Marketing 2.0: What’s all this about twitter?
By Carla | June 28, 2009
About a year ago, twitter was a rarely used term outside the community of web 2.0 marketers and social networkers. But today, twitter is popping up everywhere.
Our last Canadian election coverage prominently featured twitter as a means of connecting in with the public opinion about the election results. News stations were quick to jump on the bandwagon, plotting twitter activity to show the real-time reaction.
Huh?
Twitter is a microblogging site, meaning communication is limited to 140 characters (just like a text message). That’s the technical description. In reality, it’s the online water cooler, a virtual networking event and a real-time news feed rolled into one.
Why bother?
On the surface, twitter and other social networking sites seem like a huge waste of time. But dig down below the first layer, and you will discover serious business is happening online in real time.
CEO’s of multi-million dollar corporations tweet to build their brand, solopreneurs tweet to connect with clients, colleagues and partners, professionals tweet to find new opportunities to leverage their unique skill sets.
…All to a crowd of millions of people around the world who tune into twitter on a daily basis.
To Tweet or Not to Tweet
Simply put, if people are online tweeting about your brand, you need to be there. And if people are online NOT tweeting about your brand, you REALLY need to be there. Beyond that, here are the top 5 reasons to tweet:
- Market Research – Want to know what stay-at-home mothers obsess about on a daily basis? What drives them crazy? What pushes their buttons? It’s all there in black and white in the form of the daily trials and tribulations of your target audience. Follow them and find out.
- Build a Brand – Give your carefully crafted messages and brand identity a life by attaching a human to it. Consumers are becoming very marketing savvy and want more then just messages pushed out to them – they want engagement.
- Connect with your Industry – Build a network of industry peers to share ideas and connect with real time. Many a happy joint venture relationship started as an online peer-to-peer communication.
- Stay Informed – Tune into the latest and greatest news, information and ideas real-time. Twitter is real-time reporting to the extreme – often beating the mainstream to the story by hours.
- Drive Traffic – Share links to your latest blog post, a new event or product launch via twitter. Twitter is an amazing source of drive ONCE you have done the work to establish the know, like, trust factor with your twitter audience.
Topics: Marketing, Relationship Marketing, Social Media, Uncategorized, Web Marketing 2.0 | No Comments »
Technorati Tags: Marketing, Social Media, Social Networking
Why Soup to Nuts isn’t as Valuable as Being an Expert in Soup
By Carla | June 28, 2009
Does your web copy try to cover all bases, from soup to nuts instead of focusing on being an expert, say in soup? Take a cue from one fabulous purveyor of soup, that being an expert not only clarifies your marketing message, but it strengthens your position.
What’s on the menu for your business?
Ever menu shop to find the perfect night out, only to be disappointed by the same old pizza, pasta, burgers with a dash of ethic fare that practically every non-descript trendy-ish restaurant offers?
It’s not only B-O-R-I-N-G, but you just know they’re only going to manage to do an adequate job of preparing everything on the menu (with a whole lotta nothing special on the side)!
That’s the exact same reaction your prospects have when they read your web copy (you know, the home page that talks about how you do it ALL). Nothing will stand out as being exceptional (and your customers want exceptional).
A study in soup to nuts minus the nuts
Take a cue from Burgoo (dot ca if you are curious) on the value of narrowing your focus, on being the ‘expert’. Their tagline states that they specialize in “food for comfort”, but one glance down the menu tells you exactly what kind of food that is: SOUP!
From their rich butternut squash soup with warm spices and sweet maple syrup to a traditional Guinness Irish stew, the menu features classic recipes and unique takes on old favorites. Of course, they offer salad and a few sandwiches, but the star (and the focus) of the menu is soup.
The top 3 reasons to be an expert
- Memorable – I had actually been to Burgoos years ago and recognized it immediately. Not knowing my way around (and wanting to go back), I asked a friend if she knew the soup restaurant and she instantly said Burgoo!
Focus is what will build your brand and give you that instant brand recognition. - Instant Credibility – Would you trust a dentist who also advertised bobcat services to perform a tricky procedure? Me neither.
Being the expert gives you instant credibility because it shows a depth of knowledge on a specific topic, not a broad range of general knowledge. - Enhanced Value – Because Burgoo focused exclusively on soups, they were able to offer exceptional versions of classic recipes. No pizza pasta burger joint can compete with their ability to craft a delectable bowl of butternut squash soup.
Where can you add the most value? Where your expertise outshines the competition in its depth.
It’s not to say you can’t offer related products or services, but focus your copy on your strength: your expertise. It will not only give you a distinct advantage in the marketplace, but it makes the job of writing your copy a lot easier.
