We are surrounded by words. They are spoken to and by us, written to persuade us, intrigue us, and inform us. Words are a major way that we communicate. And putting words together in creative and compelling ways is a big part of what marketing is all about.
But, not all words are created equal. It takes time to come up with just the right copy to convey the value your brand or organization has to offer and make the case for why you are the perfect fit for your audience. Words have power. When you find the right combination, your marketing strategy can shine.
So, what do you need to know to make your copy more compelling and ensure it is read?
We’ve entered the biggest shopping season of the year, and online sales are more prevalent than ever. And who is King of that digital domain? Amazon.
Amazon has made its mark as an online storefront for
everything you need, want, and can’t live without. Not just products, but
services (free shipping and free grocery delivery!) and content (movies, music,
e-books, and more) have all come to fall under the Amazon umbrella.
But, despite Amazon’s massive digital presence, sometimes they still need to turn to offline channels to get their message across. One of those channels is direct mail, like this letter Tom received with a special sign up offer for Amazon Music Unlimited.
Are you tired of sales pitches? Do you hate feeling like you’re being sold to? So do I. Like many consumers today, I want more from the companies I choose to do business with.
There are two key things you need to know about consumers today:
They make purchases and do business based on trust
Purchases are made on their own timetable, whether or not it aligns with your business
In other words, traditional marketing styles no longer have the impact they once did. Consumers are more discerning and focused on the value your company can give them rather than simply the products or services you provide. If traditional marketing is sale-based, today’s approach is education-based.
Storytelling is an essential and ancient part of human communication. Before the advent of writing, detailed stories were told orally, passed from generation to generation. Stories hold meaning for cultures, reflecting their histories, beliefs, and customs. We tell stories to learn, build relationships, and make sense of the world around us.
In fact, our brains are programmed to recognize patterns and find meaning in those patterns. A story is a kind of pattern, and stories are an effective marketing tool that you can use to build connection with your audience.
There are good stories, and then there are great stories, the ones we remember. But what makes a compelling, memorable story?
Picture your marketing strategy 10 years ago. It probably looked a lot different than your strategy of today. Now imagine you were still using the same marketing content and tactics from 10 years ago. Do you think you’d be successful?
Probably not. Marketing is constantly changing, as new technologies are introduced, new trends appear, and younger generations enter the market. To be effective, your business must change, too.
Recognizing the need to change your strategy is the first step. But change isn’t always easy. How do you know what to change? And how do you make it happen?
Imagine a marketing system that works in the background of your business or organization attracting leads to your door. Imagine this same process not only attracting leads, but building a fan-base of prospects who are both enthusiastic and qualified leads, the best kind of lead!
Have you heard of inbound marketing? Do you know how it differs from traditional marketing? If it’s all a bit fuzzy to you, you’re not alone. Inbound marketing is a core strategy for generating leads through content creation. Here’s what you need to know to start using inbound marketing for your business.
While print and social media may compete for your marketing dollars, they don’t have to compete for your customers. In fact, using them together can make your marketing more effective. Let’s look at five ways print and social media can work together.
The place: a recent introductory meeting with the newly-hired Marketing Director of a local established and respected mid-sized company.
The topic: the state of the company’s marketing collateral.
This is a good-sized business selling big ticket services that regularly invoice in the $100,000 to $1M range. Yet, you would never perceive this when handed one of their business cards or company brochures.
The firm was seemingly still holding on to their start days, when print collateral was designed in-house using Microsoft Word, then printed on the company copier. That may have been appropriate and practical then. But given the size and capabilities of the company now, the state of their print collateral imparts a huge perception gap on the brand. This company was attempting to continue to grow business and generate leads. However, the amateurism of their branded handouts did not match the professionalism of their work.
If you’re regularly on the internet, you’re probably encountering blogs on a daily basis. Blogs are everywhere—some people even blog for a living. Content development has become an established piece of marketing and fundraising strategy. It’s important that both for profit and not for profit organizations can give their audience value and information, and blogs are a popular way to do that.
Blogging is an effective way to stay in touch with your donors in a format that is informative and engaging. Whether you have an established blog for your nonprofit or you’ve never written a blog post in your life, these ideas can help you create a top-notch nonprofit blog page so your organization will stand out from the crowd.
Do you receive a lot of emails? Too many? I know I do. The average American receives 88 emails per day, with office workers seeing over 120. Even if an email is full of worthy content, it can be hard for it to stand out from the rest.