Tags |
|
|
Links |
|
|
Casual Articles - Small Business Marketing Help #1: The Diary An Angry Ad-Man
Times are, um, interesting: companies are either stripping down to the bare necessities or recreating their business models so they can be ready for the future in new ways. In your company, you may be creating new strategic initiatives or hiring/firing/reorganizing staff. You might be adopting CRM technology or extending your current technology into other departments. You're rebranding. You're repositioning products.Whatever you are doing right now to ride the storm of what's happening in our national economic business environment, it most likely in
HUGE PROMISE, BIG BENEFIT
Who can take advantage
Smaller benefits
Basic features
More benefits
Personal name to contact
Call to action
Limited time
Call to action again
Their formula (made by rearranging our script, adding one line and deleting one line):
Introduction One stop shop for all your ____ need. (Statements li
I want to walk you through the different ways that you can find niche markets online. A niche is a small specialised section of an interest where you will find passionate devotees of that tiny niche. They are always hungry for more info on their particular subject.Think first of a subject (niche) that interests you, then look up the various resources I am about to give you. If you had an interest in dogs you'd type in "dogs". Then all you need to do is make a list of all of the sub niches within the general niche market of dogs. These are all pote
Due to budget restraints on the client-side, the spot was produced by the station (read free). Of course the script was written by your truly and my trusty copy-writing sidekick. The spot was finished last Thursday - and on Friday I gave my stamp of approval.
Monday morning I received an email from the station rep saying that they had decided to make a few changes to the commercial - just a few "small things" - and the new commercial started running that morning.
Calmly, I asked for a copy of the new commercial.
At about second 6 my jaw dropped so far down that it hit the desk. My other orange half swiveled in his chair and stared at me in disbelief.
"Did that just say 'one stop shop?'" he asked? Indeed it did.
It seems that the station sales manager felt the spot needed to be rearranged a little bit - and was lacking a few lines. So they made some changes - without consulting me.
Well, I was steaming mad. But, I quickly saw an opportunity through this adversity: I can write a journal entry about this! So here we are.
The primary point I want to make is to illustrate the difference between our script and their script. Why the minor changes could have made tremendous negative impact. Ultimately, I hope you'll learn some good copy writing pointers and understand why you shouldn't let a radio station, newspaper, or anyone else who sells ads write your ads.
Our Formula:
Introducing something new
HUGE PROMISE, BIG BENEFIT
Who can take advantage
Smaller benefits
Basic features
More benefits
Personal name to contact
Call to action
Limited time
Call to action again
Their formula (made by rearranging our script, adding one line and deleting one line):
Introduction One stop shop for all your ____ need. (Statements li
Almost all of us love to play games. Toddlers are intrigued by games of manipulating colorful shapes. Seniors crowd bingo halls. Every generation plays games of skill and games of chance from chess to backgammon to tic-tac-toe. Games can be social events, team events or solitary challenges. We watch games filled with vicarious thrills on reality TV. Games are part of the fabric of our lives and have a place in business also.Most games can be broken down into three parts: a challenge, a strategy, and a reward. Surprisingly most business endea
Monday morning I received an email from the station rep saying that they had decided to make a few changes to the commercial - just a few "small things" - and the new commercial started running that morning.
Calmly, I asked for a copy of the new commercial.
At about second 6 my jaw dropped so far down that it hit the desk. My other orange half swiveled in his chair and stared at me in disbelief.
"Did that just say 'one stop shop?'" he asked? Indeed it did.
It seems that the station sales manager felt the spot needed to be rearranged a little bit - and was lacking a few lines. So they made some changes - without consulting me.
Well, I was steaming mad. But, I quickly saw an opportunity through this adversity: I can write a journal entry about this! So here we are.
The primary point I want to make is to illustrate the difference between our script and their script. Why the minor changes could have made tremendous negative impact. Ultimately, I hope you'll learn some good copy writing pointers and understand why you shouldn't let a radio station, newspaper, or anyone else who sells ads write your ads.
Our Formula:
Introducing something new
HUGE PROMISE, BIG BENEFIT
Who can take advantage
Smaller benefits
Basic features
More benefits
Personal name to contact
Call to action
Limited time
Call to action again
Their formula (made by rearranging our script, adding one line and deleting one line):
Introduction One stop shop for all your ____ need. (Statements li
The other day someone asked me in our Online Think Tank why I was a President Bush Supporter. We were discussing atmospheric ambient surface temperatures, you might consider this Global Warming, Climate Crisis or Climate Change. The very first thing that came to mind was that he was not a lawyer, he has an MBA and actual experience running a business.Then the gentleman who loves Governor Richards in New Mexico for Democrat President in 2008 said that only one of President Bush’s businesses was really successful. I thought that was an interesting com
"Did that just say 'one stop shop?'" he asked? Indeed it did.