Topics: Copywriting, Positioning | No Comments »
Technorati Tags: Expertise, Positioning
Copywriting: Are you an order-taker or a solutions provider?
By Carla | May 14, 2009
McDonald’s is the classic mass-production model, heralded in many a marketing case study as the highest achievement in process design and standardization. Just step foot in a McDonald’s restaurant literally anywhere in the world, and you will get their core value proposition: consistency.
But within that model of automation, process and simplicity is the fatal stumbling block for the mass volume model: the inability to accommodate even the seemingly simplest of requests. Nothing illustrates this point more than the story of the fried onions.
A simple request that got a not so simple answer
A gentleman patron made what seemed like a simple request: a hamburger with fried onions. The confused and slightly scared look on the order-takers face said it all before he even delivered the fatal response: “That’s not on the menu. I’m sorry sir…” (or some similarly pat answer straight out of the McDonald’s employee training guide).
The conversation went like this:
Gentleman: “What do you mean I can’t have fried onions on my burger?”
Employee: “It’s not on the menu.”
Gentleman: “You have onions, correct?”
Employee: “Yes.”
Gentleman: “You have a grill?”
Employee: “Yes.”
Gentleman: “I would like you to put my onions on the grill BEFORE you put them on my burger.”
Employee: “You’ll have to talk to my manager.”
Houston, we have a problem!
Are you committing the fatal marketing sin of order taking?
Many companies claim to be a solutions provider, but just take one look at their marketing copy and it screams “ORDER TAKER!”
The typical order taker copy goes something like this: WE provide global business solutions based on OUR years of experience integrating business automation systems for OUR clients. OUR process starts with a thorough needs assessment to determine the right solution for you.
It’s right there in black and white: all about WE, and OUR solutions and what WE tell you the customer you need. So before you even set foot in their office, you know they are going to shoehorn you into one of their prepackaged product lines.
How to show the value in your marketing copy
Shift your Language – Stop talking about you and focus on your target audience. Omit all references to your company name, we, us, our and use the all-important “YOU” (meaning your target audience).
Talk about the Range of Possibilities – Instead of listing specific products, services and programs, give your prospects an idea of the range of possibilities. Include mention of the fact that you design packages and programs for their exact needs.
Focus on Results – Avoid specific details and talk about the results. What is the ultimate benefit of working with you? More time, freedom, money?
Leverage Case Studies – Use case studies to show how you deliver bottom-line results to your clients and how that solution fit in with their particular situation. Be sure to include a range of industries, client scenarios and program examples that targets your ideal clients.
Topics: Customer Experience, Marketing, Newsletter Archive | No Comments »
Copywriting: Forget SUPER Sizing…Go Small for BIG Success!
By Carla | May 4, 2009
What do Coca Cola, Kit Kat and Oreo Cookies have in common? Besides the serious yummy factor that does nothing for your bikini body, all these products have gone small to grab big market share.
What market share is that? Believe it or not, it’s the multi-billion dollar diet industry and the driver behind the headline success stories of the latest craze diet that has pushed Doctor Whoever to the top of the New York Times Best Sellers list.
But you say, “None of those products are diet-friendly choices!” Indeed.
How Small-Sizing Repositions Flab-Friendly into Fab-Friendly
Now, I’m no diet expert, but the one thing I do know is that most low-calorie food tastes like sand. And I’m not the only one who thinks that. It’s perhaps the reason most people just simply can’t stick to their diet (that and because the other stuff just tastes so good).
And therein lies the genius of small-sizing. Positioned as “Under a 100 calories” or “Single Serving”, these pint-sized products do what diet experts all say is the key to dieting success – enjoy what you love, but in small quantities.
The BIG Marketing Lesson in Pint-Sizing
I’m not saying that you should pint-size your business or even chop up your packages into smaller bite-sized pieces (despite the economic temptations to do so). Far from it! What I am saying is that you should find creative ways to increase the demand for your product or service.
It’s a way to look at marketing and positioning that shifts the market perception of your product in such a way so it appeals to a new market. It’s how a yellow tail wines turned beer-drinkers onto wine and the Cirque du Soleil converted posh theatergoers into circus fans. What authors Kim and Mauborgne call a Blue Ocean Strategy.
Why Seeking ‘Blue Oceans’ is THE Marketing Strategy
The idea behind a Blue Ocean Strategy is that by shifting away from your primary market, one where you compete head-to-head with your competition, you benefit from clear sailing in the new, previously uncharted waters.
