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Atricle Dump - Small Business Marketing Help #1: The Diary An Angry Ad-Man
During my 25 years as an advertising consultant, I had many husband and wife business teams as clients. In my mind, it was the good, the bad, and the ugly. I wasn’t necessarily referring to their physical attributes. But it usually did not lead to a positive outcome. Not that all of these type of partnerships are doomed, but the majority were less than successful. The reasons are varied and easy to enumerate here: You have a vested interest in the spouse, first, before work. It’s hard to separate business and leisure.
Our Formula:
Introducing something new
HUGE PROMISE, BIG BENEFIT
Who can take advantage
Smaller benefits
Basic features
More benefits
Personal nam
A professional degree in Juris Doctor relates to a higher grade of studies in law. With business houses expanding in size and the legal issues gaining higher importance for day to day working of large corporates, demand for Juris Doctor professionals has been increasing. As the business interacts more with the society and their other counterparts need to resolve legal matters emerge simultaneously. All this has given an impetus to students aiming for career in law field. But a purely law background without any corporate experience may not be well accepted
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 nam
What is your definition of the word “luck”, not the Webster’s Dictionary definition, your definition? Is it being in the right place at the right time? Picking the right dealer in a casino? Turning up at a party where you meet your current wife (could be good or bad luck)?Entrepreneurs seem to be so lucky, so often. People see their success and attribute much of their good fortune to luck. What luck that they thought the idea would work. The luck of the Irish for old Doyle, don’t you think? It was his great good luck to file that patent when he did
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 nam
There are few clerical products as time saving as address labels. For any project, these little marvels add professionalism without sacrificing efficiency. Address labels are by far one of the most effective supplies when it comes to the office.When you arrive at the office supply store you may become overwhelmed at the options available when it comes to address labels. While it would seem there would only be one or two choices, the fact is typically at least one aisle, if not two, are full of various styles and design. Likewise, if before you g
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 nam
This is obviously the key ingredient in determining your overall strategy. Based on lots of practical experience and much diligent research into the subject, it seems apparent that a well-placed celebrity endorser can dramatically impact all phases of your business. The key is to find that one celebrity that fits the mold you are working from. The tremendous impact, goodwill, referrals, continued sales, and repeat customers that celebrity endorser can provide is incredible. While it’s seemingly tough to determine the value, the reality is that it’s eas
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 nam
“When death cometh calling, it cometh not empty handed, it also brought the pink slip.”I think this is the remark of a person who did not even care to read the signals regarding his impending layoff. Even though I am not suggesting that he doesn’t deserve to continue in his job for some reason, we can’t forget the body blow that job loss delivers.Events Leading Up To LayoffsYou can’t expect the sequence of events to be long enough for you to notice that something is brewing. The timeframe could be very short or your name could be added
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 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
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