Commercial Writing and Creative Collaboration

Marketing as if it mattered

I’ve been in this business a long time, and I can’t count the times I’ve heard people who should know better say things like: "...the copy’s not that important, no one reads this stuff anymore."

Unbelievable, but true! Companies continue to throw good money after bad creating new marketing tools that they don’t think anyone will read. So what’s the end result? You can see it all over the Internet. Websites full of inappropriate bells and whistles. Websites with extreme design, and so much superfluous content a visitor doesn’t know where to look first. Websites that will test your patience and your sanity. Websites that do little for bottom-line results.

When a marketer discovers that no one is reading his marketing message there’s only one reason: Nothing has been said that the audience can relate to. How does this happen? One way is: copywriters write marketing messages to suit managers, rather than the needs of the target audience.

Human beings have a built-in monitoring system. We tune-out the monotonous, ill conceived, misdirected clutter that accosts us moment by moment in our daily lives. We neutralize the useless and confused, and integrate into our conscienceness that which has purpose to us as individuals.

Imagine the potency of a marketing message that offers value. If your marketing messages became a source of timely, reliable, valuable content, you’d have readers, listeners, responders, and quite possibly the beginning a beautiful relationship.

Today, think first about content

In these times of market uncertainties and geopolitical frustration, the marketer’s mantra should be: Get back to basics! Too often we see marketing tools that dazzle the eye and sizzle the senses, but leave us with no message. Customers today are edgy, and with a splintered attention span, but they are a savvy lot. They require real information to make important buying decisions. Too much information can overload the senses. Too little and you’ve created no desire. Ask yourself...

* What is the real message I want to deliver?
* Does the copy deliver that message with brevity and clarity?
* Will these words connect on an emotional or intellectual level?
* Are my graphics relevant to my message?
* What do I expect this piece to accomplish?
* Have I provided the right stuff to make that happen?

Answer these simple content questions for every marketing tool you create and your reward will be improved bottom-line results.