Archive for December, 1969
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One of the best ways to generate a referral is with a strong customer advocacy campaign. Do you honor and reward your best customers? When customers are celebrated, there’s lots to talk about. You can share their honor with others in their segment or group. Additionally, you can repackage the information in the form of news or video, easily distributed throughout the Web. This creates awareness and interest for your product or service.Whether you’ve been using AdWords for years or have never even heard of pay-per-click advertising (PPC), know that it’s an essential part of any Integrated marketing program. I recently provided some of my most valuable pay-per-click advertising secrets on an interview with Jonathan Taylor and Russell Portwood at Blog Talk Radio (listen here). During the interview we discussed how to get started with Google AdWords and some valuable secrets for making money online.
Last week’s post on what we could learn about marketing from wine labels, was a great hit – thanks for all of your comments and feedback. So I thought I’d continue on with our food theme as it seems to be a popular topic for marketers AND food critics.
I think that Scott and his blog partners have really hit on an essential marketing theme. That theme is to use media like blogging to share what you know and build a community around your passion. These essential elements can build a following and get everyone talking about a particular product or service. Do you know what people are saying about your brand? your products? If not, you should. Be part of the discussion and consumers will get to know you and associate positive feelings towards your brand.
Be sure to rate your next burger at The Straight Beef blog. I’m always searching for a better burger!
So what sells wine? I think there are a few things that move someone through a purchase decision process in the wine market. I’m no wine expert and quite honestly know little about “good wine” but can certainly tell you what marketing strategies encourage consumers to make that buying decision. The label. Okay, so we all know that the label is important. The color, the shape, the imagery. All of these components have an impact on purchase decisions. Each color used gives a hint to what consumers might find in the bottle. Are the colors harsh? Do they say, “I’m bitter” or are the colors unique and creative, giving potential buyers a sense of newness and being different?
The shape and size of the bottle. The size of the bottle and overall packaging gives a good deal of information about what you might find inside as well. Is the bottle traditional in shape? Is is tall or short? Each of these nuances must be congruent with other marketing factors to create a story worthy of pursuit.
The price. Much like a Cadillac, many people buy on price. Why? Because price can give you an understanding of value. Two wines side by side. They look similar and are of the same size. However, one has a price of $8.99 and the other $24.95. Which one is better? Price may give you the impression that the second, more expensive bottle is “better”… but is it really?
Recommendation. Does the wine fit the occasion? Has it been recommended by someone in the store or someone you know who told you that you had to try that particular brand, vintage, etc.? In the wine game, recommendations are a critical aspect of the purchase.
So there you have it. Some factors that influence wine purchasing. Are you a wine connoisseur? If you are, what influences your buying decision? You may add in some additional factors like, “..all Napa Valley wines are good so this one must be good as well”. This is the final aspect of buying wine (and similar products) and that is your personal experience. Nothing can replace experience as a driving factor in making buying decisions.
The next time you’re in the market for a bottle of wine, notice what drives your purchase. Enjoy and bottoms up!!!
This morning I took a few minutes to read the cereal box sitting on the table in front of me. Although I’m an eggs and toast kind of guy, a good bowl of cereal hits the spot now and again. After reading the promotional copy before me, I realized just how good it was from a marketing perspective – Concise, meaningful, and relevant! It’s amazing what you can find on a cereal box!
When I was in grad school, I spent a lot of time learning about direct marketing and what separates good copy from bad. As an author, I often struggle with the written word as writing a book (SEO Made Simple) is different than writing a direct mail piece or even website copy. I learned a lesson a long time ago that came back to me while I was reading my box of Rice Krispies. When writing copy, ask yourself “who cares?” after each sentence you write.
That’s right, “who cares?” After writing each line of copy, I was taught to ask the question who cares? If you actually try this exercise you’ll find that a number of your sentences are without personalization, are too vague, or simply hold no value for the reader. After writing each line of copy ask “who cares?” If you can answer using the copy just written, you’re on your way to more effective copy writing.
WIFFM
The other aspect of marketing copy that makes a real difference is the old acronym of “What’s in it for me?” Is your copy directed at your audience? I was at a sales meeting this past week and presented to three similar groups. However, each group had their area of specialty and focus. When asked to present to each group, I found myself asking, “Why should they care about the information I’m presenting?”. When I realized that the presentation wasn’t ideal for groups 2 and 3, I found myself up late one night making changes to the presentation.
If what you have to say isn’t relevant, it will be ignored. Your copy needs to reflect the mindset and focus of your target audience. It’s best to get feedback from those you’re targeting and continually work to improve your understanding of their needs, environment, and ultimately the messages they resonate with.
What You’ll Discover On Your Cereal Box
The next time you read your cereal box, you’ll discover that with very limited space, and few words, good copywriters make you feel the value and benefit of what you have in your cereal bowl. I’ve learned over the years that great copywriting is hard to find. Bu then again, I never really stopped to read my cereal box. I suppose great copywriting was there all along. Enjoy your breakfast!
I just read a great comment from someone about personalized messaging. As you know, I’m a big proponent of GETTING PERSONAL. When communicating to your prospects, how personal are you getting?









