Commercial Writing and Creative Collaboration

Fresh ideas can make the phone ring

I’ve been an outspoken critic of advertising that has no message, ever since I got into this business over 25-years ago. We often see a mishmash of irrelevant graphics, paired with insubstantial copy that leaves the potential customer with a dumb grin and a question mark hovering above his head. This is budget wasting to the nth degree. Another budget waster (albeit less contemptible) is the timid marketer who is afraid to try new things. These people seek to create marketing tools that look, act, and sound like everyone else’s. This is not a profitable strategy.

When you’re creating your next marketing message, don’t be afraid to try new ideas. Use humor. Use story. Use friendly, punchy language that the average human can relate to. Be different. Be colorful. Discover a new way to tell your story. Test new approaches against each other. Guard against using the same old tired style that you’ve used over and over again. Look beyond the worn-out model that’s been the standard in your industry for too long. Invent something new that will make you stand out. I’m not suggesting that you abandon my beloved Make Messages That Matter principle; but I am suggesting that by being less conservative in your message making, you will win greater recognition, a more attentive readership, and growing sales.

Back to marketing basics

"A flood of data should never be allowed to wash away your common sense and your feeling for the market." -- Jack Trout

New scriptwriting project for railroad company

Caution: Unabashed self-promotion
I just agreed to write a new video project for CSX Transportation. CSX is based in Jacksonville, Fla., and is one of the nation's leading transportation companies, providing rail-based transportation services.

I'll be writing the script for a short (8-minute) video that will focus on holiday safety for office workers. The video will be produced on DVD by Spectrum Films, also of Jacksonville, FL. Spectrum Films is a film, video and interactive production house specializing in broadcast and corporate programming and communications.

I've been writing for business for 25 years--online content, video, direct mail, brochures, white papers, trade articles, presentations and more. If you'd like more information on how you can tell your story simply, clearly, and persuasively, please send me an e-mail today. Let's create a message that matters for your business.

Marketing communications 101

Times are tough.
Times are terrible.
This is not the time for hardcore, in your face selling tactics.
Do this instead.
Get back to basics.
Join the conversation.
Don’t be a bore.
Say something that resonates with your audience.
Follow up appropriately.

 

Never walk the plank, never

Okay! This is what I've been saying. (on Twitter and Plurk)
Seth speaks the truth...  don't give up now. And don't procrastinate. Start that new business, or launch that new marketing campaign! Today! The time will never be more right.

David Ogilvy spoke about copywriting often

What David Ogilvy said about copywriting many years ago still applies today. Here's just one golden nugget.

"Copywriters who believe they can tease readers into an advertisement are throwing money away. Blind headlines that require reading of the copy to decipher them don't work. Some copywriters write tricky headlines. This is a sin.  Go straight to the point.  Be specific and factual."

My two-cents: Copywriting should be...

• clear not confusing.
• authentic not unreliable.
• cogent not wishy-washy.
• direct not meandering.
• simple not complex.
• succinct not verbose.
• organized not inefficient.
• engaging not boring.
• targeted not aimless.

Easy reading, captivating language, plus the information to make confident decisions, is damned hard writing. Who's writing your marketing materials? There are many excellent copywriters in the marketing industry, and they're all better than your cousin with the English degree.

Jerry Seinfeld, Bill Gates talk about nothing

How about that first Microsoft ad? See it here. Does it make sense to you? It's either the beginning of a story, or a big waste of money, or both, or neither. It was expensive, you can be assured of that. My guess is they want Gates to look like the absent-minded sage. They'll build on that story until what? Will there be an episode where Jerry does a stand-up routine? Will that really work? Maybe I'm wrong. I don't think anybody gets it... yet. How many millions will they burn through before someone actually catches on--you know, that aha! moment? Why Jerry anyway? Notice the baggy seat in his jeans? What's THAT supposed to mean? And Bill's jiggle of the tush--oh please. I'm glad someone else has thought this through already--now I can just forget about it.

Is your audience hearing what you're telling them?

That is such an important question.

Because, often marketers get complacent. They go along, day-to-day, creating marketing messages and assuming that everyone knows what they're talking about. But do they? Is the real message getting through?

Remember Joe Cocker? Okay, well anyway, back in the day he was quite a popular entertainer. Watch this video clip on Frank Martin's blog Marketing Magic. It illustrates how many marketing messages today get lost in the translation. It's entertaining. It's absolutely hilarious. And it drives the point home.

When you're making messages that matter, be sure to ask someone if they get it. It could save you a lot of disappointment. 

Humans are not cattle

They’re intelligent, emotional, and interested in products and services that improve their lives. If you have that product they’re likely to start a relationship with you; but their capacity for trust is paper thin.

You have to become the person you’re talking to. It is essential to stand in their shoes when you create your marketing messages. Your audience wants to know that you understand their problems. So be sure the hostile imagery of “exploiting our target audience” doesn’t spill into your marketing message. Why not speak to these fellow human beings in ways that touch them intellectually, emotionally, and connect with their powers of discernment. It’s time to offer-up some substance. Your audience demands it. You owe your reader something for the attention he or she is giving you.

The world needs better marketing tools

There are two fundamental reasons why we should strive to create the best marketing we can.

1. To introduce great products to more people faster.
2. To bring an early demise to crap products.