Marketing Power

Why do some ads fail, while others succeed?

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 09 Apr 2013 17:19:00 +0000

Why do some ads fail miserably, while others bring amazing results - and profit?

Have you ever wondered why some ads bring absolutely nothing? Wouldn't you like to know why? And wouldn't it be nice to know what the profitable ads have in common?

It's simple. Follow the proven rules of success.

There are rules that apply to good advertising. If you follow these rules when creating email blasts, print ads, and web content, you will find success. Failure to follow these rules will result in ads that don't work; Advertising that costs more money than it generates. The result will be epic failure and major frustration.

I'll briefly cover the major elements here, but as always, if you have questions, comment here.

1. Make Good Use of Your Headline

Your headline must draw the reader in. Include your strongest benefit. Use powerful words. Test. The details of writing good headlines are on my blog. Click Here to read more.

2. Use Body Copy to Build Your Case

Once your headline gets your readers' attention, you have an opportunity to close the sale. Don't be afraid to use your ad space to sell. Afterall, all good "advertising is salesmanship".(Claude C. Hopkins)

Explain how your prospect will benefit from your product or service.Explain why. Back up your claims with facts. As much as space allows, tell your product story.As you do this, never forget the question that is in every prospect's mind: "What's in it for Me?". You must answer this question or you won't sell a thing.

3. Make Good Use of Your Graphic Element

If your product can be depicted with people using, enjoying, and benefiting from it, do so. This is always better than a static product shot. Here's a great example of the powerful use of a graphic.

NOTE: You do not necessarily need to use a photo or graphic. Make this decision after careful consideration. Can words convey the strongest benefit better than a graphic element? Or will a graphic do this more powerfully? Don't assume you need a photo!

4. Ask for Action

If good "advertising is salesmanship".(Claude C. Hopkins, think about this:A competent sales professional wouldn't end a presentation without asking for the sale. Nor should you end an ad without asking for the sale. What do you want your prospect to do next? Go to your website? Order by phone? Order online? Request a quote? Send in a reply card?Whatever you'd like your reader to do, tell them.

5. Make it Trackable

Finally, the only way you're going to know how your ads are working is by tracking the results. By coding phone number extensions, email addresses, web landing pages, and utilizing web analytics,you can plan and track everything you do.Set up tracking and test different elements of your ads.

Create different versions of your ad where you change one thing at a time: the headline, the body copy, the call to action, the photo. By doing this and tracking the results, you can refine your ad to the point of high profitability - and you'll have a repeatable success!

Interested in more? Download the FREE E-Book, Scientific Advertising, by copywriting legend, Claude C. Hopkins.

Details Sell. Get specific in your ads.

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Mon, 08 Apr 2013 16:40:00 +0000

Details Sell

Include details and specifics in your ad copy, and you'll sell more product.

Ivory Soap did a very smart thing when preparing ads to promote the purity of their product. Here are some headlines they could have used:

Pure and Simple

(Nice, but too generic.)

Clean and Pure

(Still too generic, too general.)

The Purest Soap on Earth

(A bit hard to believe.)

100% Pure

(Getting closer, but not specific enough... not believable.)

Now, look at the line they DID use...

"99 44/100% Pure"

99 and 44/100% Pure is very specific. It is also believable.

Be as specific as possible in your advertising. Give details. This will lend credibility, make your claims more believable, and ultimately, sell more of your product!

Why didn't that Ad Work?

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 29 May 2012 15:16:00 +0000

Why didn't that ad work?

I have heard the following comment - more times than I can count - from clients I've worked with since I began as a copywriter in 1993...

"We tried that publication / station / website / medium before. It doesn't work for us."

My response is always questions. Plenty of questions...

"What was your message? Did it include a compelling offer?"

"What headline did you use?"

"Did your ad include a powerful call-to-action?"

"When was that?"

"How many times did you run?"

"How did you track results?"

You see, to write-off a certain medium after "trying it once" could cost you. Without even knowing it, you may not have put your best foot forward. Therefore, you could be blaming the medium, when it was your message that hurt your response rate.

Several elements contribute to the success or failure of any marketing effort. You can read about this in detail, in my Marketing Success Formula, but here's the gist:

1. Product - Examine your product. Is there enough need or want (demand) for it? Is it priced so that those who want or need it can also afford it? Does your company name already carry a high value?

2. Prospect - Who will you send your message to? Are there enough people who need, want, and can afford your product?Is there an affordable way for you to reach them?

3. Message - This is what you say and how you say it. How's your headline? Does it feature your product's strongest benefit? Does it speak the language of your target audience? Look for major mistakes, like featuring the name of your company, instead of a strong benefit. Scrutinize your message and make sure it does a strong selling job.

4. Medium - How will you get your message to the right prospects? What magazines do they read? Which cable networks do they watch? Which websites do they frequent? Can you afford the best possible medium or multiple media to reach your best prospects?

So you see, there is more to consider than just the medium. Aside from which trade publication you used, there could be other reasons your ad didn't work. Be objective. Get some outside input. Make sure you've put your best message out there. And, by all means, set up tracking devices so you can test ads, media, and offers. Then, and only then, can you make informed decisions that are based on FACT, not feeling.

