I often talk about the importance of writing conversationally. Like people talk, as David Ogilvy once said. When your marketing content sounds like how you talk in an actual conversation – not how everyone talks, but how you talk – your content will sound more authentic, become more believable and trustworthy, and knock down barriers to the sale. Nobody wants to read content that sounds more like a user manual, textbook or press release than a conversation.
Read more...When You Say, “I’ll Take a Crack at Writing My Own Content,” How Much Is that Crack Costing You?
It’s not uncommon for a potential client, flabbergasted that it actually costs money to hire a content writer, to ask what the cost would be if they write their own content and then have me edit. “Why don’t I take a crack at it?” they say. “Then you can clean it up, make it sound more natural, and suggest any improvements.” Well, I can do that. But that’s not the best use of my services.
Read more...Marketing Observations from my Spring Vacation, Disney Edition
I hadn’t been to Disney World since I was 6 years old. As a point of reference, there was no Epcot when I last went to Disney. My wife, Kelly, hadn’t been to Disney since she was 12. So when we planned our family vacation to Disney World, the experience was about as new for us as it was for our daughters, 7-year-old Caitlin and 4-year-old Cassidy.
Read more...If You’re Not Writing Like People Talk, What Are You Writing Like?
Before I took my business full-time, I was working as a communications consultant for a global company. I had ghostwritten an article for an executive that would appear in a major trade publication. Back then, my process was the same as it is today. Record the interview so I can listen, capture every word and ask follow-up questions instead of scrambling to take notes. After reviewing the audio and doing some research, I wrote the article. “The tone is far too casual for a senior executive,” I was told. “It needs to sound more professional and intellectual to appeal to other executives.”
Read more...If Your Marketing Isn’t Working, Your Content Might Need an Empty Claim Audit
Ever since the first newspaper ad was published in the early 1700s, advertising has been littered with empty claims. This awful trend continues to this day with print media and collateral, radio, TV, outdoor, and online platforms. Decades ago, you might have been able to get away with being vague. There wasn’t as much competition, and there wasn’t as much exposure to marketing. Beyond traditional ads and directories (remember the yellow pages?), consumers didn’t have a ton of choices. Today, the market is oversaturated with both brick-and-mortar and online businesses and services.
Read more...Why Product Knowledge and Typing Ability Do Not a Content Writer Make
I was talking to a graphic designer the other day about one of his clients. The client was having his logo and website professionally designed, so the graphic designer recommended hiring a writer to handle the website content. The client’s response? “I know my product better than anyone, so I’ll write the content.”
Read more...Leave No Marketing Stone Unturned: The Email Signature Edition
Last week, I read a simple, no-brainer tip that made me say to myself, “Hey, moron, why aren’t you doing this?” Ivan Misner, the founder of BNI, wrote a post about including a P.S. in your email signature. Dr. Misner was looking at it from a networking perspective. In addition to your contact information and links to your social media pages and blog, use a P.S. at the end of your email signature to tell people who would be a good referral for you and your organization.
Read more...Does Your Marketing Content Sound Like You?
When I ask a client to discuss an article I’m writing for them, I can sometimes see their eyes roll through the phone. “Do we really need to talk about this? You have all the information you need. You know what I want to say.” I get it. They have other things to do. Even if they didn’t, some people would rather invent things to do than talk about their marketing. But there’s a good reason why that conversation needs to happen.
Read more...Marketing Doesn’t Need a Resolution. Marketing Needs a Plan.
I had a prospect asked me if I would be willing and able to post on social media for his company. They wanted three posts per week on Facebook. This isn’t something I typically do, but I asked a few questions, hoping I could refer him to someone who could help him develop and execute a social media strategy. And maybe I could help him develop original content. I started with a question that sounds simple but is difficult to answer. Why?
Read more...The Marketing Brilliance of Duluth Trading Company and My Personal Top 5 List of Duluth Ads
First, let me say I have no connection whatsoever with Duluth Trading Company unless you count the jacket I just got as an early Christmas present. And I’m not receiving anything in exchange for what I’m about to say. Of course, if they wanted to send me a little something, it would be insulting for me to refuse. But anyway…
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