Why most marcom isnt
If your marketing communication copy fails to sell, its not marketing. And, if it fails to capture attention, it cant communicate.
Thats where most data sheets, press releases, sales kits, mailers, and presentations fail. They provide information without persuasion.
Profit-oriented marcom writing demands beyond information attraction, motivation, and persuasion.
Your copywriter must understand where the piece fits into your sales process, what came before it, and what action is the desired next step.
If your company could benefit from marcom copy that markets, communicates, and sells, now.
- Print ads, mailers, radio spots, television commercials, outdoor, catalog copy.
- Point-of-purchase, packaging, trade show and event materials.
- Corporate Communication
- Press releases, sales kits, data sheets, presentations, proposals.
Copywriting tips: four things to avoid
- Talking to yourself.
- This is the most-common error in corporate communication. The message boils down to: do business with us because we are wonderful (or established or big). You will make no sales talking to yourself. You must talk to the people in your audience, discussing issues dear to them.
- Changing your message for the sake of change.
- Everyone likes to be involved in creating something fresh. But, inconsistent messages take longer to deliver results. Inconsistency costs you money and may cost you customers. Consistency pays.
- Diluting your message.
- Burden one piece of communication with everything you can think of, and itll become an unfocused, nattering hubbub, hard to remember and easy to forget.
- Doing things just to get attention.
- There is a difference between getting someones attention and getting someones business. While your marcom materials must command attention, they must do so in a way that opens the door to making a profitable sale.
- First, an explanation
- The print pieces are shown as JPGs or PDFs. If you dont have the free Adobe PDF reader, you can download it here. The radio spot is an MP3 file.
- Multi-media advertising campaign
- This ad successfully sold against a popular notion by leveraging the notion itself. (PDF)
This postcard worked with the ad above as an effective direct mailer. (PDF)
The radio took the idea of a ridiculous legal disclaimer and created a richly visual scenario in the theater of the mind. (MP3)
- Print advertising campaign
- This advertorial for a digital projector ran in a special magazine section, with the ad below running concurrently. (JPG)
This magazine ad worked with the advertorial above to drive the sales message home. (JPG)
- Single print ad
- This magazine ad, for a wireless mobile field force integration system, made a compelling case for completeness. (PDF)
The phones are ringing off the hook and the FSAs are getting SWAMPED. I think the Honest Al campaign is working ... I am thrilled! Robin S., Chicago, IL
John, you continue to impress me with your powers of observation and focus. Billy M., Atlanta, GA
John, I wanted to thank you for getting the copy to me so quickly, and for both versions! Very impressed and appreciated! You did a fabulous job and Margaret and I are very pleased with your work. Thank you again! Lauren B., La Jolla, CA