To do a bit more (fun) research and see ads that have worked over time - and why they worked, take a look at my "Lessons from Vintage Ads" slide show.

This Print Ad Does It All

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 27 Sep 2011 17:37:00 +0000

I love this ad!

Let me tell you why.

First, take a look at it:

Let's talk about the Graphic: It's fantastic! It does everything a graphic image is supposed to do for a print ad:

1. Grabs attention. I was driving one day and my 15 year-old daughter was sitting beside me, thumbing through my favorite magazine. Suddenly she started laughing. Then she said "Cool!" Well, I just had to know what got her attention. Turns out, it was this ad. The graphic image had done its #1 job.

2. Conveys product benefits. Look at the chair. it's an attractive chair. And it's bathing itself! So, we know ~ just from the graphic ~ that this furniture is completely washable. I asked my daughter what the ad was conveying. She got it. The image has done its #2 job.

3. Is memorable and creates dialogue. When we got home, we showed the ad to the rest of the family. And now, I'm showing it to you. We definitely remembered it. And yes, it created dialogue! Job #3... check!

The Copy: It's solid. Starting with the headline, which incorporates the product's two key benefits: beauty and cleanability, and flowing into the body copy, which speaks plain english, using terms we use ourselves. Here's a taste of the body copy: "Its beauty, undeniable. Its cleanability, unmatched... you will no longer have to worry about spills or stains, indoors or out." There's a 5-year warranty. The copy lists the web address, for those without Smart phones. AND they have placed a QR code in the ad.

The QR Code: It takes us to a MOBILE-FRIENDLY landing page that is simple and easy to read ~ without any zooming or scrolling. There we have three options: Cleaning. Warranty. Where to Buy. This page was minimized from the advertiser's home page, to make it Smart phone friendly. Smart. Very smart. It amazes me how many advertisers use QR codes, then blow it by leading to a page that has not been developed for easy viewing on Smart phones, or that land on a general homepage, expecting the reader to search out the product that prompted their response. Not gonna happen.

Once you get to the landing page, the graphics, navigability, and copy do not disappoint. ..."The days of 'No eating on the sofa!' are over." Great copy. Nice integration, print to mobile, to web.

I love finding these what-to-do examples! They allow me to let my positive side out. Great job, Sunbrella!

What We Can Learn from David Ogilvy's Famous Ad

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Wed, 31 Aug 2011 16:32:00 +0000

"At 60 miles per hour the loudest noise in this new Rolls-Royce comes from the electric clock."

This headline, written by advertising great David Ogilvy, is probably the most popular headline ever written for the automotive industry. Following the headline is a half page of copy, equally informative and compelling. The full ad is below.

A study of this ad reveals that - for a car ad - this copy is long. In fact, the headline would be considered long by some. But the copy is so packed with benefits, interestingly written, that any readers with an interest in the subject can't resist reading the entire thing. The copy answers just about every questions that could enter the mind of a reader. Ogilvy did a great job of anticipating and answering those questions.

It started with research.

This brilliantly written and historically effective ad was created after Ogilvy had done his research. The facts shared about such things as engineers listening for motor whine with stethoscope, could only have been discovered and shared after spending some time interviewing the quality control engineers. Time spent researching is never wasted. It's vital to the writing of ad copy that sells.

Not creative. Not funny. Just effective.

This ad is not exceptionally creative, or funny. It just does its job:

1. Get the attention of the right audience.

2. Draw that audience in with compelling subhead and leading paragraph.

3. Keep readers involved, giving them facts that answer their questions.

4. Ask the reader to take action. (Ask for the next step in the sales process.)

Whoever is writng your copy - whether online or offline - it pays to be certain that sufficient research is done, and knowledge is openly shared from your team. And control your desire to be clever or funny, or brief. It's tough to pull off clever and funny without falling on your face. And brief? Well, your response rate will suffer if keeping it brief is your focus.

Lessons from an advertising great who succeeded because his clients succeeded. My favorite kind!

You Gotta Have Heart - in Your Marketing

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Wed, 03 Aug 2011 16:40:00 +0000

You've Got to Have Heart in Your Marketing

Heart? Yes, heart. Oh, I don't mean that your ads need to be sappy sweet. No, you do not have to feature the elderly, children, and puppies in all your advertising messages. I simply mean that, as much as possible, you should let your heart - your passion, your "reason for being" as a business - come through in your marketing communications.

But What About the Facts?
Facts are often necessary to complete your message. How many, and how detailed the facts need to be depends on your product, and on your prospect. Engineers, for example, want more detail than creative types. It takes more information to sell a software program than it does to sell ice cream. However - no matter who you're speaking to, facts alone will not move people to your side. Even when selling to detail-loving engineers, you've still gotta have heart!

Stories Sell

In order to convey your heart as a business, try telling stories. How did your company begin? Why? What was your dream? What is your passion? Listen to this heartfelt story from Ben & Jerry's Ice Cream It's their company history, told in story form. You can do this too.

Whether you're selling software, or ready-to-wear, ice cream, or ice melt, you have a story to tell. Just make it human. Keep it flowing. Show your heart for your business, and for your customer. And you'll move more prospects to action than you could ever do with mere facts and figures.

