(First in a series)

Imagine the power of the written word. Simply be arranging nouns and verbs, with a few adjectives and adverbs judiciously sprinkled in, you can get people you’ve never met to do things you want them to do.

Pretty awesome tool, huh?

The problem is that most people don’t - or don’t know how to — make full use of this amazing power. Their marketing communications are a mish-mash of convoluted ideas, poorly constructed sentences, vague promises, and ill-conceived offers thrown together in a sales letter, web page or email. The unfortunate result is an well-intentioned campaign that falls flat.

Over the next few weeks, we’ll examine some of the key concepts that can quickly and easily turn your boring, ineffective copy into a money-making machine.

Step 1: Gain Attention

If you can’t gain attention in your marketing communications, the battle is lost before it even starts. With so many forms of media competing for your prospects’ attention, it’s easy to get lost in the shuffle. If people don’t notice you, they won’t ready your copy. If they don’t ready your copy, you don’t get a chance to mold their perceptions. If you don’t get a chance to mold their perceptions, you’ll never make the sale.

Being as specific as possible is a great place to start. Copywriter extraordinare Bob Bly uses a sales pitch promoting collection services to dental practices as a example of how being specific can help:

How we collected over $20 million in unpaid bills over the past two years for thousands of dentists nationwide

Note the specific items: $20, two years, dentists. They help create a credible, memorable message.

Ypu can also gain attention by making an offer that is free, low in price or unusually attractive. I’m sure you’ve noticed how some life insurance companies frame their offer: “Now…$1 week buys Guaranteed Term Life Insurance for Pennsylvanians 50 and older.” The $1 a week offer seems reasonable and the rest of the pitch is specific (Pennsylvanians over age 50).

Asking a provocative question is another effective way of gaining attention. “Do you want to lose 20 pounds WITHOUT going on a diet?” is sure to grab someone’s attention, in part because it seems so outlandish.

Creating a sense of urgency and exclusivity works, too. Giving your offer a defined time period and limited availability can make people take notice. “This offer expires in 10 days. Act Now!” or “This offer is limited to the first 10 people who call.”

Be careful about trying to be funny or topical. People may not get the pun or the cultural reference may be quickly outdated.

Next: Make sure your copy focuses on the customer

Popularity: 6% [?]

I became aware of “The Elements of Style” as a sophomore at West Catholic High School in Philadelphia in 1970. I didn’t pay much attention at the time; it seemed like a pretentious compendium of archaic rules whose only purpose seemed to be to suck the life out of my writing.

Today, the little book authored by William Strunk Jr., and updated E.B. White occupies a prominent spot on my desk and is consulted often to answer tricky questions of word usage, punctuation, form and composition, even moreso than my trusty AP stylebook. It feels good just to have it next to my computer, as if its contents will clear up confusing sentences and stubborn subclauses by osmosis. I should know the rules by now, but every once in a while it helps to open the book at any page and read for five minutes. Inevitably, I’ll learn something new (or at least refresh my memory).

Brian Scott has an interesting post about the upcoming 50th anniversary of the first publication of “The Elements of Style” over at Write Better, the official blog of LousyWriter.com.An event in New York City on April 16 will mark the momentous occasion.

Popularity: 95% [?]

These days, an effective marketing plan can be the difference between a business surviving the economic crisis and going under. Properly developed and executed, a marketing plan can actually help you thrive in tough times, and be ready to capitalize when the inevitable recovery happens.

Here are a few things to keep in mind as you put together your marketing plan:
Your message gets lost in the crowd. If you look and sound just like everyone else, no one is going to notice you. Be distinctive; stand out from the competition.

Your marketing targets an audience that is too broad. Remember, you can’t be everything to everybody. Be something to somebody.

You ad budget gets blown in a one-shot marketing gamble. It would be nice to blow $3 million on a 30-second Super Bowl ad, but if you don’t do anything the rest of the year, no one will remember.

Your marketing isn’t consistent. Some businesses panic when the phone don’t start ringing off the hook the minute an advertisement hits the street. Marketing is cumulative; it takes time to build some momentum.

Your marketing fails to tie different media together. There’s no excuse for not integrating print, with electronic, with social media, with video, with special events, with networking.

You ignore your target audience. Maybe the worst sin of all. You have to know your customer.

You try to do things on your own. If you’re not good at something, hire a pro. Plus, it allows you to spend more time running your business.
You change your image with each ad. Stick with a color scheme and font. People need to recognize you.

You fail to make a clear call to action. Tell you customer what do do: call, go one line, stop by. Make it clear and unmistakeable.
You fail to keep a marketing calendar. It helps to plan your campaigns in advance.

Popularity: 97% [?]

Branding is one of those nebulous marketing concepts that everyone seems to define differently. Thanks to a fast-paced and entertaining presentation by Marty Neumeier of the San Francisco-based brand consultancy Neutron, LCC, branding comes into a bit more focus. A few key points he makes:

Let’s start off with what branding is NOT:
• A logo
• An identity
• A product

Definition: A brand is a person’s gut feeling about a product, service or organization.

It’s not what YOU say it is. It’s what THEY say it is.

Why is branding so hot?
• Because people have so many choices and too little time.
• Most offerings have similar quality and features.
• We tend to base our buying choices on trust.
• Trust equals reliability and delight. Trust comes from meeting and beating customer expectations.

Here is Marty’s full presentation.

Popularity: 98% [?]