How does a marketer who sells a utilitarian, and arguably boring product, breakthrough in a multi-million dollar category? At least one secret sauce ingredient to their success: sex.Read More
A strong idea or point deserves repeating. Why? People scan. Attention spans are short. And it’s repetition of an idea or unique selling proposition that reduces the chance that the casual reader will miss what’s most important. Skillful repetition of your idea builds long-term memory. So why do some marketers think repetition is bad?
The other day I got an email from someone I hadn’t heard from in a while. The subject line was a casual “Hey Gary.” Wow, I thought! I haven’t heard from this person in a long time, so I eagerly opened the email. But in a split-second, I realized this wasn’t a personal email. It was an autoresponder. And it didn’t sound like the person I know who sent it. It felt like it had been written by a copywriter.Read More
Today, marketers and copywriters must probe more deeply to peel back the hardened layers that prospective customers add over time to their persona. For example: You’re selling a drill. Is it to drill a hole ... or build an awning? But is the reason deeper? Is the awning going to be a place where a child can sit in the shade when it’s sunny, and under protection when it’s rainy? Perhaps the reason to buy a drill is even deeper: The child is disabled, confined to a wheelchair, and the only time she can breathe fresh air is while sitting outside. Under the safety of an awning.
Why do people unsubscribe from emails? Consumers use words like “boring, repetitive,” “same ads in print,” “too focused on company’s needs” and “I don’t trust their email” as reasons why they unsubscribe in a recent survey. Here are five tips to reduce email unsubscribes.Read More
How did you do in 2016? Success? Or disappointment? Even strong sales years contain elements of disappointment. So even if 2016 was a good sales year for you, repositioning in 2017 may be in order.Read More
When writing copy, you must challenge the need for every idea, thought, and word. When copy becomes boring, awkward or confusing, in a click or a toss you’ve lost your sales opportunity, perhaps forever. Use voicing to make copy more concise.Read More
In direct mail marketing, it’s never a question if a campaign will fatigue and response dwindle. It’s when. So it’s vital to have new campaigns and creative waiting in the wings at all times.Read More
The premise of altercasting is that you to project the identity of a role you want another person to assume to encourage them to behave in a desired manner, targeting both the social role and ego of a person. So is this manipulation? And does it have a place in marketing?