Here's a Vintage Ad Slide Show I created to help convey this, and other vital marketing lessons - all in a quick 2 minutes!

Why Doesn't Your Marketing Work?

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Fri, 22 Jul 2011 14:03:00 +0000

Why doesn't your marketing work?

I don't know. But I can help you figure out why. I have narrowed down the analysis of every marketing effort to a simple formula. I call it my Marketing Success Formula.

To every marketing effort there are four elements:

1. Prospect 2. Message 3. Product 4. Medium

The formula goes like this: P x M x P x M = MSP (Marketing Success Prediction)

You can read about my Marketing Success Formula in greater detail here:

http://www.marysweeny.com/Marketing-Formula---Try-it-.html

You can jump on opportunities, but do not jump to conclusions. The point I want to make here is that you need to be careful about jumping to conclusions when trying to figure out why your marketing isn't working.

Yes, the medium you tried (radio, TV, web ads, etc.) could have been the wrong choice for you, but - the reason for your ad's failure could have been the message. Was it written well? Was it written to the audience that uses that medium? Did the graphic help grab the attention of the right prospects? Was the offer strong enough?

Find the real place for blame. Too often, I hear decision-makers say things like: "We tried social media, but it didn't work for us." or... "We tried cable, but it just wasn't right for our product." But, after several questions, it is revealed that the medium was being blamed when the problem was with one of the other elements. For example, the ad that was run was poorly written, designed, or produced, or the social media effort was haphazard.

Look at the whole picture. When examining why an ad, email campaign, or sales letter failed, look at every element. Scrutinize the message. ( This blog contains many real-world examples of how to do this.) Examine the media. Did you reach the RIGHT prospects for your products? Is your product as strong as you thought it was?

Only then can you make solid decisions on how to move forward with your marketing.

The Synergistic Power of Integrating Your Marketing and Advertising

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Wed, 01 Jun 2011 16:33:00 +0000

Synergy is a familiar concept in life. When applied to your marketing and advertising plan, the synergistic power of integration is profitable!

Are you running print, broadcast, or outdoor media campaigns?

If so, your Facebook page should be referenced, with the very familiar "Like" button. This (almost) goes without saying. But integration means so much more...

But beyond that, are you integrating your current campaign with your social media pages?

What I mean is, if your campaign introduces a new product or special offer, will your fans find any reference to it on your Facebook page and within your tabs? If you promote a coupon, will they be able to print it from your page?

Whatever it is your campaign is promoting, ought to also be promoted on your social media pages and profiles. Otherwise, if social media is your prospects' medium of choice, you may lose traffic to your competitors who have discovered the power of integration.

Harness the power of integration! Make sure your promotions run throughout your marketing and advertising. Blogs, websites, social media, and all off-line media as well.

Have you done this successfully? Tell us your integration success story!

Marketing Murder in Print - Your Ad Must Look the Part

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Wed, 19 Jan 2011 15:05:00 +0000

Make sure your graphics HELP convey your message.
This one fights the advertiser's image, message, and purpose.

Take a look at this ad. Now quick - what do you think it is for?

This ad is for a very reputable assisted living and long term care community. I've seen - and appreciated their other ads. But when I came across this one, I had a single thought: "What were they thinking?!"

When you see this ad, what do you think of? Does it conjure up thoughts of a warm cozy residential facility where someone else takes care of snow removal? I think that's what the advertiser wanted us to think. But this ad falls far short. And it falls short on a few counts:

1. The headline. "Come in out of the Cold." What? But I'm not homeless. Oh - you meant... if I'm shoveling my own snow... now I get it. Clever headlines can bite you in the other end. Often, clever headlines require too much thought. Frankly, readers are not in the print publication to read your ad. They will not take the time or effort to figure out what you meant.

2. The subhead. "Get 50% off on a 2-week stay." Sounds like a hotel or resort deal. Not what I'm expecting from an assisted living community. I'm not saying they shouldn't offer this deal. I'm just saying they need to make their case, then explain the deal. What is your community all about? Why would I even want to stay there?

3. The photo. Is it just me, or does this guy look homeless? Wouldn't the point that you don't have to fight with snow shoveling if you live in the advertiser's community be more dramatically made if the guy was bending over, holding his back, snow flying in his face? And what if a person was sitting inside the warm, cozy community, looking out the window while this poor guy was shoveling snow? A much more powerful graphic, in my view.

The advertiser's name, address, etc. was at the bottom of the ad, but I don't think many readers got that far.

Always write your headline to grab the attention of your target market while conveying your strongest benefit. That is what will motivate them to read further.

It's a shame when a good organization commits marketing murder. Wasted money, time, and effort. And sometimes, the advertiser's reputation can be harmed. Be careful. Follow the proven rules. Avoid committing the crime of marketing murder. And enjoy profitable marketing and advertising.

Twas the night before Christmas

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 21 Dec 2010 04:58:00 +0000

My son Tyler... likes to support the underdog!

A Marketers' Christmas

Twas the night before Christmas, and all through the web,
Business people were scrambling, to keep their goals fed,
They've posted their ads, the best that they can,
But what of the ones who moved without plans?

Do they know which ads worked? Do they know which ones flopped?
Do they know which ad copy will their sales records top?
Did they set up a tracking code in every single ad?
If not, their next choices could really be bad!