Let’s go back to our examples. Now the pint-sized Coke, Kit Kat and Oreo Cookies are no longer competing with other calorie-dense snacks, but low-calorie alternatives that people turn to as a substitute for the REAL thing.
Only now, they are the real thing, but in smaller calorie-controlled portions. So instead of reaching for a weirdly branded (and even weirder tasting) substitute for a Kit Kat, consumers can choose a single serving of their favorite. How can you compete with that?
Recommended Reading: Blue Ocean Stratety by W. Chan Kim and Renee Mauborgne
Topics: Uncategorized | No Comments »
Copywriting: Uncovering those Hidden Marketing Gems
By Carla | April 12, 2009
Take a cue from my Mom and her legendary Easter egg hiding skills – the sneakiest hiding places aren’t typically thought of as hiding places at all. Ask her and she’ll tell you that the surest way to drive chocolate-starved children crazy is hiding things in plain view.
And isn’t it that way with everything in life? The best things don’t feel like anything at all. It’s certainly the case with marketing.
The best marketing never feels like marketing. Just like the best sales pitches feel more like a conversation with a trusted friend, the best marketing offers valuable information, trusted advice and expert insights.
So just what are these hidden marketing gems?
Three ways to make UNmarketing work for your business
Your hidden marketing gems don’t need to be overly artful – just helpful.
#1 Free Resources – What little goodies can you give away to both your prospects and your clients. Pick something that won’t take away from the service you offer, but add real tangible value. Take the advice you give your clients all the time and turn it into a checklist.
It doesn’t even need to be your advice – it can be a useful resource you stumbled upon or a list of your favorite information sources. Whatever it is, just be sure it’s helpful and relevant (and don’t forget to include your brand identity and contact information)!
#2 Educational Articles – Never forget that what is simple and obvious to you is rocket science to them. Pull together a few core educational articles on your topic and include them in your sales package.
Not only does it set the tone for your relationship, but it’s the perfect opportunity for you to train your prospects on how to be good clients. Use the article to identify key questions to ask when considering a service provider and how to differentiate between the various offerings.
Oh…and don’t forget to repurpose for your blog and your newsletter (because let’s face it…you don’t want to spend all your time writing)!
#3 White Papers – My absolute favorite unmarketing tactic is the technical white paper. Why? #1 because white papers have such absolute authority and credibility with your target audience and #2, white papers tend to get shared around, giving your marketing viral potential.
Research your topic for credible facts and statistics to anchor your position and act as your opening hook. This is where you will build credibility over and above any other educational marketing.
Topics: Copywriting, Direct Marketing, Marketing, Newsletter Archive | No Comments »
Spring Cleaning: Give your Copy a Refreshing Renew!
By Carla | April 9, 2009
Are dust bunnies fuzzing up your homepage? Is your newsroom looking a little more like the kitchen junk drawer (you know, the catch-all spot for odds and sods)? Does your blog need a good old-fashioned scrub-down?
Well…it’s spring. It’s time to clean up your marketing copy and start fresh (or start to refresh).
Like everything, marketing copy has a shelf life
Chances are a few of the facts about your business have changed. Perhaps you offer new services (you know, the ones you tell your clients about, but don’t yet advertise), or perhaps your focus has shifted entirely.
Whatever the case, your marketing copy needs updating (and spring is the time to do it)! So dust off your red pen and start editing!
7 Spring Ways to Refresh or Repurpose your Copy
Giving your copy a spring renew doesn’t necessarily mean starting from scratch – far from it. But it does mean taking the time to look through your copy and ditch what isn’t working and tidy up what remains.
Home Page – Does the copy still speak to your target audience (your actual target audience, not the hypothetical one you guessed at 5 years ago). It’s critical that you review and renew your home page regularly – after all, it’s the doorway to your business.
About Us – Hopefully your About Us page doesn’t contain any remnants past team members. But even if everyone is still present, review their bios and add in any new awards, achievements or title changes.
Blog – So you fell off the blogging wagon last fall when Chuck, the ultra-enthusiastic summer student, returned to school. Don’t worry about filling in the time gap – just pick up where you left off and start posting again.
Advertising – Sometimes even the most brilliant campaigns lose their luster. Check your numbers. Still getting results? If not, it’s time to tweak and test.
Newsroom – Review (and renew) your newsroom. Does your media kit need updating? Was your last news announcement the annual company picnic (from two years ago)? Dig through your newsletter archive and white papers, and pull out a few newsworthy treasures to post.
