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


Marketing Mimics Life

Clichés. We've all heard them...and hear some of them so... Read More

Discovering The Benefits That Hook Your Prospect

Benefits! They're what marketing is all about. No doubt you've... Read More

Using a Marketing Calendar Template

Owning a small business isn't easy, especially if you are... Read More

Mortgage Marketing - What Your Client Wants

Your business depends on the success of your marketing efforts.... Read More

5 Ways to Use Your Business Cards More Effectively

Contrary to popular belief, the best use of business cards... Read More

Where Are Your Leads Coming From?

Most B2B marketers spend a great deal of time analyzing... Read More

The Art Of Writing Classified Ads

The writing of good classified ads truly is an art... Read More

Perceived Value Is In The Eye Of The Beholder

Q: My partner and I are having a hard time... Read More

Unique Selling Proposition - Your Competitive Advantage!

To capture a larger market share and be viable, sustainable... Read More

Big Ticket Marketing in 28 Minutes

I read an article recently about how many mainstream retail... Read More

3 Strategies to Market Your Business Even When There?s No Money

Many small and home based businesses know they need to... Read More

Standing Above The Crowd

In today's highly competitive business environment it is critical to... Read More

Your Marketing Plan - Prerequisite to Success

Marketing is a vital aspect of a business' operations. It... Read More

When You Need More Than Magic To Keep Your Marketing Going

It is easy to focus on what remains outstanding and... Read More

Find the Goldmine Within Your Business

Doing a current customer breakdown can help you find the... Read More

Raise Your Income!

How often do you sit around and wonder how to... Read More

Make Your E-Mail Signature File WORK for You!

You're probably familiar with e-mail signature (or "sig") files -... Read More

Budgeting for a Postcard Mailing

If you've never done a postcard mailing, you're probably wondering,... Read More

Hold Onto What Youve Got

You probably spend a great deal of your time looking... Read More

Client Attraction Technique #1: Niche Marketing

When asked "what business are you in" many business owners... Read More

Do Not Consider Running the Same Yellow Page Ad until You Read This

Grant Businesses have a love-hate relationship with the Yellow Page... Read More

Funnel Your Way to Marketing Success

A funnel is a good way to think of the... Read More

How Price Gouging Can Hurt Your Business

"Price gouging" is an emotional, inflammatory term. Everyone is against... Read More

Another Commercial? Dont Touch That Dial! Watch & Learn

When commercials come on the television do you get up... Read More

An Internet Marketing Strategy that Works

You can't put up a beautiful (or any) web site... Read More

Take the Test: Do Your Marketing Materials Really Grab Attention?

Today's constant bombardment of marketing messages means your materials must... Read More

51 Ways to Say Thank-you in a Fundraising Letter for a Non-for-Profit (Includes Examples & Samples)

One of the hardest jobs in fundraising is crafting original... Read More

Marketing Success - Marketing Strategy - Brand Identity Guru

Marketing message x Credibility x Visibility = Marketing SuccessThese three... Read More

Why Trying to Get the Appointment Can be a Recipe for Dis-Appoinment

Why Trying to "Get the Appointment" Can be a Recipe... Read More

5 Great Ways to Reach Your Target Market

There are many ways to reach out and find the... Read More

Simple Marketing Strategies Versus an SEO Line of Attack!

Each and every day those of us on the Internet... Read More

Marketing Planning Made Simple - Another Small Business Power Tool

Marketing planning must be really difficult and complex, otherwise why... Read More

How Important is Your Marketing?

Bob called last week from Phoenix, Arizona with some stunning... Read More