It is simple, really, it just has to be done,
When you do the right thing, the ad game can be fun!
So be sure every ad is the best it can be,
Then at end of year, you will be filled with glee!

From your headline, to your subhead, to the full body text,
Remember, tell readers what they should do next!
Give them numbers, web addresses, and text options too,
So they can decide how to order from you!

Writing solid ad copy that sells product for sure,
Planning, budgeting, strategy, yes - even more!
This is what I just love, it's my passion, you know,
To create ads that sell, that are not just for show!

As the big day draws near, as you wrap things up tight,
I say: "Merry Christmas to you, and to you a good night!"

What? No graphic in this ad?!

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Fri, 19 Nov 2010 16:08:00 +0000

Can an ad with all text and no graphics work?
You bet it can!

In my last post I showed you can ad that didn't require a single word of copy. The photo said all that needed to be said - and it did so more effectively than any words could have. Now here's an ad that doesn't need a graphic to get the job done. It's well-written, so the words do the job.

The copy written for this European coffee (Costa) print ad is excellent! It's fun, creative, entertaining, and most readers can relate to it. Too bad the designer set the text in all caps...

Between the all caps font, and the shaded background, this well-written text is difficult to read.

Text set in all caps has its place - if used sparingly. But to set full lines and multiple sentences of text in all caps is overkill. It's difficult to read, at best. Unreadable, at worst. We are not used to reading all caps. We're used to the standard upper and lower case font, with new sentences beginning with a capital letter. Our eyes and brains are forced to work harder to read all caps in length.

So, despite the fact that this Costa Coffee ad is very well written, it was most likely read through by a very small percentage of readers. Sad. For, if you are one of the readers who makes it through the last sentence, you're going to want some of that "incredibly rich flat white coffee" and you're going to want it to "surge through you like the smoothest, most velvety homing missile known to man"... and soon!

The lesson: While writing effective copy is vital, it is just as important to make that copy visually easy to read. Easy on the eye. Easy on the brain.

So, once you've written - or paid a professional to write - that amazing copy, don't blow it in the design stage. Set your text in sentence-case, select a font that is easy to read, allow some "air" (white space) around your text, and reap the rewards of an ad well-done!

One of the Best Ads I've Ever Seen... and Not a Single word of Copy!

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 16 Nov 2010 17:42:00 +0000

I couldn't resist.
I know. It's hard to believe that I would post this wordless ad on my blog, but - the photo is so powerful, it simply doesn't need copy.

When you can come up with a graphic that conveys the main benefit of your product, use your ad space for that graphic. CAUTION: It is very rarely possible to accomplish this, so be careful. Be certain that words are not necessary, as in the Bose Noise Reduction Headphones ad, below.

Take a look. I think you'll see what I mean...

Great ad, isn't it? There are two reasons for this ad's effectiveness:

1. Obviously, it's a great concept.

2. Bose is very well-branded.

CAUTION #2: If your brand isn't as well-known as Bose, this approach is a greater risk. It may take some solid copy to convince readers of your credibility, and to make it clear what you're selling.

It works in this application! And I think it's one of the best ads I've ever seen. Congratulations, Bose!

Do you believe me?

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Wed, 10 Nov 2010 17:00:00 +0000

Just because you're telling the truth, doesn't mean people will believe you.

I know. It's frustrating. You have a story to tell. And you tell it accurately, truthfully, without exaggeration.

Yet... people are cynical. They don't necessarily believe your sales and marketing messages. They have been burned before. Haven't we all? Come on, we all know it. There are businesses and business people out there who are willing to fudge the facts, stretch the truth, even flat-out lie, in order to win our business. And these unscrupulous people make it much more difficult for us to gain credibility in our sales and marketing. These people create the cynicism we honest business people deal with every day.

What can you do?
You can be sure that, when you prepare a sales or marketing message, you state facts, give statistics, be specific, and use customer testimonials whenever possible. In other words, do everything you can to build credibility. And don't resent your prospects for doubting you. Expect it. Prepare for it. And address their skepticism head-on.

Here's an example...

I love vintage ads and the lessons they can teach us! My favorite resource is: VintageAdBrowser.com On this wonderful site you can search by company, topic, industry, date, or product. Try it! I think you'll enjoy the journey down memory lane.

Okay. Back to the marketing lesson. This 1965 ad for Parker Pens, is a great example of detail, and the use of testimonials to build credibility. The headline is a solid curiosity headline. If you appreciate a quality pen, you'll want to find out why this pen does inspire testimonials.

1. The photo is powerful, as it features the product, and a HANDWRITTEN testimonial.

2. The body copy shares DETAILS, and some of the things Parker customers appreciate about this pen.

A full page ad... to sell a PEN? Absolutely! This pen, in 1965, remember, costs $25. They tell us so in the very last sentence. Crazy to tell the price, right in the ad? No. It's not crazy, it's smart. By now, if I've followed the headline into the body copy, and through the entire 1/3 page of copy, I am a solid prospect for this type of pen. And sharing the high price tag is an act of confidence, pride even. And confidence is vital in sales and marketing - if you expect your prospects to have confidence in you.