Newsletter – Confirm the promotional copy in your header and footer and on your opt-in page is current and up-to-date. Review your newsletter archive for the most popular articles that are worth reworking and publishing again.
White Papers – Update statistics, refresh the focus and add in any new details that are relevant to today’s (very different) climate. If enough of the information has changed, consider relaunching the white paper and send out a press release.
Topics: Copywriting, Direct Marketing, Marketing, Newsletter Archive | 1 Comment »
A four-letter word that will turn your prospects into piranhas
By Carla | March 26, 2009
It’s not the one that slipped out in front of the kids when that jerk cut you off. While that one does indeed grab attention, it doesn’t get your prospects excited the way the other one does (and really, do you want to be using words in your marketing copy that would horrify your mother?).
Can you guess it? It’s right there in front of you…F-R-E-E!
What FREE means to your potential customers
It means that not only do you value their time (and mailbox), but you are so confident in what you are selling them that you are going to let them try it for free. Using free offers to market your products and services removes the risk for your prospects.
No money out of their pocket, no future hassle of complaining or asking for their money back, no feelings of guilt because of making a bad buying decision. It’s free. What do they have to lose?
And isn’t it just nice in a world full of people trying to sell you to get something for nothing?
How FREE Macaroni and Cheese won customers
The single best reason to use a free offer is to promote a brand new product or service or to market to a new prospect base that isn’t familiar with your brand. Take Fresh Kitchen and their free offer of macaroni and cheese (valued at $9.99).
Right after opening a new store in my neighborhood, Fresh Kitchen sent out a simple postcard. On the front, a very yummy looking picture of baked macaroni and cheese, and the headline “A new kind of comfort food just came to town” followed by big red letters FREE MACARONI & CHEESE.
The back includes the details of offer – how to redeem it, the value, and when the offer is valid until. Plus information on the company, other products and services, a handy-dandy map to their store and all of the other relevant information, like the store hours.
How to craft a winning *FREE* offer
#1: Front and center – Place the word FREE front and center in big, bold, bright letters to grab their attention.
#2: Attach a value – Include the value of the free offer to get your prospects excited about what they are getting. A free something starts to feel like money in the bank when you attach a price.
#3: Build excitement – Just because it’s free doesn’t mean you can neglect the sales pitch. Get them excited about what it is they are getting…for FREE the same way you would sell them on it.
#4: Limit the time – Don’t give your prospects forever to act. Always limit the time, or quantity to motivate them to act NOW!
#5: Go ahead and give me the scoop – Tell them all the rest of the amazing things you can do for them. After all, they are two short steps away from being your customer!
Topics: Direct Marketing, Marketing | 1 Comment »
Technorati Tags: Direct Marketing, free offer
Is your marketing “Blah…blah…blah…” bland and boring?
By Carla | March 26, 2009
Does your business suffer from “Vanilla Marketing”? The bland and boring…and *yawn* just plain dull marketing that puts your prospects to sleep? You can almost hear Charlie Brown’s teach reading it…blah, blah, blah.
Try this quick test to see if you are indeed suffering from “Blah, blah, blah” copy.
Does your last ad sound just like your competition? Does the headline stand out and make you want to read on? Could you swap out your core message and apply to another industry altogether?
(Hint: if it has anything to do with innovative solutions for modern whatever, your message is almost meaningless and most definitely boring).
Can’t even remember what your marketing copy says about your business? Well, that’s a sign that your customers won’t either.
It’s time to ban the bland
In today’s tough economy, you can’t afford to miss with your marketing. With consumers tightening the old purse strings, you can bet your bottom dollar they will be scrutinizing every purchase, deciding if this less expensive alternative will do. Or perhaps they don’t really need it at all.
You know your product or service is worth every penny. Now it’s time to share why with your potential customers. You know, the ones who never get past your marketing materials in order to hear your amazing sales pitch in person.
5 simple ways to spice up your copy
No one likes bland and boring when it comes to cooking so why should your marketing copy be any different? Follow this simple recipe to spice up your marketing!
Give it dash of ‘OUCH’ – Use your headline copy to address a key pain point or core problem your target audience is currently facing.
Go for the Bold and Spicy – Follow up with a bold claim that answers the question “What’s in it for me?”
Don’t forget the MEAT! – Don’t leave your prospects wondering, “Where’s the beef?” Highlight key features, but focus on the benefits.
Share a little of the *Secret* sauce – Share a few details to back up your bold and spicy claim. A few details on Grandma’s secret recipe will go a long way to building your credibility with potential customers.
Top it off with chocolate sprinkles – Add a bit about what makes your company truly unique. What is the little value-added extra that customers get by choosing your product or service?
