You’ve probably heard about the atheist bus campaign on the news, you may even be one of the people contributing. It’s attracted a fair amount of controversy, but the copywriting world is bemused by it for a whole different set of reasons.
Quite a few people have asked me recently whether I’m worried about the credit crunch. The answer is, of course I am. After all, I have a mortgage to renew, money in the bank to review, winter’s energy bills to face, food to purchase.
But, when it comes to business at All Words, I actually think that we’re in a very strong position where we can not only continue to maintain and develop our business, but help others to maintain and develop theirs, too.
All business owners and managers are currently looking for ways that they can cut costs without compromising their organisation. And, when it comes to marketing, there’s one thing that we always eliminate - unnecessary expense.
We recently dealt with a company who spent several thousand pounds on marketing last year - and received absolutely nothing in return. Nothing. Nada. Zip.
And why? Simply because they had been using the wrong media and not targeting the right customer. Rest assured, you can create a fabulous marketing campaign that will wow everyone within your company - but if it doesn’t reach the right people, you might as well file it in that box labelled ‘Bin’ right now.
Targeting the right customers is the fundamental principle of marketing - and frighteningly easy to overlook.
Which is why we’ve written you a short article on identifying your ideal customer. Enjoy.
I have a habit of making up words, usually when I can’t find the one I want in the filing cabinet that is my head. Sometimes the dictionary doesn’t contain exactly the right word I’m looking for. Apparently quite a few people agree with me. My favourite is Nopology (n). Any statement beginning ‘I’m sorry if…’
Are you trying to write that one sales letter that will pull in the millions and guarantee your retirement to a small island in the Caribbean? Maybe you have just sent out 5000 letters and wondered why you haven’t had one response. Crafting an effective (and profitable) sales letter is an art, but one that can be learnt.
Think of an inspirational speaker. What exactly is it about them that is inspiring?
Is it the actual, physical delivery of their speech? Their stance, tone and cadence of voice, eye contact, gestures?
Is it their honest passion and inherent emotion that is apparent in every word that they utter?
Is it their ability to make persuasive, reasoned points and sustain a clear argument throughout?
Is it their belief in themselves and what they are saying; the overwhelming sense that what they are saying is part of what they believe is their purpose in life?
Well, at All Words, we have recently learnt that it is those individuals who bring all of the above - their physical, emotional, mental and spiritual aspects of their personality - to the forefront of everything that they say and do, who truly have presence.
And how have we learned this? By working with the fantastic Vivienne Mee: performing artist and workshop leader, specialist in personal transformation, people skills, communication and presence - and a lady who, herself, truly does have presence.
We’ve worked with Vivienne to create the copy on her newly-launched website:
It’s been a fantastic project to work on - creative, quirky, unusual, imaginative and intellectually challenging. Oh, and loads of fun 
Thanks Vivienne!
x
It no longer seems possible to talk about virtual or online marketing campaigns without referring to a) social media and b) viral marketing.
Social media is, basically, media that is driven by social interactions – which, in its contemporary form, generally operates online.
Viral marketing refers to promotional products and techniques which operate through social media via self-replicating processes that are likened to computer viruses – i.e. are spread via email, or via other virtual means that end up operating independently of the company that originally created them.
On the surface of it, this seems like an obvious question to ask when you’re planning a marketing campaign. After all, why shell out a load of cash in order to attract clients who are difficult to deal with; who only want to use those niche services that don’t form the main part of your business and that you don’t really like doing, or who end up taking up a lot of your time for very little reward? Worse still, what if you cast your marketing net so far and wide in an attempt to catch “anyone” that you end up appealing to “no-one”?
However, as we all know, it’s the obvious questions that can often be overlooked as we jump into the detail of a project before looking at the big picture – and the question “Who is your ideal customer?” has made a surprising number of our clients stop, think and then re-think their marketing strategy in our meetings.
This year we’ve had some fantastic projects to work on, and right up there at the top is Cheeky Wipes (launched last week). We’ve written web copy and ads that will appear in national parenting magazines.
And here’s what it’s all about…
Cheeky Wipes – making a bum job better
A squidgy baby bottom is a beautiful thing…changing their stinky nappy isn’t…
What if you could clean that botty, protect your baby, the future of the planet and save money?
Cheeky Wipes Washable Baby Wipes are leading a bottom cleaning revolution – for DISPOSABLE or WASHABLE nappy users…
Save money - at least £200 against disposable wipes
Do your bit for the environment - less landfill
Gentle on bottoms - no harsh chemicals, just fragrant essential oils
Hassle free – all in one kit, no extra wash loads or drying required
Here at All Words Towers, we like to think that we treat all our clients fairly. In fact, it’s something that we pride ourselves on.
Prices quoted up-front, with no nasty surprises; regular contact with customers, so they always know where we’re up to on their projects; honest opinions on marketing, so we’re giving customers what they need, rather than just what they want; client testimonials that tell the truth, the whole truth and nothing but the truth, etc. That’s the way we work - and the way that we know most of you do, too.
Sadly, there are those who favour more dishonest working practices, making false claims about their business, services or products; faking credentials; using scare tactics to manipulate the unwary into making unnecessary purchases, and much more.
However, recent steps have been taken to clamp down on such behaviour, with new regulations designed to make various unfair sales and marketing tactics illegal.
The Department for Business, Enterprise and Regulatory Reform (BERR) has published new guidelines following the implementation of the Consumer Protection from Unfair Trading Regulations 2008, which took place on 26 May this year.
From an advertising perspective, some of the practices being clamped down on include:
- Being honest in advertorials. If you have paid for editorial to appear in the media in order to promote your business, it must be clear that this is advertising, not general editorial. For example, a magazine advertorial should have the words “advertising feature” marked clearly above the piece - or similar wording.
- Not being who you claim to be. Posing as a satisfied customer praising your company on a reviews website, or even on your own website, or blog, will not be tolerated.
- Advertising to children. Addressing kids directly with a plea for them to buy your product, or coerce an adult into buying it for them, is now officially a no-no.
- Pestering. No-one likes to be harangued by unwanted emails, letters, phone calls, faxes, etc. Don’t become a nuisance.
There are many more. A leaflet explaining all the new regulations has been published online:
The Consumer Protection from Unfair Trading Regulations: A Basic Guide for Businesses.
I’m not particularly precious about the words I write. But I do spend a long time writing, editing, thinking about the language I use, often choosing a particular turn of phrase because I know it will engage the audience. And I can get a wee bit grumpy if people start incorrectly correcting my work. However, I’m not a patch on Giles Coren and his rant to The Times…