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Here’s my process for creating taglines.
“If it doesn’t sell, it isn’t creative.”
How effective is your advertising? Chances are that you’re doing the same thing that you’ve always done. However, that may no longer be as effective as it was. You’re spending more money on advertising, and it’s doing less for you.
I feel your pain. That’s why I love free advertising.
Here’s an interesting infographic. Did you know that in 2014, 25% of advertising dollars will be spent online?
Ah, the halcyon days of advertising. Smoking’s been outlawed, advertising’s painfully expensive… and often just don’t work.
If you’re tired of spending too much on advertising, there’s an alternative. As I said in this article, 5-Minute Blogger: 300 Seconds to Success | Angela Booth’s Fab Freelance Writing Blog:
“Why blog? Two words: free advertising.
As Hubspot points out, the blog post is the new advertising unit.
If you want to get paid to write, you need to advertise. Unfortunately, not only does advertising cost money, it’s also ephemeral. You pay, your message gets out, and when you stop paying, your message is GONE.”
I nag people to blog. My clients, my writing students… nag, nag, nag… BLOG!
These days, advertising just doesn’t work as well as it used to. Your audience is everywhere, and nowhere.
This means that you need to try different things. Will blogging work for your business? I have no idea. However, it couldn’t hurt, could it?
Blogging may be a wonderful idea, however, it takes time. It’s much easier to run the same advertising you’ve been running for years, even if it no longer works as well as it should.
Read the article I quoted above. You CAN blog in five minutes a day. Others do it, why not you?
If you need help with your blogging, you can contact me. I’m happy to work with you to set up your blogging program — even to blog for you, if you like.
Just blog. Seriously — you’re missing out if you don’t.
Have you created some marketing personas for your audience? Once you have at least one persona, all your marketing tasks (such as blogging and other content creation) become easier.
Wikipedia defines personas as: fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way.
Persona-creation is vital. Rather than speaking to a vague website visitor, you’re speaking to a real (albeit imaginary) person.
When setting up a blog, for example, you need to define your audience.
In the image above, we look at our blog’s audience, and create personas.
The more real you can make your personas, the better. In this blog post, Marketing Tip: Create Personas Using a Mind Map, I said:
“When I’m creating personas for my copywriting clients, I try to jazz the personas up a little, creating character stories to make them more memorable. This takes time, initially to write little stories involving the personas, and then later, reading the personas to remember who they are.”
If you’re not sure how to create a persona, remember the “I’m a Mac/ I’m a PC” ads a awhile ago?
Here’s a reminder of how great these ads are.
You already know who your personas are. They’re the people who do business with you.
For example, if you’re a real estate person, your personas might include:
* Property investors;
* Property sellers;
* Property buyers…
Tip: it’s possible to go overboard when you create personas. Start with a maximum of three personas which you and your team will use in your marketing right now. You can’t classify everyone at once.
MarketingSherpa’s article, Content Marketing: Targeted persona strategy lifts sales leads 124%, suggests:
“Instead of saying, ‘Let’s just go understand everybody,’ we need to be very methodical and say, ‘Let’s go understand the particular use-cases and all the individuals we typically see in those deals and really understand what they’re looking for.’”
Creating personas is fun. It means that your marketing and content creation is more effective. Give it a try.
Content writers have it tough these days. There’s so much content. How do you get read? You get read by “selling” your stories, and getting free Web page advertising from Google and the other search engines.
I’ve been writing copy for over 30 years. Therefore I tend to look at everything in terms of advertising not only because that’s what I do, but also because it makes writing easier. Writing’s the art of communication. These days, when there’s more “communication” than any person could read in a thousand lifetimes, you need to sell everything you write.
Selling starts with your audience.
Who are they? What do they respond to? Why? What’s the story? Storytelling’s the big new thing in content creation; it’s hardly new, however. Copywriters — PR spin doctors and PR people in general — have always spun a sliver of news into a story. Often they do without the sliver, and just plain lie.
Britain’s tabloid press are past masters at this. 80% of the “news” comes from press releases; journalists spin. Watch the TV news: it’s news as entertainment. It’s almost impossible to sort the real from the nonsense these days. (Journalists get spun too, as well as spinning — viz this.)
It’s understandable therefore that in the battle for attention, content writers don’t pay as much attention as they should to the free advertising Google gives to Web pages. (I admit that Google’s capricious about this.)
Yes, Google gives you free advertising — via pages’ meta data. (Maybe, if you’re lucky and the wind’s in the right direction.) All your website pages (Google ranks pages, rather than sites) have meta data. Search engine bots scoop up the meta data, and display it to searchers. So, if you’re not paying attention to your page title, page description and keywords, you’re ignoring your chances to advertise for free, plus a major source of traffic.
As Search Engine Watch says:
At this point you may be thinking, “But we’re talking about Google organic. