption work for you.

Now that you know that it's beneficial to include a caption under every photo and illustration, let's talk about how to make every caption work for you.

Don't just describe, sell.

Here's an example:

Beautiful photo of a sunset in Hawaii. Two possible captions:

1. Sunset in Maui

2. Imagine having an ocean-side seat for this amazing view. See the sunset and feel the ocean breeze.

If you were promoting a Hawaiian resort, which caption do you think would be more effective at gaining reservations? I don't know about you, but caption number 2. begins to create vision for me. A feeling even. Caption number 1. doesn't do that. Do you see the difference?

Here's another example:

Here's a photo of a beautiful bouquet of roses. And two possible captions:

1. Array of Roses Bouquet: $59.95

2. You'll be her hero when she unwraps the Array of Roses Bouquet. only $59.95

Which of these captions would be more likely to sell the roses? Caption number 1. merely gives the name of the bouquet and the price. It is purely descriptive. Caption number 2. will remind the prospect of a key benefit of sending those beautiful roses. Big difference, eh?

So if you're featuring a photo or illustration in one of your marketing pieces, include a caption, yes. And make sure the caption isn't just descriptive. Make sure it sells.

The Best Marketing Happens from the Inside-Out - Part 2

2010-03-15T13:31:00.003-04:00

Read Part 1

Is YOUR marketing happening from the inside-out?

Part 2 of 2

Once you draw them in, you must "wow" them.

Let's say you've done a great job with your advertising and marketing. People are coming to your website, or to your physical business location. It is vital to know - not guess - what is happening when they get there.

Focus on core customers.

Hopefully, you've been building databases of customers and prospects that have come in through various lead-generating activities. If so, you know who your customers are and how much they spend with you. If your database is really strong, you know a lot more about your customers than that. Hopefully, you know their ages, occupations, income levels, zip codes, and more.

If you know who your best customers are, you know who should be receiving the bulk of your time, attention and resources. You can gear your store, website, products and services toward these people, your best customers. You can also focus your marketing on these people and others like them. You see, if you commit to gathering and maintaining this kind of data, everything you do will be more effective.

Don't assume everyone is on board.
You have got to find ways to be sure what's going on in your business. You cannot assume that everyone on your team is on board and looking out for the best interest of your business. You need to ask your customers in non-threatening ways. Send in spies, if you will. These can be people you know who are willing to experience your business from a customer's perspective.

You may want to consider hiring professional mystery shoppers. These are people who - for a fee - will give you detailed feedback on their experiences as customers of your business.

Here's an excerpt from an article on the Mystery Shopping Providers Association website:
Mystery shopping programs are valuable because...

Most customers who have unsatisfactory experiences will not complain...they will just never come back
Dissatisfied customers are likely to tell many others about their experience, who in turn probably will avoid doing business with the offending merchant
The use of mystery shopping to provide independent and impartial feedback reduces any perception of favoritism in incentive programs
Mystery shopping helps determine whether customers' actual experiences are as intended.
Shopping programs can identify areas of training which need improvement and can identify areas of training that are working particularly well

Read the full article HERE.

The point is, the vitality of your business depends on your KNOWING your business from the inside-out. Being certain that your products, service, and staff are at their absolute best for each and every customer! That is marketing from the inside-out. That's making absolute certain that your ads, SEO efforts, SMM, and other marketing efforts are not wasted once they draw people in. And that's good business.

Read Part 1

The Best Marketing Happens from the Inside-Out - Part 1

2010-03-15T13:02:00.001-04:00

Is YOUR marketing happening from the inside-out?

Part 1 of 2

It should be! You can invest heavily in your website, SEO, social media marketing, e-mail campaigns, pay-per-click and banner ad campaigns, not to mention all the offline options available to you! You can hire a good copywriter, set up tracking and testing systems, and do everything in your power to make your advertising and marketing as scientific as possible. You can - and should - put all your available resources into your marketing plan and implementation. But that is not enough.

Once you draw them in, you must "wow" them.

Put another way, you need to market your business from the inside-out. I realize this may seem obvious. But, based on my own multiple experiences online and off, not every business "gets" this. It has happened to you too, I'm sure. You call a customer service number, looking for help. The voice on the other end of the phone tells you nothing can be done. "It's our policy," you're told. "There's nothing I can do. I don't make the policies, I just have to enforce them." The tone of that voice also tells you that person doesn't care. Doesn't want to be there. And didn't want to take yet another call from a less-than-thrilled customer.

We could go on with more stories like this. But we've all had negative experiences that have cause us to take our business elsewhere.

Distinguish yourself, or die.

There is simply too much competition out there, whether online or off, to take your business' inside-out functions for granted. You have got to find ways to distinguish your business.

Through Product - How does your product stack up against the competition? Can you gain access to products your competitors do not have? Can you offer better quality? A better guarantee? Better training or service?

Through People - Your people are key. How carefully do you hire? How are your training systems? Do you treat training as if your business depended upon it? It does! Thorough, detailed training at the beginning is one thing. But do you have a system for ongoing training? People forget. Even the best employee can let details slip over time. Continual training goes a long, long way toward presenting to your customers the kind of expert staff they'll come back to deal with!

Through Your Business' Physical Image - Whether you conduct business via your website, or your customers come to see you, your business has an image. Is your website easy to read and navigate? Do you have contact information (including a phone number) on your home page? Don't force site visitors to dig for your phone number!

Is your location easily accessible? Are your hours of operation convenient to YOUR CUSTOMERS? When your customers come in, how does your office or store look? Is is sharp and clean, free from chipped paint, dusty corners and dirty baseboards? Is your business' physical appearance sending the message that you pay attention to detail, or that you let details slip? This is important.

Continued in Part 2... tomorrow's blog.

You Are Not Necessarily Your Best Prospect!

2010-03-10T17:40:00.000-05:00

Be careful when making marketing decisions.

You may need to get outside yourself.

If I had a nickel for every time a client told me: "I don't _____________________ and I don't think anyone else does either." I could retire on some tropical island and never need to write another line of copy again!

In helping clients make marketing decisions,I've heard this kind of comment from intelligent business owners and managers.... "I never listen to that station. Why would I advertise on it?" or... "I don't use social media. I don't even know what a Tweet is!" and... "I don't read e-mail. Does anyone?"

Examine the facts from outside yourself.

It's important to think about your business from the perspective of your customers and prospects. YOUR perspective may not be of value when making decisions about what to say and where to say it.

I once had a business owner with a $250,000 income tell me how little sense it made to him to advertise on a local radio station which I was recommending. "I listen to WXXX," he said. "Maybe we should advertise there." The problem with that line of thinking was the fact that the decision to purchase his product was made by middle managers earning $40-50,000 - most of them women. Fortunately, I was able to convince him that his target audience did not listen to news and sports talk radio!

Seems obvious, I know.

This may seem obvious, but it is a surprisingly common mistake. It is not safe to assume that everyone handles their e-mail the way you do. It is dangerous to forget that there are people who LOVE social media - even though you HATE it. Do not allow yourself the ego-boosting luxury of making marketing decisions based on your own habits and personal preferences.

The truth is, you most-likely don't fit the description of your ideal prospect. Even if you do, that doesn't mean you think like them, act like them, and have all the same habits they do.

Marketing is not as subjective as people think.

For some reason, the marketing profession is perceived as subjective. Opinions count. Personal preferences matter. "If I don't like orange, I won't use it in my ad." is just plain bad thinking. Orange may be the proven winner for selling your type of product!

Marketing can be scientific, if you treat it that way. Set up tracking for everything you possibly can. Test different headlines. Track the results. Test different calls to action. Track the results. Test different photos, graphics, colors, offers, and track the results. If you don't know where your sales are coming from, you can't know what is working - and you can't possibly know where to invest more (or less) money.

This is the only way you can make intelligent marketing decisions. Not by personal preference, opinions, consensus, or any other means.

If you've hired professionals, listen to them.

If you have good marketing people on staff, or if you've investigated and chosen a marketing consultant, copywriter, designer and other professionals, listen to them. That doesn't mean follow them blindly. It does mean listen, weigh their recommendations, use as much objectivity as you can muster, then make solid decisions and be patient.

Web traffic does not triple overnight. Social media marketing takes time. But remember, ads can be tracked, e-mail and web results can be analyzed. Even social media can be measured.

You can know what's working. And you can make increasingly better decisions based on the data. Just do your best to get outside yourself and make objective, informed decisions. And leave subjectivity for the art museum!

How to Identify a Winning Headline

2010-03-08T10:29:00.000-05:00

Can you spot a winning headline when you see one?

It's been said that if you have a good headline, you have a good ad. That's how important the headline is to your ad, e-mail, web page or sales letter.The body of your marketing piece can be fantastic - but it won't matter if your headline doesn't catch the readers' attention and draw them in.

Your headline is the label on your package. It's the sign above the door. If you don't stop your prospect with a few seconds, your message is doomed.

We've talked about headlines in three previous blogs. Before you take this headline test, you may want to review:

Headline Power

and

What Makes a Great Headline

and

Headline Test - Can you pick the winner?

Okay now. Are you ready for a new test? Below you'll see two headlines for each ad. Read them and choose the one you believe to have brought the most responses. Responses were tracked carefully and results are definitive. The numbers don't lie!

HEADLINE CHOICES

A. Push Button Shave Cream

B. Moisturized Shave Cream

The offer here was for a free can of shave cream. It was a split-run test in the Atlanta Journal. Each ad ran in half the circulation. Same day. Same page. Same position on the page. The headline was the only variable.

And the winner is...

Headline A. "Push Button Shave Cream" drew 82% more responses than Headline B. Did you guess correctly? Perhaps the convenience of push-button shave cream outweighed the appeal of moisturized shave cream!?

Clustering - An Offline Strategy that Works On the Web

2010-03-05T08:52:00.001-05:00

I wrote this article in 1999. Decided to post it without edits.

QUESTION: Have things really changed that much?

ANSWER: Solid marketing principles never lose their logic.

Here ya go... circa 1999!

Clustering - A Powerful Internet Strategy

In the physical world, if you're looking for a new car, you can simply drive to a busy street and you'll find car dealer after car dealer. Buicks, Fords, Chevrolets and Oldsmobiles, lined up for the shopping. You can easily compare a vast array of models, and one of the dealers will get your business.

Similarly, smart restaurant owners locate themselves strategically in a cluster of other businesses. After all, which makes more sense-standing alone, in a secluded location, or being in the midst of other restaurants and stores?

Competitive nature might suggest that you stand alone, but research has consistently shown that a group of restaurants, a Chinese restaurant next to an Italian restaurant, next to a Mexican restaurant, will individually do better and have a greater chance of success located in a cluster.

Clustering represents a definite advantage on the Internet as well. Once you carve out your own piece of Internet "real estate" - your own specialty - you can virtually own that specialty. By clustering a group of related businesses on your specialty site, you'll begin to draw a crowd.

Vast numbers of Internet users will visit your site because you will become the expert in that specialty. Just as hungry diners go to "restaurant row," you'll have potentially hundreds of thousands of visits every day. The traffic you generate will result in marketing exposure and sales for you and your advertisers. This creates a tremendous advertising revenue opportunity for you, the expert in your specialty.

Clustering businesses encourages cross promotion

Let's say you've carved out a niche in golfing , for example.

Your site might consist of general information about golf. Tips on how to improve your swing, and lower your handicap, on how to select the right equipment, the "mental approach," and so on. When someone visits your golfing site, they tell their friends about it. Before long, you've got 10,000 people visiting your site every day.

Now you can attract a golf equipment retailer to your site. The retailer wants to be part of your site because you are attracting hot prospects-people with a keen interest in golf.

If you've qualified this retailer, making sure he has a good name, a good product line, and fair prices, people who visit your site and do business with the retailer will want to come back.

Now you have the opportunity to add another advertiser to your site, perhaps a golf course or two, or three, or four. These golf courses would be smart to pay you a fee, and/or even a percentage of sales, for including them in your golf specialty site. You could include diagrams of the course, rates, schedules, and phone numbers, so that site visitors can instantly reserve their tee time.

You can continue by adding a driving range, a golf instructor, and printed golfing publications. By clustering and focusing on a specific niche, your site can become world famous in a matter of a few months.

Marketing your site

The number of adults active on the Internet in the United States is expected to be 40 million by the end of this year. The worldwide number is probably double this. It's obvious, the potential for Internet marketing is tremendous. And the growth of this market is certainly not slowing!

External marketing of your specialty site will speed its growth. Once you have advertisers on your site, you'll want to work with them, so they'll include your site in all of their marketing efforts. Each individual advertiser will be helping the others, and this is a powerful part of the multiplying effect of clustering.

But in order to successfully reach this market, you must create a marketing message that sells. The rules of advertising in general, apply to Internet marketing as well-with some additions.

Change is key

In addition to creating a message that gets attention, creates interest, desire and action (the AIDA formula), you must provide variety. Constant change on a Web site is ultra-important. The only way to build a successful Internet marketing site, as with any business, is to develop repeat business.

Visitors to your site must have a reason to come back again and again. You and your advertisers must have a firm commitment to constantly improving, adding to, and updating your Internet site. If your site is constantly changing in an interesting way, your visitors will come back, and place your site in their "bookmark" file on their Web browser.

Cross linking, another advantage

Once you succeed in building a really hot Internet specialty site, other related sites will want you to provide links to them. A link lets users click on a key word or picture and move on to a different Internet site. In return for providing a link to their site on yours, they will reciprocate with a link on their site to yours.

This clustering strategy can mean that virtually anyone in the world who is interested in your specialty will be able to find out about your site and visit it with a few clicks of the mouse!

This is clustering to great advantage. It is one of the most powerful Internet sales tools.

Headline Power

2010-03-03T08:14:00.002-05:00

When I refer to headlines, this includes the opening line of your e-mail messages, the headline on the front of your brochures, and the headlines on your web pages, sales letters, and ads.

The headline is the label on the package. It tells the reader if your message is worth reading.

If you don't stop your reader with your headline, giving them a reason to read on, they'll move on to the next ad, web site("click!") or e-mail ("delete!").

Obviously, if they don't read your message, you can't sell them. A winning headline can be the difference between breaking-even, and breaking records.

Tip #1: ALWAYS PUT YOUR BIGGEST BENEFIT IN YOUR HEADLINE!

This will attract your HOTTEST PROSPECTS -- those people with a need, want, or interest in the benefits of your product. And these are the people you care about.

Q: If you're selling lawnmowers, do you care if apartment dwellers read your ad?

A: No!

Trying to be all things to all people only dilutes your message, rendering it ineffective. Speak to your hottest prospects -- with your most powerful benefit!

Here's a note of caution:

Often, an unrelated, "gimmicky" headline or visual can make readers feel disappointed, even cheated. They opened the brochure, or started reading your ad expecting information on a subject of interest to them and found, perhaps, a subject matter that doesn't apply to them at all. So my advice is, don't go there!

Tip #2: TEST EVERY POSSIBLE HEADLINE.

TEST - even headlines you think are sure winners-until you find your proven winner. Never assume you know what your prospects will respond to. Doing so has made differences in response rates as large as 300% -- and more!

Here are a few winning headlines you may recognize:
"How to win friends and influence people."
(Dale Carnegie's book.)

"When doctors "feel rotten" this is what they do."
(Alka Seltzer.)

"Always a bridesmaid, never a bride."
(Charm school.)
Winning headlines have some things in common. More often than not, the word You or Your appears. They use simple language, and they don't use clever word plays.

Cleverness makes the writer feel good-but rarely does anything for results. In fact, plays on words usually confuse the reader, making it unclear what you're selling.

Tip #3: NEVER UNDERESTIMATE THE POWER OF A SINGLE WORD.

An ad with the headline "How to Repair Cars-quickly, easily, right" was successful in getting orders.

Then the word Repair was changed to Fix. Orders increased 18 percent!

The point? Examine every word of your headline. Have you used clear, simple language? Have you left out a word that could express the key benefit better? Or one that would add to the believability of your headline? A single word can be worth a lot of money.

I'VE BOILED IT DOWN TO A SIMPLE CHALLENGE FOR YOU.

Try this. Before you run your next ad, or send your next sales letter, work on the headline.

Whether you're paying someone to write it-or writing it yourself. Scrutinize it. Make sure it offers at least one meaningful benefit. Make sure it uses simple, clear language.

Invest the extra hour or two in developing the best headline you possibly can-just this once. Then place that ad, or send that letter, and watch what happens. I'll bet you never take headlines for granted again.

Take this headline test!

How to Write a Sales Letter that Works

2010-03-02T08:27:00.001-05:00

What can you do to improve the effectiveness of your sales letters? AIDA. Advertising copywriters have developed and successfully used a formula called AIDA to write ads, letters and other marketing materials that bring results. AIDA stands for Attention, Interest, Desire, Action. You can put this "tool of the advertising trade" to work for you.

Here's how.

Get Attention

If your letter is going to have an effect, it must first get the reader's attention. You can do this with a hard-hitting lead paragraph that goes straight to the point. Or you can even start your letter with an intriguing question or attention-getting headline. For instance, "Do you know the top ten ways to cut employee theft?" would keep most managers reading. Who wouldn't want to read on and learn the answers to that age-old problem?

A good headline for a letter promoting a weight loss program might be: "Now, you can lose 20 pounds in 3 weeks and it's easy!" This headline solves a problem, plus offers a quick and easy solution. The copy could begin by getting right to the point . . . "This revolutionary program can have you two sizes smaller by swim-suit season!"

You see, your reader wants to know "What's in it for me?" . . . "Why should I invest my time in reading on?". If you let him know right away, at the start of your letter, he'll keep reading. And that's half the battle. After all, it really doesn't matter what you write in your second or third paragraph-if the reader never gets that far!

The bulk of your letter-writing effort should go into the headline and opening paragraph. Take plenty of time to think about the benefits to the reader, of what you have to offer. Then feature your most compelling benefit in the headline, the others should be featured in the opening paragraph.

First, brainstorm. List as many headline ideas as you can come up with.Don't think too much, don't try to edit them. Just list as many as possible. Then set them aside for a day or two. When you look at them again, you'll have a fresh perspective. When you do look at them, try to be as objective as possible.

Once you've narrowed your list to 3-5 headlines, show them to several different people. Ask them which one would inspire them to read more about your product.Work hard to develop the most effective, benefit-oriented headline and opening paragraph within your power. It will pay great dividends.

Let's say you've grabbed your reader's attention with your headline. Now what?

Gain Interest

You must hook the reader's interest by showing her why she needs your product or service. In the case of the weight loss program, show her why she needs your program. Why is it easier? Why is it so quick? What makes it different than the vast number of other weight loss programs available?

Remind her of what can she do with her slimmer, healthier body. Get further ahead on the job? Do more with her family? Wear more beautiful clothes?

Here, you must prove yourself. You can state your case by using testimonials (credited to a specific person in a specific place), case histories (tell the story of a successful experience one of your customers had with your program), or by stating your company's successful history or credentials (only as it pertains to the reader).Remember, you know everything there is to know about your program and "stale news" to you may be "fresh news" to your reader.

Create Desire

O.K. you've gotten the reader's attention and hooked her interest. Next,you've got to create desire. Tell the reader how she'll benefit from what you're offering. Stress those benefits even more definitely than you may have already done earlier in the letter.

Paint a clear portrait of those benefits in action in the reader's life.Get him to see your product, service or policy in use, what it will do for him, how easy it is for him to get it-and be specific.

Generalities are less credible. Specific details are easier to believe.For example, in selling the book on lowering employee theft . . . "By the end of this quarter, you could see your rate of employee theft dropby more than 27%. Imagine the dramatic effect on your bottom line! The compliments of your colleagues as they wonder how you did it!" . . . This part of your letter serves to remind. To reiterate. To sum up. It should set the stage for the final step

Ask For Action

What do you want the reader to do next? Send in a reply card? Place an order? Call for more information? Schedule an appointment? Tell her. It's surprising how many advertisements and letters fail to tell the reader the next step.

