Marketing Copy - Brand Identity Guru

Tips on writing great copy for your marketing efforts.

It's just four steps that I call the Writing Path

1. I create a deadline for something to be produced. This creates pressure that I think is very important. Because I write this e-newsletter-BIGNews every other week, I must find an idea and the time to write. If I didn't have a deadline looming, I think procrastination would be a lot easier.

- Do you have a specific goal and a deadline? If not, just make one up. If you don't, you'll have no focus to keep you on track.

2. I define a problem, predicament or challenge I believe my audience is facing. And since I've faced most of these problems myself, they are very familiar to me. It might be the problem of creating a marketing message, writing an e-newsletter or putting together a proposal. I only spend a little time thinking about a problem and one usually pops into my head in a few minutes.

- Can you identify several problems your prospects and clients have experienced in the past? What are they currently struggling with? What's missing for them? Then pick just one.

3. I think about my solutions to this problem. Since I've solved many of these marketing problems in the past, I usually have a good idea of what will work and what won't work. I just reflect for a few minutes about various solutions and approaches to the problem until I feel confident I have something valuable to communicate that will make a difference to those who read what I write.

- Do you have solutions, techniques and strategies you can apply to the problems of your clients and prospects? Can you express these solutions in a way that is easy to understand and apply?

4. Then I just start writing. I don't worry about doing it perfectly the first draft. I just follow the Writing Path as I've outlined above. I try to avoid theory and stay very practical, giving very detailed how-to information. If I can make things clearer with a story or example, I'll use those too. My main concern is: Can my readers use this information to improve their current situation? If they can, I've succeeded.

- Are you ready to start writing using this basic Writing Path? Are you willing to do it imperfectly and then go back and edit and rewrite until it makes sense and flows well? And that's my simple Writing Path.

If you are stuck, I believe it's all you need to get started. And the more you write using this formula, the easier it gets. Not only that, the more you write, the more all your other marketing activities improve because your thinking gets more focused and your communication becomes more persuasive. So take a shot at it and see what you come up with! What will you write about today?

Recap:

* Deadlines - You'll have better results if you have a regular deadline for writing. Interestingly, I found that a bi-weekly deadline was more powerful than a monthly deadline. Set it up so that the consequences of missing the deadline are worse than doing the writing!

* Problems - A good way to prime the pump is to list every problem you can think of that your clients and prospects have faced. Then trim down and prioritize the list until you have several good topics you can write about.

* Solutions - Beside the list of problems, write the main solution that will be the foundation of the article. For instance, beside "Writer's Block" I'd put "Writing Path." These sets of problems and solutions will be the foundation for several articles.

* Just Write - The writing that gets the highest readership is writing that is conversational. Throw out most of what you learned in English class and just write like you talk. And then read what you've written out loud until it flows naturally.

* Stay Present - Don't worry about what people are going to think of what you've written. Just focus on your ideas and communicate them with clarity. If your ideas make sense, people will read what you've written and get the value you intended.

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner.

In The News:


pen paper and inkwell


cat break through


What Are People Buying Online?

Benefits, that's what!Whether you're selling in print or in person,... Read More

Top 7 Ways to Get Your Products in the Hands of Celebrities

Celebrities are the tastemakers that drive brand awareness and usage.... Read More

Hello, My Name Is . . . What Your Name Tag Says About You

When you attend networking functions, what kind of name tag... Read More

Should You Clap For Your Customers?

Does it make sense to clap for your customers? It... Read More

8 Instant Ways to Create Consistently Successful Marketing Campaigns

It's almost a given that when I speak to a... Read More

Direct Marketing Puts Information In The Buyer?s Hands

Direct marketing is advertising from a manufacturer or front-end supplier... Read More

Getting Paid to Promote Yourself

We all know we can pay a magazine or a... Read More

Time for A Marketing Tune-up

If you have been in business any length of time,... Read More

Marketing Ideas Without Action Will Get You Nowhere!

Marketing Ideas Without Action Get You NowhereYou want to grow... Read More

5 Ways To Entice Your Parallel Market to Trade Links

Lots of people get confounded when attempting to exchange links,... Read More

The Importance of Business Marketing

Business marketing is one of the most important parts that... Read More

What Your Customers Want

Your customers don't know what they want. And to assume... Read More

How to Save Time and Achieve More by Creating High-Leverage Marketing Assets

The single biggest, non-renewable asset you have is your time.... Read More

Your 30 Second Commercial

This tip is so simple, that many people we've talked... Read More

Fundraising Letters Should Raise Donors, Not Donations, When Mailed to Strangers

Are you willing to spend $1.25 to raise $1? To... Read More

Web Site Marketing: 10 Little Known Upsell Strategies That Will Magnify Your Profits

What is Upselling?It means pre-selling any additional features of your... Read More

Name the Top Cable Network

When Cable began as Community Antenna Television in 1948, all... Read More

Creating Customer Value

The purpose of business is to create and retain a... Read More

Mission Statement Impossible

Dant dant da da dant dant da da. Dant dant... Read More

For Market Breakthroughs, Put Timing on Your Side

In today' s marketplace, the pressure for immediate bottom-line results... Read More

Independent Professionals: What Stands Between You and Your Artist Statement?

What Stands Between You and Writing an Artist Statement or... Read More

The Information Publishers Secret Resource Guide To Blow Customers Away!

Have you ever heard the saying, "Give and you shall... Read More

Target Marketing - What Are You Aiming For?

Is Advertising Viable?At the turn of the 20th century, department... Read More

Developing a Contact List- Part Two

In a previous installment, we spoke about how to come... Read More

7 Marketing Lessons I Learned From the Muscleheads at Golds Gym

Can I share a secret with you?I love working out.... Read More

How to Turn Your Promotional Products Expense Into a Profit Center

If you use promotional products you probably already know the... Read More

The Top 10 Ways to Market your Business or Professional Practice Without Advertising

Every business and professional practice MUST be in the public... Read More

Quick Postcard Design Tips

TIP #1: Avoid the "Too Much Information" Syndrome... Read More

Two Methods of Marketing Using Joint Ventures

Whether you're a contractor a local merchant with 150 employees,... Read More

Promotional Products

As a promotions director for a lot of super markets,... Read More

Wife?s Marketing Prowess Helped Edison See the Light

It is well known that Thomas Edison was an inventor,... Read More

No One Gives A Damn About Your Business. Unless You Give em A Reason To

The good news is that there are thousands of people... Read More

Business to Business Direct Mail Sales Letters Need an Offer (and Heres Why)

In direct mail, the offer is the incentive or reward... Read More