Believability is a challenge in sales and marketing. But it is achievable. Here's how I have found it can be accomplished, in a nutshell:

1. Provide details.

2. Include specifics. Numbers, percentages. (99.9% is more believable than 100%)

3. Give lots of facts. Don't be afraid of long copy. Just break it into short paragraphs, use subheads, and make it interesting.

4. Use testimonials with your customers' names.

5. Don't act like the price of your product is something you're ashamed of.

6. Welcome questions.

7. Don't assume people should trust you. Assume they don't - then set out to prove them wrong.

Marketing Lessons from Corporate Meetings, Part 3

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 26 Oct 2010 20:29:00 +0000

Marketing Lessons from Corporate Meetings, Part 3

How many times have you sat in a business meeting thinking, "I'll bet there's a lot I can learn from this!"

Doesn't happen every day, does it?

I'm suggesting that you change your perspective. In this series, I will recall some of my favorite "corporate meeting memories", and the lessons I've learned from them.

Lesson #3

Making others look good can make you look even better!

Have you thought about this? First, let's look at the negative side of this lesson.

You're in a meeting. Someone has done a fantastic job on a project. That person is not in the meeting, but his supervisor is. In the meeting, that supervisor receives several complements on the project. The supervisor glows, as she listens to all the kudos. "Thanks," she says, "I worked long hours on that! I thought about doing it another way, but I'm glad I decided on this way. I... I... I..." You get the picture. She had a golden opportunity to pass the credit on to her team, but she blew it. Instead of giving credit where credit was due, she took all the credit for herself.

Here's a question: Did she make herself look good by taking all the credit?

Now, let's see how the situation could have gone... What if, when receiving all those kudos, the supervisor had made her teammate look good? What if she had bragged on him, agreeing about what a fantastic job was done on the project? Don't you think that supervisor would have made herself look good, by making her teammate look good? I do. People who brag, grab all the credit, and give no credit to others, do not build themselves up. These people actually end up looking worse; desperate, even.

Now here's the marketing lesson.

In the marketplace, all businesses have opportunities to build up other businesses, both in their own industry, and in other industries.Think about trying some of these contrarian tactics: Recommend a similar business that happens to specialize in an area you're only familiar with. Forward social media posts that impress you - even if you'd consider the poster a competitor. Foolish? I don't think so. But that's your call. The way I see it, none of us can be all things to all people. We each have something - an area within our business or industry - that we're better at than most others. If we're confident in that fact, we'll have no problem complimenting, helping, encouraging - even recommending other professionals whom we respect.

I realize this is an individual decision. I also know that some who are reading this see this approach as foolish. All I'm doing here is sharing my own thoughts, formed by my own experiences. What do you think?

Marketing Lessons from Corporate Meetings, Part 2

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Fri, 22 Oct 2010 11:57:00 +0000

How many times have you sat in a business meeting thinking, "I'll bet there's a lot I can learn from this!"

Let me guess. Never?

I'm suggesting that you change your perspective. In this series, I will recall some of my favorite "corporate meeting memories", and the lessons I've learned from them.

Lesson #2

Listen more than you talk.

It's not uncommon in a business meeting for one or two people to talk more than the other four to six people in the room. These people are usually striving to prove that they know more than the rest, contribute more, and are more valuable. This kind of person usually says more than they need to; more than they should. In extreme cases, these people come across as a bit too desperate to prove themselves. When that happens, they're hurting, rather than helping themselves.

Here's the marketing lesson.

As businesses fighting to have our messages heard and believed, we can be tempted to fall into this trap. Talking too much. Listening too little. There is a fine line between telling your story with enough passion, facts, and evidence - and saying too much.

Spend time and resources asking your customers what they like about you, why they chose you in the first place, and how you can serve them better. Spend less time telling, telling, telling how great you are. Here's one of my favorite reminders:

"Don't tell me how smart you are. Say something smart."

Do more listening than talking. Find out for certain - don't guess - what's important to your customers. Then prove how you can provide that. Demonstrate your capabilities by providing information people can use. Gather testimonials from your customers and let them speak for you. These are much more powerful than anything you can say about yourself.

Listen. And speak only when you have something valuable to say. It applies to business meetings. And it applies to good marketing.

What do YOU say?

Marketing Lessons from Corporate Meetings

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 19 Oct 2010 16:35:00 +0000

How many times have you sat in a business meeting thinking, "I'll bet there's a lot I can learn from this!"

Let me guess. Never?

Well, I'm suggesting that you change your perspective. In this series, I will recall some of my favorite "corporate meeting memories", and the lessons I've learned from them.

Lesson #1

Everyone has an opinion. It's important to learn when your matters... and when it doesn't.

Here's what I mean. Not very long ago, I was involved in a meeting to discuss recommendations we, as a creative team, would make for a client who wanted a fresh, new approach, and a stronger image.

One of the people present made the following statement:

"I don't think social media works for businesses."

Now, this statement is nothing more than an opinion. This person is not heavily active in social media, doesn't use it for anything but personal chit-chat, photo sharing, and catching up with friends. This person has an opinion that is based on his/her own, personal experience. Everyone is entitled to an opinion.

By the way, if you want some FACTS about social media and its financial payoff for business, here's a great resource! Socialnomics.com Here's a fantastic video on Social Media ROI...

Okay. Back to the lesson. Here's where I have a problem.

When opinions are treated as statements of fact, they get in the way. Opinions are only opinions, and they should not influence business decisions. We all have opinions. That's fine, but the important thing to remember, is that opinions do not belong in intelligent decision-making processes.

Just the facts, ma'am.

The lesson I've learned over the years is that opinions should be booted right out of the meeting room! Give me demographics, test results, industry standards, competitive information, product facts, customer testimonials, data, data, data. Give me as many facts as are available on the subject. Then let's come up with a solid decision - WHICH WE THEN TEST AND TRACK!

Even the most solid decision can still be off. That's why I advocate tracking everything, testing variables, examining options. Here's the formula I recommend.

1. Research

2. Examine the facts

3. Move forward

4. Track everything

5. Test every element

6. Examine the results

7. Refine

8. Repeat

So... what's YOUR opinion? :)

A Marketing Lesson from a Ten Year-Old

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Thu, 07 Oct 2010 02:09:00 +0000

"Sometimes, the obvious is the hardest clue to spot." J.B. Fletcher

Good Marketing Requires Watching What You Say

While I was driving my ten year-old son to school last week, he said something that became a reminder of a basic marketing truth. Here's how the conversation went...

Ryan: "Mom, are suchandsuch company's phones junk?"

Me: "I don't know, Ry. Why do you ask?"

Ryan: "Because. All their commercials talk about is how cheap they are! Doesn't that mean their phones are junk?"

Me: "Well, not necessarily, buddy, but it does make you think that, doesn't it?"

Ryan: "Yes, it does."

Did you catch the marketing lesson? Ryan nailed it. As an advertiser, you need to be careful what you say. If you want to be known as the cheapest, you'd better be careful... you may also become known as the one with "junky products". And when it comes to cell phones, we don't want junk. There are just too many hassles associated with phone problems, and replacing a bad one. I know my son is observant, but if a ten year-old can pick up on that...well...

Talking price alone may have its place - if you're selling a low-cost commodity item, or if you have exactly what your competition offers at a higher price. BUT - it is a rare company that can succeed on price alone.

Think carefully before you go down that road. Be careful what you say.

Don't Be Afraid of Long Copy. It Sells.

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Thu, 09 Sep 2010 17:44:00 +0000

Long copy sells. It's proven.

Witness these two print ads.

The first was run as a 2-page ad in the New York Times. It contains 3,232 words. It worked better than short-copy versions that were tried.

The second advertisement contains 6,540 words! Look at all those words! You might think that no one would read all that copy. But those with a strong interest in the topic will read it. When it appeared in the New York Times it pulled 10,000 responses to an offer for a free booklet. The offer was buried near the end. It's safe to say that the ad got read! The headline reads: "What everybody ought to know... About This Stock And Bond Business".

And how were those 6,540 words used? To explain the "stock and bond business" in layman's terms. Details. Benefits. And proof. Lots of proof. If you're considering investing thousands of dollars, don't you want to know everything possible?

When does long copy sell better than short?

When the product requires an investment or expenditure of significance, or when deciding on your product or service requires a life change (new physician, move to a new community, etc.) or when there is personal risk involved (an adventurous vacation, a business decision that could make a person look bad in front of their boss and peers, or even a food product, because of its effect on your personal, and family health). An 800-word ad was written for margarine. It out-performed any of the short ads that had run before it.

When it comes to products and services that fall into the above categories, you have got to provide enough information for your prospect to make a "safe" decision. After studying the results of long copy for retailers, Dr. Charles Edwards concluded that "The more facts you tell, the more you sell." An ad's chance for success invariably increases with the number of relevant product facts included in the ad.

In split-run direct mail tests, long copy always outsells short copy. But - as David Ogilvy has said: "If you want your long copy to be read, you had better write it well."

And that - how to write (or recognize) long copy that will get read, and sell for you - is the topic of my next post.

Please share your own experience by commenting below: Do you find yourself reading long copy? When do you? When don't you?

Body Copy is Ready by Only 10% of Readers

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 07 Sep 2010 14:27:00 +0000

Did you know that body copy is read by only 10% of readers?

Does that discourage you? It shouldn't.

Here's why.

If you are selling lawn mowers, you have a very distinct target market. If I live in an apartment or condo; if I don't own a home, one with a lawn, I will not buy a lawn mower. Even if your headline is catchy, and your graphic is cute. I will probably not read your body copy, and I am not going to buy a lawn mower. I don't need one!

In a less extreme example, if you are selling a product that everyone wants or needs, like a television, your ad - no matter how well-written - will not be read by everyone who sees it. Why not? Well, maybe I just bought a TV. Or, maybe I just lost my job. In either case, I won't be buying a new television. Not from you, or anybody else. So it shouldn't bother you if I don't read your ad.

In the Boston Chicken ad, above, they've used an excellent headline and subhead: "$1 Real Chicken Meal. Always better than just a FREE piece of chicken." If you like chicken, you will read the body copy to find out how you can get your free meal. But - if you don't like chicken, you'll turn the page. Simple, right? Yet many advertisers don't understand or accept this.