You've worked hard so far-you've gotten her attention, hooked her interest, created desire-doesn't it make sense to ask for action? Don't make the mistake of assuming your reader knows what to do next-be specific. Ask and you shall receive.

As an aid to getting the desired action, you should always include a reply card with your letter. I have tested this myself, and letters sent with a reply card out-pulled letters sent without, by 12 per cent. Always include a reply card.

P.S.

The P.S. is one element of a letter that always gets read. You're reading this one, aren't you? Use your P.S. to reiterate your most powerful benefit, or restate your guarantee. Don't waste it on frivolity. Used wisely, it could be the final nudge that turns the buying decision in your favor.

Does effective letter-writing sound like a lot of work? It's really not-once you make it a practice. Actually, it's common sense communication. Think about it: when someone approaches you with something new, don't you want to know a few things first? Like, "What's in it for me? Why should I trust you? What makes this product or service different?" And finally, "How can I get it?"

Follow the AIDA formula on your next sales letter. You'll be pleasantly surprised by the results!

FOLLOW THE AIDA FORMULA:

Get the reader's attention
Create an interest in the product
Turn that interest into a strong desire to own the product
Ask the reader to take action

Communication! Key to long-term client relationships.

2010-03-01T09:11:00.000-05:00

Effective Communication Keeps Customers Happy

Communication. We're all aware that it's a necessary part of doing business. But are you aware of the tremendous impact your ability to communicate has on your success-personally and professionally? Time and time again, communication has proven to be the key factor in determining whether a customer is retained, whether they increase the amount of business sent our way, and whether our position is secure.

Doing Nothing Says A Lot
Doing nothing at all can speak volumes to a customer. Our inaction can say: "I don't really care about you." or "I don't mean what I say." So the next time a customer calls, (or e-mails), don't wait one minute longer than you have to before returning their call.

Even if you don't have an answer for them, let them know you're working on it. And if you say you'll be there at 3:00 on Thursday-be there at 3:00 on Thursday. It's amazing how many professional people think nothing of neglecting a commitment, or letting a day or two go by without returning a customer's call. Develop a "sense of urgency" when it comes to your customers, and you are sure to stand head and shoulders above the majority.

A Case In Point
When my husband and I owned a service business, we landed a very large account. From the beginning, I scheduled weekly visits to the account, where I and my contact would walk through the building, talking. Often, the conversation was general. But because I was there every Wednesday afternoon without fail, the message was communicated that I valued their business.

Communication. It happened in this case because I made myself available-on a regular basis. Problems were avoided. And the door was never cracked open for a competitor to sneak in.

For ten years we kept that account (and many others). Then we sold our business. The new owner didn't see the need to be there every week. Small issues were allowed to compile. The client began to feel neglected. Within 12 months the account was lost to a competitor. When asked why, the customer's response was quick, "I haven't seen anybody in three months!"

Communication. It can win customers. It can keep customers. One thing is for certain-it pays to make the investment!

START COMMUNICATING TODAY!
Pick up the phone! Even if you can't go see each customer right now, it only takes a minute to call them. Tell them you're interested in their thoughts and opinions about your service. Ask if there's anything you can do for them. They may be surprised, even suspicious at first, but they'll get used to all the attention-and they'll love it!

Jot a note! In addition to regular phone calls, send them a note of appreciation once in awhile. When you run across an article which may be of interest to them, send them a copy with a brief note stapled to the top. These small efforts keep you in front of your customers, and communicate that you care.

Stop by! You don't have to spend a lot of time. In fact, you probably shouldn't. But showing your face every now and then (when you aren't trying to sell them something) is a very powerful way to show your concern for their satisfaction -and secure your position.

Keep track! Time flies. Don't let it cost you customers. It may seem like you just saw them, but you would probably be surprised how long it's been-if you knew! Develop a simple method for recording customer contacts. Refer to it weekly, or monthly, then schedule visits and phone calls-otherwise, they won't happen! There's no reason to let more than a month go by without some kind of contact, no matter how small.