It seems that the station sales manager felt the spot needed to be rearranged a little bit - and was lacking a few lines. So they made some changes - without consulting me.
Well, I was steaming mad. But, I quickly saw an opportunity through this adversity: I can write a journal entry about this! So here we are.
The primary point I want to make is to illustrate the difference between our script and their script. Why the minor changes could have made tremendous negative impact. Ultimately, I hope you'll learn some good copy writing pointers and understand why you shouldn't let a radio station, newspaper, or anyone else who sells ads write your ads.
Our Formula:
Introducing something new
HUGE PROMISE, BIG BENEFIT
Who can take advantage
Smaller benefits
Basic features
More benefits
Personal name to contact
Call to action
Limited time
Call to action again
Their formula (made by rearranging our script, adding one line and deleting one line):
Introduction One stop shop for all your ____ need. (Statements li
The art of selling whether on the internet or offline is as old as man, it is a way of life, and there has always been a way of exchanging goods and services for monetary benefits. Selling on the internet is an art that should be mastered in order for one to excel in it; a lot of materials, CDs and e books are on the internet which teach on how to make sells, what am sharing with you here is a proven method that I use in making sells on the internet which most netpreneurs won’t teach you.Selling is a stage in marketing in which your goods or service
The primary point I want to make is to illustrate the difference between our script and their script. Why the minor changes could have made tremendous negative impact. Ultimately, I hope you'll learn some good copy writing pointers and understand why you shouldn't let a radio station, newspaper, or anyone else who sells ads write your ads.
Our Formula:
Introducing something new
HUGE PROMISE, BIG BENEFIT
Who can take advantage
Smaller benefits
Basic features
More benefits
Personal name to contact
Call to action
Limited time
Call to action again
Their formula (made by rearranging our script, adding one line and deleting one line):
Introduction One stop shop for all your ____ need. (Statements li
Well done – you’ve been invited to an interview. But here’s the rub. They’ve told you that they use “competency based interviewing”. How should you prepare?First, it helps to understand a little about this technique and why employers use it. In a traditional interview, the interviewer will ask you questions designed to let you show that you have the skills and knowledge needed to do the job. However, it is also important that you fit in with the team, and with the employer’s culture and style. A competency-based interview is designed to ask yo
HUGE PROMISE, BIG BENEFIT
Who can take advantage
Smaller benefits
Basic features
More benefits
Personal name to contact
Call to action
Limited time
Call to action again
Their formula (made by rearranging our script, adding one line and deleting one line):
Introduction
One stop shop for all your ____ need. (Statements like these are drivel, amateur and cliche and have no business in real marketing. Even worse, they are all about you - the seller, instead of them, the buyer. One stop shop is the listener's cue to stop listening, make a cell phone call, or change the channel).
Features
Features
Smaller benefits
and the rest was basically the same.
What got cut out was the HUGE PROMISE/BIG BENEFIT. The benefits that were left were pushes toward the middle, buried underneath the self-centered discussion of one stop shops and a laundry list of features.
When I "asked" the station about this they told me that they were looking out for the client's best interest. They were concerned that listeners may not understand exactly who the client was or what they did - or exactly what the package contained.
Guess what? In a sixty second radio ad they shouldn't learn those things. The purpose of the ad is not to get the person to completely understand the offering and make a buying decision. That can't happen in 60 seconds - unless you're selling gum or erasers or something.
The purpose of the ad was to get the listener to say, "Hmmm...that big benefit sounds good...oh and they're talking to me...and those other benefits sound very fine...oh - a few features, that sounds like something I could use...so that's the person I need to talk to to learn more, and there's the number - eh....better hurry - it's only good for this week - and there's the number again." The point is to get arouse the listener's curiosity, engage their greed-glands, get them to picture themselves with the benefit in their lives, then
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.casualarticles.com/article/28984/casualarticles-Small-Business-Marketing-Help-1-The-Diary-An-Angry-AdMan.html">Small Business Marketing Help #1: The Diary An Angry Ad-Man</a>
BB link (for phorums):
[url=http://www.casualarticles.com/article/28984/casualarticles-Small-Business-Marketing-Help-1-The-Diary-An-Angry-AdMan.html]Small Business Marketing Help #1: The Diary An Angry Ad-Man[/url]
Related Articles:
Online Advertising For The Chinese Market
Marketing and Sales - Globalization Protects Jobs
Bookmark it:
|