When you write your headline, write it to grab the attention of those who want or need what you're selling.

Then write your body copy for the 10% who will read it. These are the people who are interested enough in your product or service to read about it. Give them enough information, enough proof, to make a solid decision to take the next step. And, of course, remember to tell them what the next step is!

Write body copy that tells, and it will sell. And don't worry about trying to please the 90% who are NOT your prospects. Speak to the 10% who are. That's how advertising copy that sells product is written. And that is how advertising success is created!

Is what you're promising important to your customer?

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Fri, 03 Sep 2010 11:47:00 +0000

Make sure what you promise is important to your customer!

So... you can ship in 24 hours or less?

... you can provide your widget in 72 different colors?

... you will tie up your services with a personal contact every week?

QUESTION: What if I don't care?

This issue goes back to a basic I'm passionate about: RESEARCH.

Too many companies assume that they know what their customers want. They make no effort to ask. To uncover the REAL reasons people buy... and continue to buy. That's dangerous, for several reasons.

You are not your best customer! In the vast majority of client cases I work with, the business owner or manager is not a portrait of their best customer. So, making decisions based on what YOU would like, is not effective. You simply cannot be objective.
If you never ask your customers what they like - and dislike - about your company and its products and services, they may feel ignored, taken for granted.
If you move forward with a new product, or new ad campaign, without asking if your customers want, need and can afford what you're offering, you could end up throwing money down the drain.

Try this.

Ask your customers what they want and need. Find out - truly find out - what is important to them.

If you have your customers' e-mail addresses (and you should), send out a 3-question survey. Constant Contact, Mail Chimp, and others offer this feature in their e-mail plans. And they're both very inexpensive.
When they order, ask them what influenced their decision. "We are honored that you've chosen us! May we ask what caused you to decide on our _________________?"
Every time you have contact with them, ask them what they're happy with, and what you can do better. This can be through your sales rep or customer service department, or both.
Conduct annual, or bi-annual focus groups. Invite a small group of your best customers in. Feed them, give them the royal treatment, and pick their brains. Tell them in the invitation that you want to know what they're thinking. You want to know how you can serve them better, bring them the products they want, improve on the ones you're already offering. I have done this with clients and their customers (distributor level and end-user level) and it is always amazing what can be discovered if you create the right environment, ask the right questions, then sit back and listen.

They point is, if you don't ask, you won't know. You'll only be guessing. And guessing can be costly - in more ways than one.

Here's the formula: Ask. Record. Assess. Repeat.

What have YOU uncovered by asking your customers what they want?

Tiedtke's Department Store 1960s Ad

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Thu, 02 Sep 2010 12:04:00 +0000

Tiedtke's Department Store in Downtown Toledo

This one is just for fun! No review from me... but why don't YOU critique? What do you think about this television commercial?

My mother worked at Tiedtke's Department store in downtown Toledo, Ohio as a teenager. She loved that job, and she loved that store!

Get personal. It's the only way to sell.

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Tue, 31 Aug 2010 15:02:00 +0000

When you're writing ad copy, it pays to get personal.

Don't talk in vague generalities. Do not describe facts, and only facts. Tie in the emotion. Because, in advertising and sales, there is NO motion without E-motion.

Here's an ad I found in David Ogilvy's book, Ogilvy on Advertising. Its job was to inspire people to inquire about becoming a member of London's Metropolitan Police. Have a look...

This ad worked because it gets very personal. It asks: "What would YOU do in these situations?" the photos depict a. an armed robbery with a shooting victim and b. An injury accident. The three check-box answers are: __PANIC __VOMIT __COPE __RUN We can all relate, can't we? We can all answer the question with one of the four options. In other words, we begin to put ourselves in the situation.

The copy goes on to say that, even if you would currently panic, vomit, or run, the fine people of London's Metropolitan Police. can train you to respond responsibly, professionally.

The ad ends with an emotional call to action: "London's 8,000,000 people take a lot of looking after. Come and give us a hand."

A nice example of getting personal and tapping into the reader's emotions.

Consider how this ad could have been written. "Join London's Metropolitan Police.." blah... blah... blah. We need you... blah... blah... blah. This approach would not have worked nearly as well. The emotional appeal draws readers in, and gets them involved.

Remember, there is NO motion without E-motion. Get personal. Appeal to your prospect's emotions, and then add the facts that back up your claims. You'll sell more product. And - isn't that the bottom-line goal of every marketing and advertising effort?

What do YOU think?

Are you talking to me?

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Thu, 26 Aug 2010 13:27:00 +0000

Then speak my language... if you want me to hear you!

This may seem obvious, but apparently, there are still advertisers out there who don't get it.

Before you write a single word of advertising copy, you have got to do your homework.

Know everything you can about your target audience. How old are they? What do they do for fun? Where do they shop? What is their family like? How do they perceive themselves? (For example, once people reach age 40+, they perceive themselves as much younger - 10 or 12 years - and it is vital that you represent them that way.)
Know what you should say. What is the most important message you can convey regarding your product or service, and how it will benefit your prospect.
Then, and only then, can you determine the best way to convey that message. (The copy, the medium.) The words you use will make - or break - you with your target audience. Words that will resonate with one target group, will turn off another target group. You must know the difference!