This Idea Saved a Crop

2010-02-25T10:27:00.000-05:00

Turning a negative into a positive.

Jim Young, a member of the Copywriters Hall of Fame, and part-time apple grower, named this idea his favorite. Here's his story:

"A few years ago there was a hail storm just before apple harvest. I had thousands of mail orders and checks, and almost every apple was hail-pocked. Problem: Should I send the checks back or risk dissatisfied customers?

Actuallly," Jim continued, "these apples were damaged only in appearance. They were better eating than ever. Cold weather, when apples are ripening, improves their flavor. So I filled the orders. In every carton I put a printed card that read:

Note the hail marks which have caused minor skin blemishes on some of these apples. These are proof of their growth at a high mountain altitude, where the sudden chills from hail storms help firm the flesh and develop the natural fruit sugars which give these apples their incomparable fruit flavor.

Not one customer complained. The next year I received orders which said: "Hail marked apples, if available, otherwise, the ordinary kind."

Talk about turning a negative into a positive! What negative situation are you going through? Is there a way to turn the situation around? Why not find a way to express the positive side of the situation - even turn it into a positive benefit? You'll probably have to "get outside" your circumstances to come up with a positive solution.

What really matters to your prospects? In the case of the apples, Jim's customers cared more about the TASTE of the apples than about the APPEARANCE of the apples. Do you know your prospects well enough to answer this question? You should.

Headline Test - Can YOU Pick the Winner?

2010-02-23T10:49:00.000-05:00

Test Yourself.

Two similar headlines. One very big difference in results.

Can you pick the winners?

Test 1. Several years ago a book publisher was planning to bring out a book on country home ownership with the title: Five Acres. The publisher split-tested two headlines...

A. Five Acres

B. Five Acres and Independence

Result: Headline B was the winner, by far. Did you pick the winner? If you thought headline B was too long, you made a common mistake. Contrary to what many people think, long headlines do get read - when they include a key benefit expressed in terms to which the prospect can relate. Five Acres, without "and Independence" doesn't contain a benefit. Independence is a strong benefit, and including it in the headline made a powerful difference.

Test 2. An ad for a book on do-it-yourself auto repairs was prepared with two different headlines. Can you tell which one was the winner?

A. How to Repair Cars - Quickly, Easily, Right

B. How to Fix Cars - Quickly, Easily, Right

Headline A. was successful at bringing results. Then the word "Repair" was changed to "Fix" and the response rate increased by 18%. Why? Good headlines use conversational language. When talking to a friend, we tend to say: "I need to get my car fixed", as opposed to "I need to get my car repaired". Headlines written as your prospects talk, will always win over headlines written to impress. Did you pick the winner?

Test 3. This next set of headlines was written for a book on investing...

A. Why Some People Almost Always Make Money in the Stock Market

B. Why Some People Always Make Money in the Stock Market

In this case, just one word was added. The addition of "Almost" added believability. It's much easier to believe "Almost Always" than it is to believe "Always". Headline A brought substantially more responses than headline B. Were you right on this one?

The point with all this is to draw your attention to the fact that you cannot assume you know which words or combination of words will bring you the best results. Whether you're writing an e-mail subject line, a header for a web page, or a headline for a print ad, it pays to test and track until you find the best performer. Even then, your testing should never stop. Web landing pages are perfect for this! Why not put e-mail marketing and landing page testing to work for you? Ask me how today!

Here's a FREE e-book from one of advertising's greats, Claude C. Hopkins! Get Scientific Advertising here!

What Makes a Great Headline

2010-02-21T05:13:00.001-05:00

How one headline improved the response rate of an ad by 276%.

Headlines can make or break your ad, e-mail or letter. If the reader finds nothing in your headline to motivate him to keep reading, the rest of your ad doesn't even matter.

What makes a great headline?

The promise of a benefit that is valued by the reader.

When I see a headline that features a company or product name, I cringe. It's a rare case in which a company name has the influence to draw the reader in. Here's an example of a headline in an actual ad that a client of mine was running:

"Legacy Chest."

