, , , , , ,

G is for Great Writing

Connecting emotionally with your audience.

photo 1What makes the difference between an uninspired headline and a great one? Emotional connection. If you can evoke emotion from a reader, that means you’ve captured their attention. If you’ve captured attention, you’re much more likely to get the type of reaction or response you’re going for. The thing is, lots of clients hesitate to use emotion in their marketing messages. Maybe they think it lacks polish, is too out there or too risky. There are lots of ways to say the  same thing, but changing the words can make all the difference. Take a look at this video from UK content developers, PurpleFeather.

If your copy doesn’t evoke an emotion, it fails to really connect with the reader. So many ads and marketing messages miss the boat by simply stating the obvious. (I’m blind. versus It’s a beautiful day and I can’t see it.) (Or, We sell Widgets. versus  Our Widgets Will Make You Sing.) Sometimes a client will argue that we’re speaking to engineers or contractors or some other narrowly defined demographic where emotion doesn’t ‘apply.’ And I always say, engineers  (or whomever) are people too. We all have hearts, we all feel things and the best brand advertising and marketing makes you feel something because of great writing. No matter what you’re selling.



A is for Advertising

Print Advertising Is Not Dead.

Untitled19With all the marketing and social media options available today, many people and marketing pundits are advocating that traditional print advertising is becoming obsolete. Shame on them! Advertising is still one of the best ways to shape your message and support your brand. A good strategy at the local and regional level can really boost sales for small and medium sized businesses and professional services organizations.

A good ad — one that makes an effective impact — has a strong headline, utilizes well-written supportive body copy and incorporates a clean, inviting design. So many ads today are created by the media outlets and sold as a “value-added” bonus as a way to boost ad sales. I say there is very little of value when your ad consists of your logo as a headline, a list of what you do, and your address. Where’s the message? Where’s the emotional appeal to your target audience? Knowing who you’re trying to reach is so important when you’re vying with so many other media messages. You simply have to be relevant. Good Advertising is an Art, not something you just slap together because you know how to use a design program.

So while I truly believe that print advertising still holds a solid place in any good marketing strategy, it has to be well crafted. And, ideally, your print advertising is conceived as a campaign with a single minded focus to each ad and an overall objective or goal for the campaign. So, before you ask your local paper or magazine to create a “one off” ad for you for free, make sure you give some thought to what will resonate best with your target audience, and how you can inspire them to take the desired action you’re seeking.

Better yet, find a really good strategic agency with a strong creative portfolio. That’s a sure way to bring your advertising to life.