For more detail on analyzing and rating your product, prospect, medium, and message, see my earlier post: Formula for Marketing Success.

How a Copywriter Took Schlitz Beer to the Top

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Thu, 12 Aug 2010 14:32:00 +0000

"I think we're missing the obvious, here!" J.B. Fletcher

How a Copywriter Found Success in Talking about Ordinary Processes

In the early 1900s Schlitz Beer was nowhere near the top of its industry. In fact, they were 8th. Schlitz hired legendary copywriter, Claude C. Hopkins, to develop a new ad campaign and help them out of the pit.

Throughout popular magazines, beer companies were pretty much all making the same claim: "Our beer is pure, so it tastes better." The mistake they were all making? Failure to prove their claim.

A tour, lots of questions, and some unsurprising discoveries.

Hopkins went to the Schlitz brewery to take a tour. As with all good copywriters, he sought to understand a product - and its best customers - before he began to write about it.

As he toured the Schlitz facility, Hopkins saw large rooms enclosed with plate-glass, where beer was dripping over pipes. Those rooms were filled with filtered air, so the beer could be cooled without impurities.

He was shown huge, expensive white-wood pulp filters that provided a superior filtering process. The Schlitz representative explained how they cleaned every pump and pipe twice daily to assure purity, and how each bottle was sterilized not once or twice, but four times by machinery before being filled with beer.

Then, they showed Hopkins the 4,000 foot deep wells dug to provide the cleanest and purest water available. Finally, in a laboratory, he was shown the mother yeast cell that was a product of 1,018 experiments and developed to bring out the most robust, unmatched flavor. All the yeast used in making Schlitz Beer was developed from that original yeast cell.

Hopkins exclaimed, "Why don't you tell people in your advertising about all these steps you are taking to brew your beer?" The Schlitz representative told him, "Because all companies brew their beer about the same way."

"Yes," Hopkins countered, "but the first one to tell the public about this process will gain a big advantage." Out of that tour, and all the information gathered, Hopkins went on to create an advertising campaign that shocked his client. He told the story that every brewery could have; but didn't.

Dig for specifics that prove your claims. Then talk about them, no matter how mundane they are to you.

Hopkins wrote an ad that featured those plate-glass rooms, pictured the expensive white-wood pulp filters, talked about the 4,000 feet-deep wells, the 1,018 experiments, four bottle washings, and twice-daily pump cleanings. Do you see what he did? He dug for specifics. Then, even though those details were everyday stuff to his client, he shared those details with his prospects. This worked because those facts served to prove the bottom-line claim that was so important to beer drinkers: Schlitz Beer is pure, therefore it tastes better!

From 8th place in beer sales, to first - in just a few months.

Because Schlitz was the first beer manufacturer to prove that their beer was pure, they achieved remarkable success. Remember though, any claims you make must be true. (That *almost* goes without saying.) And your claims must be important to your prospects.

Don't assume your prospects know.

It's tough to be objective about your own products and company. Some of the things you are, the things you do, and the way you do them, are common to you. "Everybody knows we do that!" is not a realistic statement. And it's hardly ever true. Don't assume your prospects and customers know. Don't be afraid to state what seems to you to be obvious. It may be the thing that sells the most product for you!

Marketing Murder on TV

noreply@blogger.com (Mary Sweeny Marketing Power Blog) — Mon, 09 Aug 2010 14:41:00 +0000

"I think we're missing the obvious, here!" J.B. Fletcher

Marketing Murder on Television: Failure to state the obvious.

I was watching the news the other day, when a Marathon Oil commercial came on. I happen to be an avid Marathon gasoline customer. I look for Marathon, Speedway, and Circle K stations when I need to fill up my car. There are two reasons for this: 1. A mechanic told me years ago that it's what he fuels his car with because he believes it to be the best. and 2. Marathon is American-founded and American-owned. Those are my reasons. I know several other people who feel the same way. And when I've told others about my reasons - especially the American ownership - people have expressed surprise, and interest in supporting an American product.

So... why is it I can remember only once hearing about Marathon's American roots in their ads? Here's a beautifully-done television commercial...

Clue #1. No mention of a benefit that may be a deciding factor for a large segment of the target market. The ad discusses Marathon's use of clean, safe technology, provision of clean fuel for America, and the company's consideration of its impact on the community. All good things. But there is no mention of its American founding and ownership.

Granted, this is not a deciding factor for some, but for others, it is. By not including this benefit in their advertising, Marathon is missing a large segment of American consumers who still want to "Buy American". Why do that? Why leave out a feature/benefit their company and product have that none of their competitors have? This is a fantastic USP! (Unique Selling Proposition)

Don't assume your prospects know.

It's tough to be obejctive about your own products and company. Some of the things you are, the things you do, and the way you do them, are common to you. "Everybody knows we do that!" is not a realistic statement. And it's hardly ever true. Don't assume your prospects and customers know. Don't be afraid to state what seems to you to be obvious. It may be the thing that sells the most product for you!

In my next post, I'll tell the classic story of a copywriter who featured a manufacturer's process in their ads. A process that everybody in their industry used, yet no one talked about. Doing so moved that manufacturer to record-breaking success!