January 16, 2014 by Rebecca Prescott
Let’s address writing; my favorite part of developing a brand.
I’m a bit of a word bully around the office (and at home). I’ll always edit out the use of ellipses for emphasis. I can’t stand a split infinitive. Jargon makes me verklempt.
I wholeheartedly believe that good writing is an integral part of good advertising, marketing and promotion.
David Ogilvy, legendary advertising executive (called the original “Mad Man”), believed that good writing was key to selling products. He penned a memo to the Ogilvy & Mather staff in 1982 titled “How-To-Write.” Click here to read the 10 tips from his memo.
Ogilvy was no advertising dummy. He helped Dove become a best-selling soap in the United States by promoting that it contained one-quarter moisturizing cream. He also helped companies like Rolls Royce, American Express and Sears.
What does this all mean for you developing your brand?
You may have the best logo, coolest colors and great pitchman for your product. But if your ad, website or brochures are poorly written, you can’t communicate effectively. If you can’t communicate effectively; you can’t sell.
So how do you work on your writing?
- Hire a professional copywriter.
- Read, and follow, Ogilvy’s 10 tips from his memo.
- Read books about writing. (I recommend On Writing Well by William Zinsser.)
- Have someone else read your writing before you publish.
- Read. But don’t just read novels. Read other advertising.
- Write for your audience; not yourself.
It’s one thing to have a tagline that is a grammar bender (Got Milk?). It’s another to have a brochure full of typos, run-ons or completely confusing copy.
Don’t ruin a first impression with bad writing.
January 10, 2014 by Kristine Garrett
Drip…drip…drip…our kitchen sink had a leak. At first I tried to ignore it—then the water bill arrived. So, I booted up the computer and searched for “how to fix a leaky faucet”. According to the search results, I could fix it in 6 easy steps.
Two trips to the hardware store, 3 acetaminophen tablets and 15 steps later, I fixed the leak.
Fixing a leaky sales funnel won’t require a trip to the hardware store. But to alleviate headaches and push your prospects through the sales funnel, you should create a drip campaign.
A drip marketing campaign is when you periodically engage with a prospect or customer through channels such as direct mail, social media, phone calls or email. Drip campaigns typically consist of a sequence of messages sent according to your prospects needs, interests and their stage in the sales funnel.
Here’s how to create a drip campaign.
Step one: Choose a segment. Look at your existing database and determine where your clients fall in the sales funnel. Pick one segment you’d like to start “dripping on” and map out a campaign. For example, if you’d like to start with new workshop attendees, you should map out a welcome campaign.
Step two: Decide on your desired outcome. What do you want the person receiving your communication to do? Do you want them to call you, sign up for a webinar or attend an event? Identify the desired outcome in the initial campaign development phase. It will guide your entire process and allow you to measure your effectiveness.
Step three: Create content. For each stage of the sales funnel, you need to construct communications that are simple, relevant and engaging. For example, if you are putting together a welcome campaign for workshop attendees, send them additional educational materials based on your workshop topic.
Step four: Mix it up. There are many ways to reach out to your clients (email, direct mail, social media, phone calls, etc). Use a variety. Each person responds to information differently and has communication preferences. By mixing up your delivery methods, you have a better chance to reach your target.
Step five: Repeat. Replicate this process until you have relevant content to speak to buyers in each stage of the sales funnel. Soon, you will have enough material that you can drip on clients through the entire process.
This blog is an overview of how drip marketing campaigns can help fix a leaky funnel. Watch for upcoming blogs that will go into each of these steps in detail.