Tag Archives for " ADVERTISING "

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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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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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 write.

So it’s pretty unusual for me to take issue with anything grammar related. But someone has to speak out about all the exclamation 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_mark1Exclamation 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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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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Working together for more effective advertising.

Planning, creating, producing and managing a great ad 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.

When 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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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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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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1 Bad puns, bribes and other branding blunders

Graham Robertson of Beloved Brands recently revealed some reasons why advertising is so damn hard. I won’t give them away, but I will share this:

Advertising is hard for the corporate brand manager who has big ad agencies, market research firms, and millions of dollars at his disposal.

It’s hard for the mid-level marketing manager who knows his consumer and his sales pitch, really, really well.

It’s even hard for the hottest advertising agencies.

So why do so many CFO’s, CEOs, scientists, sales guys, golf pros, engineers and accountants think it’s easy? Why do they take it upon themselves to write headlines, choose photos, and dictate the art direction of print ads, commercials and digital campaigns?

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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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