Tag Archives for " ADVERTISING "

9 How stock photos can hurt your brand image

Every business needs photos… For ads, websites, sales materials, email campaigns, social media posts and powerpoint presentations. Unfortunately, most people turn immediately to stock photo sites. But the problem with stock photography, in most cases, is this: It bores people to death. The eyes instantly glaze over because the brain’s saying ‘I’ve seen this a thousand times.’

Please, dear God, not another fake image of your “friendly, courteous staff.”

Bend advertising agency article on visual cliches

Use this and your brand’s authenticity goes right out the window.

How many times have you heard that cliché on a local radio ad… “our friendly, courteous staff is here to help with all your _______ needs, blah, blah, blah fill in the blank.” Chances are, you changed the channel before they could finish the sentence.

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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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Automotive Ads: Another ride down that twisting, mountain road of tired clichés.

I don’t know what it is about automotive advertising. No other category is so rich in promise, yet so void of inspiring insight and unique execution. But there is something any marketer can learn from the long history of mediocre automotive advertising.
automotive advertisingFor instance, there’s a nice Alpha Romeo ad that’s running right now. But it’s nothing new… just gorgeous video of a sexy red Italian sports car doing its thing in the curves with a pretty good voice-over that nobody’s going to listen to.

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TV advertising that misses the mark

How to avoid the most glaring error in TV advertising.

Sometimes I just cringe when I see local TV commercials. Not because of the horrific script writing or the low, low, low production quality. Not because of the ill-advised choice of “talent,” or the mind-numbing jingle. That’s expected.

TV advertising that misses the markNo. I cringe because many of those companies don’t belong on television at all.

I’m talking about those cases where the medium – TV – missed the mark completely.

I’m talking about real cases where a business owner is spending a lot of money to reach the wrong people, with the wrong message. That’s the most most glaring error in TV advertising… it’s a double whammy.

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Enough, already, with the exclamation punctuation.

I’m an advertising guy. And ad guys are not nit-pickers when it comes to grammatical details like sentence structure and punctuation. We write how normal people talk, not how english teachers teach.

So it’s pretty unusual for me to take issue with anything grammar related. But someone has to speak out about all the excexclamation_mark1lamation points popping up in marketing circles. If I see one more boring marketing cliche punctuated with three of these !!! I’m going to scream.

Exclamation points are everywhere these days… in social media posts, on home pages, in emails, ad copy, and even in straight-forward product descriptions.

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marketing clarity

The secret to success: 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; Business Clarity. Specifically, clarity in branding, advertising marketing communications and management in general.

Doesn’t matter what form of communication we’re talking about — 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.

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too many marketing opportunities

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 don’t stand a chance. They are wearing 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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Working together for more effective advertising.

Planning, creating, producing and managing an effective advertising campaign is not easy. There are details galore, many moving pieces, and an interesting array of individuals who all need to come together to make it happen.

more effective advertisingWhen it does, it’s really quite magical. It’s a rare marriage of art and salesmanship that produces spectacular results.

So here is some insight on the process that will help you succeed in advertising, no matter what side of the table you’re on. This is how we can all work together to create more effective advertising. More memorable design. Better client-agency relationships. And ultimately, stronger brands…

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too much information in your advertising

TMI. How information is killing your advertising.

Contrary to popular belief, information is is the enemy of persuasion. Not the friend. Too much information is the number one killer of advertising, presentations, speeches and brand messages in general.

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 information you stuff into an ad, the less you’ll get out of it.

imagesInformation 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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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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