Learn marketing at home, learn digital marketing, learn copywriting, learn marketing online

Learn Marketing. No College Required

Digital Marketing, Traditional Marketing

Warning: College lecturers may find this content upsetting.

With so much content online, everybody has the opportunity to become a student and in their own time too.

You mightn’t get that diploma when you’re finished but you won’t get those bills either.

Now I’m not suggesting a boycott of traditional education. Going to college is an important growth experience for many people.

I myself found the structure of college life invaluable.

Assignments had to be in on time. Group work had to be undertaken with people of varying levels of skill and attitude.

And of course the lecturers.

A good lecturer will allow you to understand a subject in such depth and perspective that studying on your own cannot replicate.

That said, with so much quality content online, anybody can master a subject without college if they have the dedication to do so.

I’ve used Copyblogger and Hubspot for years.

They are two of the best marketing education resources online.

For a more structured approach, check out this article from Brad Zomick.

He has really put some thought into this but more than anything it shows you what is possible. Taylor a plan to your own needs. It will get you thinking.

I hope you’ve found this useful. If I’ve inspired you or you have any questions comment below.

Thank you for reading.

image from freeimages

The real Don Draper

The Real Don Draper

Copywriting, Traditional Marketing

I’ve watched Mad Men 7 times. Start to finish.

I know it inside out.

I never knew that Don Draper was based on real ad man George Lois though. An advertising legend by any measure. Despite his critics.

Either way, this makes for fascinating viewing.

Thank you for reading.

image from selling out

Shocked by marketing, controversial advertising, advertising content

Shocker: Some Advertisers Like Controversy

Original Marketing

Big business advertising and controversy have always had a close relationship. It’s no accident.

Yes controversy is usually courted with purpose and yes there is no bad publicity (almost).

This video by The Richest shows some of the more ill advised campaigns from recent years.

Although I don’t think any executives here went hungry as a result of the public’s reaction (well maybe one did), a few certainly lost some sleep.

Enjoy.

Thank you for reading

image from freeimages

Content marketing film, content is king, marketing content

Documentary Shows Why Content Is King

Digital Marketing, Original Marketing

In a world of expensive TV and print advertising and growing pay per click search engine spends, this documentary may force you to rethink your marketing.

Content is still king and the rise of You Tube, blogging and social media has leveled the marketing playing field.

Creating original, engaging content is very possible, even for smaller organisations.

I found this film to be truly inspiring and scribbled down pages of ideas while watching.

I hope you get as much from it as I did.

Thank you for reading.

image from freeimages

Marketing That Turns Customers Away

Copywriting, Traditional Marketing

While in Dublin city today I saw a restaurant window that I’d seen many times before in a new light.

I’m taking the kids to the same area next week and plan to eat out somewhere before we go home. As I drove I scanned around for a suitable place and laughed to myself when I looked at Pitt Bros.

Families not welcome marketing, target market marketing, shop signage, demarketing

Read: Families not welcome

“Well I’m not taking them there anyway”, I thought to myself. Then I realised: They don’t want us there. They don’t want our business. Families are quite clearly not welcome.

And that’s fine. They know their target market. Good for them. It’s just rare to see such an obvious example of customer exclusion.

 It’s a trendy street, lots of nightlife and colleges close by and it seems to be working for them too. The place looked packed.

Still, I couldn’t help but thinking it’s lazy copywriting. Lazy and crude.

If your product has genuine quality, it seems to me that a shop front like this one gives the wrong message. Even if it is to the right people. It just feels low-rent to me.

When I got home, my curiosity still high, I did some research and came across an interesting article by Rags Srinivasan about demarketing. The practice of proactively discouraging potential customers who don’t fit your target market personas. It is available here.

Anybody have an opinion on this? If it’s working, does that then make it good copy? Am I old before my time?

Please comment below.

Thank you for reading.

Integrated marketing communications success, target market

5 Steps To Integrated Marketing Success

integrated marketing communication

Integrated marketing communications can seem complicated at times.

Taking some time to lay a solid foundation will give your campaign the best possible chance of success.

Before you release any content out into the big bad world (or spend any money) take a step by step approach to outlining your strategy.

I’ve created this cheat sheet to help you do just that. In just 5 steps you’ll strengthen your campaign and greatly improve your return on investment.

IMC cheat sheet, integrated marketing communications, imc infographic, imc cheat sheet, Integrated marketing cheat sheet

IMC cheat sheet

I hope you’ve found this helpful. And best of luck in all of your marketing endeavours.

Thank you for reading.

DIY Copywriting: Sell The Benefits

Copywriting

When writing sales copy, imagine your reader is stressed, late for an appointment and in a bad mood.

Presume that no matter how great your product’s features are, she’s going to say “so what?” to every claim you make.

When you know she’s going to say “so what?” to everything you tell her about your wonderful product, you can answer her before she even asks the question.

You’re the copywriter, you do the work.

Don’t presume your reader will think about anything other than themselves.

Or that they have time to.

Your reader is busy and distracted.

She’s late, has the TV on in the background and is trying to prepare her home for a visit from the in-laws – while eating breakfast before her appointment at the salon. Phew.

She’s not likely to spend the time working out what a list of features can do for her. Or how they’ll improve her life as she scans your flyer before throwing it out.

All features have benefits. Many have more than one. What does she need to know to be interested?

Some benefits are harder to find than others. However once you put yourself in your potential customer’s shoes, it’s a logical process.

Usually there are core benefits that lead to secondary benefits.

When you know your customer, you’ll be able to decide on what’s most important to her.

One classic example is a home security system.

Your customer needs to know that this product will give her peace of mind and keep her family safe.

Only then will she go to the trouble of reading how your alarm has a finger print sensor, low power consumption and communicates with her mobile phone.

These features also have associated benefits.

Remember she’s still going to say “so what?”, so include these secondary benefits as you list the features.

Now that you’ve aroused her interest with the benefit most important to her, the secondary benefits will help her decide to buy your alarm.

Not just any alarm.

Often the primary benefit can be implied while focus is given to a secondary benefit.

Use the one that sets you apart from the competition. Remember, you don’t want to convince her to buy an alarm, you want her to buy your alarm.

Choosing which benefit to lead with is your job as a copywriter.

Don’t be afraid to only cover one benefit. Your customer really hasn’t got much time to understand your copy.

Here a crystal clear example from Dyson:

Great copy from Dyson, copywriting, benefit led, customer centric, benefit led copywriting, know your customer

Great copy from Dyson

Everything you need to know is instantly absorbed here.

If I was to offer one criticism, it would be that they should have integrated this marketing communication by including a call to action – a good reason for visiting their website or social media.

If you have any good examples of benefit led selling I’d love to hear about them.

Please comment below.

Thank you for reading.

images from advertolog and uprootedtogrow