That's it. The name of the product. The response rate was disappointing. When my client told me that, I wasn't surprised. The words "Legacy Chest" don't mean anything to most readers, so why would they read on? And if they don't read on, they can't respond. Here's what I changed the headline to:

"Mom says if you treasure your marriage, it will last a lifetime."

The ad with this headline brought 276% more responses than the first one. That's a dramatic difference! Why? Both ads were run in the same bridal magazine. But the first headline didn't speak to the reader like the second one did. What new bride doesn't want her marriage to last? This headline made readers (primarily brides-to-be) want to read on to see what Mom had to say.

When you're tempted to showcase your company or product name in the headline or subject line, think again.Most likely there are words you can choose that will be much more effective.

Ask yourself what's important to your prospects. What is the greatest benefit of your product to them? Once you determine that, use it in your headline.

Sometimes a single word makes a dramatic difference in response rates. I'll give examples of that in my next post.

Marketing Success Formula

2010-02-18T14:13:00.000-05:00

Marketing Success Formula P x P x M x M = PS

There is a way to predict the probable success of a marketing campaign - before you launch it.I call it my Marketing Success Formula. By evaluating the four different elements of every marketing effort, you can more forward with much more confidence.

The first element of the formula is – 1. Product - Examine your product. Is there enough need or want (demand) for it? Is it priced so that those who want or need it can also afford it? Does your company name already carry a high value? If your company or brand already has a positive reputation in the marketplace, your product can receive a higher rating; say "9" or "10" if everything else is strong. If your company or brand is unknown, you must score your product lower, maybe a "5" or a "6". This is the most difficult element to be objective on. But objectivity will give you a more realistic projection of your Probability of Success.

The second element of the formula is – 2. Prospect - Who will you send your message to? Are there enough people who need, want, and can afford your product? You must take the affordability factor into account. If your product is perfect for 12 year-olds, how will they buy it? Will parents be convinced to purchase? Think about your best prospects in relationship to this product and rate them honestly.

The third element of the formula is – 3. Message - This is what you say and how you say it. How's your headline? Does it feature your product's strongest benefit? Does it speak the language of your target audience? Look for major mistakes, like featuring the name of your company, instead of a strong benefit. Scrutinize your message and make sure it does a strong selling job. Rate your message on a scale of 1-10. If your message is a little weak, or incomplete (maybe because of space constraints, or lack of research), be honest with yourself and give it the rating it deserves.

The fourth element of the formula is – 4. Medium - How will you get your message to the right prospects? What magazines do they read? Which cable networks do they watch? Which websites do they frequent? Can you afford the best possible medium or multiple media to reach your best prospects? Highly targeted websites, networks and publications cost more, but are usually worth it. The point is to examine your media options carefully. Choose the best your budget allows, then rate your selection on a scale of 1-10. Example: If you're selling golf clubs and can afford display ads on http://www.golf.com you may be able to rate your medium a "10". If, on the other hand, if you have to downsize to a broader sports website, you may have to rate your medium a "5" or "6".

So if your Message = 10, your Prospect = 10 and your Medium = 10 but your product is only a 3 your Probability of Success (PS) = 3,000 (not very strong out of a possible 10,000). If, on the other hand, your Message, Prospect, and Medium are all “10s” and your product is an “8” that pumps your PS all the way up to 8,000 (much stronger).

In another example, if you’ve got three perfect “10s” and you’ve rated your medium a “2” because you just can’t afford something targeted and you don’t have a lot of confidence in it, that brings your PS down to 2,000. Not very promising. It may make sense to put off your campaign until you can get a better handle on the medium.

It goes back to math class. It’s simple multiplication.

This formula is a good starting point. It forces you to first, recognize that there are four elements to every marketing effort, then to examine each element with an objective eye. During the process, you may need to go back to the drawing board, do some refining, and improve one or more of your elements.

This exercise is worth it. What can be more frustrating than investing time, energy, money and high hopes on a marketing activity, only to have it yield nothing but disappointment.

Try it! Then add your comments here. We’re all interested in hearing about your experience!