Category Archives: Copywriting

Who Says You Aren’t Creative?!?!

Posted on by
Reply

dreams

About once each year, I have one.  It sticks with me for days and each time I have one, I think I have the genesis of the world’s greatest novel.

I am talking about those epic dreams that are so intricate, so detailed and so vivid, that I am sure it has the makings of that novel that I always wanted to write.

I have oft told friends and associates who didn’t believe they were very creative to tell me about a dream they had this week.  Now tell me you aren’t creative!

It has never ceased to amaze me how our brain takes little snippets of events, things we say, things we do or see, and molds it into some kind of out there story with more twists and turns than an Agatha Christie “who done-it”.

Having worked in the media and advertising for most of my life, being creative was an everyday need.  Some days are better than others, but every time I think I am stumped, I remind myself about those dreams, and I know that the right idea is in me somewhere.  And the nice thing is that ideas don’t have to be bound by what you have seen or heard in the past.  It can literally be anything.  It is absolutely true that there are no bad ideas.  Some of the best commercials I have ever heard started with some of the cuff quip by someone in the room, that may or may not have been on topic, but it sets of a chain of thoughts with someone else, then another picks up on it, and before you know it, we have the foundation of a great theme or idea that will help make one of our clients a lot of money.

Those dreams are amazing because while they are most often pretty out there, they usually have a foundation of truth…..what you are happy about, what worries you, or what is on your mind during that time.  They speak to you because they are really about you.

Wouldn’t it be great if your ads did the same thing to your prospects?

Think about that!

The best ideas, and ads, are truthful and honest.  Be truthful and honest.

Advertising Your Customers Will Notice!

Posted on by
Reply

advertisingideas

When talking with clients about what we are going to say in their ads, one of the first questions I ask them is, “Why should I shop here?” And then I tell them that they can’t say because they have the best prices, best selection of product, or best customer service. You would be amazed at how many cannot give me a good answer.  They go on and on about service, price, selection, 20 years in business and all the other things that all of competitors are saying too.

Then I give them a challenge. Before our next meeting, I ask them to put a note pad beside the phone, and write down what callers are asking for or about when they call or come through the door. What problems do they have? What kinds of things are you delivering, and which ones are you not currently offering or providing. Why did they contact you? And I ask them to do the same with website comments, and if they have field staff, have them do the same thing.  And this, by the way, is for both positive and negative comments and questions.

In those questions and comments, you can discover what your customers are REALLY looking for, and what is important to them. And it may not be what you think. Business owners often get so caught up in what they think is important to their customers, that they don’t take the time to find out what actually is important to them. Believe me, they will tell you. But, it may not be obvious at first, and it will take some practice to catch the nuggets of gold.

When I owned a service business, we made appointments with a two-hour arrival window.  But rather than leave customers afraid to go to the bathroom for two whole hours in case we showed up, we called our customers prior to the arrival window and told them when we would be there. And we kept them up to date if anything changed. Many could stay at work longer or spend more time doing what they wanted to do, rather than sitting at home waiting for us to arrive. On the very rare occasion that we were late, they got an instant discount, without having to ask for it. We did the job well too, but really, that is the price of admission. Customers expect you do be professional and do the job right. This shouldn’t be what you hang your marketing hat on. I can tell you that this approach went a long way in building a 97% customer satisfaction rating. You see, we knew that they wanted the job done right.  But we also listened and realized that they also wanted us to show up on time and respect their time. We did, and we won many, many loyal customers.

Listen to your customers. They will give you all the ideas you need for your marketing and advertising campaigns.

Friendly Knowledgeable Staff….Yawn!

Posted on by
Reply

staff

You’ve probably heard seen it in many radio, TV, and print ads.  A business boasts about “ample free parking” and “friendly knowledgeable staff”. You might have also heard that a business has the “best selection” or the “lowest prices”.

As an advertiser, if you really expect people to react to your advertising, you must do a lot better than this.  I’ve got some news for you – having good selection, friendly and knowledgeable staff, and competitive pricing is the price of admission.  People expect good service.  They expect knowledgeable staff.  They expect a good selection.    These are not things that make you different -they are things that make you the same as all the others.  If you can’t come up with more reasons and better reasons for people to come to your store, you’re doomed.

I always ask my new clients why I, as a consumer, should do business with them.  Almost invariably, they start spewing off about the things that I’ve just mentioned.  They almost never give me really good reasons to do business with them and why they are really different, and what they can do for me that perhaps their competitors cannot.  In many cases, I could ask the exact same question to their competitor, and get the exact same answers!  This, clearly, is not the foundation upon which to build a strong advertising or branding campaign.

This is when we’re really start drilling down and uncovering the unique aspects of their business.  It usually doesn’t happen quickly, and in fact, can take several meetings to accomplish. We are looking for something we can hang our hat on for the business.  The un-shakable thing that is non-negotiable about how they do business.  Sometimes, we don’t find one, and have to develop one.  But usually, it is there, hidden and buried behind all the clichés and mediocrity of their previous advertising.

Here’s a hint on how to do this effectively:  Start with the truth. What is your unique story?  Did you get into business in a different way or for a different reason than your competitors?  Do you carry products that your competitors don’t?  Do you have a guarantee that your competitors don’t?  Can you effectively solve the problems that your customers have – and how?

Too often businesses try to be creative for creative’s sake when building their advertising. While being creative can get attention, your customers are more interested in what you can truly do for them, right now, than the color of paint you use to illustrated it.

Very often when my clients and I get discussing their history, passions, and trials and tribulations of their business, some absolute gems are uncovered that we can build and advertising and branding campaign from.  Truth sells.  Fluff doesn’t

One other note, don’t be afraid to be bold. Take a stand. Establish a good staff, good pricing, and great selection – but then, put a cherry on top!  Make a promise that if you’re late for your service call, it is free, regardless of the reason.  If it breaks, fix it.

These things people remember.  These things bring people back.