Topics: Copywriting | No Comments »
How about a spot of tea marketing for your business?
By Carla | March 26, 2009
Remember the days when tea consisted of two choices: Orange Pekoe or Earl Grey, available as loose tea or in the traditional paper tea bag? You know, the one with the string that you bounce up and down with childish glee until your mother tells you to stop playing with your tea?
The much beloved paper tea bag continues to be the old standby, a loyal friend and comforting teatime ritual. But even the stoic symbol loved by generations of tea drinkers can use a little marketing boost.
The evolution of the tea bag
The simple tea bag – once a mainstay of teatime, it’s now the subject of marketing. In what was once a one-product show, infinite variations vie for our attention. Cleverly rounded paper bags, posh silk pouches, and triumphant pyramids.
It all started with Tetley and their clever round tea bag. Commercial after commercial extolled the virtues of the round tea bag. And after trying it, you start to notice all the flaws in the other tea bag.
The bits of tea that sometimes escape, the annoying loss of string containment and the constant threat of go-cup leakage. The conclusion: Tetley built a better mousetrap. But is that in fact what happened?
The power of consumer perception
Without the marketing to go behind it, a round tea bag is just a weird shaped bag. With the suggestion of a clever new innovation, our minds naturally fill in the gaps, attaching virtue or vice.
A simple feature now becomes an “Oh-my-gosh how did we ever survive without it?” benefit. And what once wasn’t a bother with the status quo is now a constant affront.
Tetley raised the marketing bar and the rest needed to play catch-up.
The most dangerous business assumption
Call it the comfort of success. A fault of many an industry leader toppled by up-start innovators, it assumes that what is currently the popular choice with customers will remain so forever. Think of the humble tea bag.
The practical do-gooder of teatime was toppled by fanciful innovations. Paper does the job so why bother switching to silk? But take one look at the Mighty Leaf silk pouch with “Oooo…” room for your delicate tea leaves to expand and “Ahh…” no possibility of tea escaping, and you simply can’t settle for less.
What innovations threaten your business?
Before you fall victim to the clever round bag of your industry, ask yourself: what if the competition made a huge leap in innovation? Customer service? Selection? How will you adapt to the changing rules of fickle consumer behavior?
Simple. Be the first to make the change. Evaluate your current market position and proactively seek out differentiation. What attributes can you draw on today that will set you apart? Hint: it can be real or perceived, as long as you are the first!
Topics: Customer Experience, Marketing, Positioning | No Comments »
Technorati Tags: Consumer Perception, Market Position, Product Innovation
How to grow your twitter followers organically
By Carla | March 4, 2009
If I had a dime for every time I hear people tweeting about their numbers, well…there would be less of this typey-typey business and more sipping cocktails by the beach. The problem with that thinking is numbers don’t matter! What counts is the level of engagement with your followers!
Focus on quality, not quantity
Shift your focus from a virtual empire that spans the entire web to growing a loyal and active fan base. The actual number doesn’t matter because hundreds of engaged followers will do more than thousands of token ones.
- Pay attention – Focus in on what matters to them. Share links or relevant information. Ask them about what is going on in their lives.
- Tweet them – People always complain about people who don’t follow them back. That’s because you snuck in the back door unnoticed and sat down without saying ‘Hi’. Tweet people the same as you would if you were meeting them in person, one by one introducing yourself.
- Join the discussion – Jump in on conversations, sharing valuable information. Don’t worry about following everyone in a hashtag discussion. They will follow you if what you have to say grabs their attention.
- Influence the influencers – Find out who people are tuning into and keep tabs on them, chiming in when you have something valuable to share.
- Recommend followers – Participate in friend sharing events like #FollowFriday and TweepleTuesday and give your twitter karma a boost by recommending your followers to others.
- Keep it fresh – Tweet things that are worth of being retweeted. Be one of the people your followers tune into and retweet. Their retweets alone will garner interest and gain you followers.
- Maintain visibility – Stay active. It’s not enough to be on twitter once in a while. Tweet daily, if not hourly to maintain top of mind.
- Go viral – Build a ‘Top 50 People’ list, make a video, share interesting photos or music or create an opinion poll where your followers can vote for something…anything.
- Cross-promote – Include your twitter name on other media such as your blog, in your newsletter or as part of your email signature. Remember to use the proper syntax (http://twitter.com/carlayoung to make it clickable).
Follow me on twitter @ http://twitter.com/carlayoung
Topics: Social Media | No Comments »
Technorati Tags: Copywriting, Social Networking, Tweets, Twitter
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