Tag Archives for " advertising strategy "

How long should that copy be? Really.

“This copy’s just too long. No one’s going to read that.” “You can’t put that much copy on a website.” “How we going to do that on social media?

This is a common refrain these days. Doesn’t matter if the client is selling complex, business-to-business services or a simple impulse item in the corner market, they often have the same idea concerning copywriting… Less is more. Keep it short. Don’t expand on anything. Don’t meander into the story in a soft-shoe manner, kick ’em upside the head!

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Sailing into a big, blue ocean of opportunity.

Kevin Plank, CEO of Under Armour, likes to tell the story of his origin as an entrepreneur. And it always revolves around focus…

“For the first five years we only had one product. Stretchy tee shirts,” Plank said. “Great entrepreneurs take one product and become great at one thing. I would say, the number one key to Under Armour’s success – to any company’s success – plain and simple, is focus.”

v5-1201166-400_htfUnder Armour’s focus on stretchy tees for football players enabled Plank to create a whole new pie in the sporting goods industry. He wasn’t fighting with Nike for market share, he was competing on a playing field that no one was on. It was a classic “blue ocean” strategy… instead of competing in the bloody waters of an existing market with well-established competitors, he sailed off on his own. And he kept his ship on course until the company was firmly established. Only then did they begin to expand their product offerings.

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How to avoid the most glaring error in advertising.

Sometimes I just cringe when I see local TV commercials. Not because of the horrific script writing or the production quality. Not because of the poorly conceived value proposition, the ill-advised choice of “talent,” or the mind-numbing jingle.

No. I cringe because many of those companies don’t belong on television at all.

I’m talking about those cases where the medium – TV – does not match the demographic and psychographic profile of the prospects. In other words, the mistake of “reaching” a lot of people, but not the right kind of people.

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Clarity. Clarity. Clarity.

Clarity is the key to many things… Relationships, international relations, politics and parenting would all benefit from more clarity. But let’s stick to the subject at hand; Clarity in branding, advertising and marketing communications in general. Doesn’t matter what form… from a quick tweet or a simple email to an in-depth webinar or long-term TV campaign, you need to be clear about what you’re trying to say.

It’s a war of clarity vs. confusion. Simplification vs. Complication. Cool persuasion vs. a lot of hot air. Straight talk vs. bullshit. And it starts with your internal communications.

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Sorting through the endless “marketing opportunities.”

The marketing landscape isn’t really a landscape anymore. It’s more like a fast moving landslide, snapping trees and engulfing unsuspecting business owners up to their ears in muck.

HATS1Most clients I know are trying to wear so many different hats, they can’t begin to sort out all the “marketing opportunities,” much less make sound strategic decisions regarding each one. Quite frankly, it’s silly to even try. This is one area where delegation and outsourcing are the only paths to sanity.

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Information is killing your advertising.

Contrary to popular belief, information is is the enemy of persuasion. Not the friend.

Most people think they can convince, sell or persuade by piling on facts and stats. Well, it might make you feel smart, but it’s not going to produce results. In fact, the more info you stuff into an ad, the less you’ll get out of it.

Information is what web sites are for. You can cover all the nitty gritty details in the content of your site. That’s where you go deep. Don’t try doing that in your advertising.

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2 Zero-in on Branding success.

I love this saying: “The main thing is to keep the main thing the main thing.” I think Steven Covey coined that one.

When you boil it all down, that’s the essence of branding: Zero-in on one thing you can honestly, passionately, expertly hang your hat on, and stick with it. Then when it comes to marketing communications, come up with one idea to convey the main thing, and just pound that home in every way, shape and form you can afford. One idea, multiple executions.

Unfortunately, most business owners and brand managers don’t have that kind of focus. Once they get a taste of success in one little niche, the temptation is just too much… They take their eye off the main thing, and dive into a lesser thing, hoping it will become the next big thing.

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4 How to hire the right marketing person, the first time.

I don’t work with Fortune 500 companies. My clients rely on small, efficient teams of people for all their marketing needs. If that’s your situation, or if you have a fledgling start-up, you better think carefully about the type of marketing person you hire to spearhead the effort.

The most common mistake is hiring a specialist… someone who’s deep into SEO, or social media, or web programming, or brand journalism, or graphic design. Whatever. Those “doers” are all important players in your marketing mix, but what you need is a thinker/doer. An idea guy who can wear many different hats.

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Truth and clarity about Guerrilla Marketing

It’s 1810. Napolean’s armies have conquered all of Europe and are enjoying the spoils. But in Spain, small bands of dedicated freedom fighters wage their own war against the occupying forces. They strike. Move. Hide. And strike again. They involve the enemy in a long, drawn-out war, and ultimately prevail.

That’s how the term Guerrilla Warfare came to be. The literal, Spanish translation is “small war.”

Fast forward to 1983. Jay Conrad Levinson, an old-school, advertising guy from Chicago, borrows the term for a marketing book he’s writing. “Guerrilla Marketing” becomes one of the most popular business books of all time, with endless spin-offs and merchandise tie-ins.

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2 Paralysis by analysis – How fear and data can kill great marketing.

In golf, over analysis never produces good results. If you’re thinking too much — plotting the shot, rethinking the shot, regripping the club and worrying about the position of the left pinky at the moment of impact — you’re going to fail.

Businessman ThinkingSame thing happens in many marketing departments and small businesses. People get stuck in a rut of overanalysis. They think things to death and worry about all the wrong details. When they finally pull the trigger on something, it flops. Which, of course, makes it even harder to pull the trigger the next time.

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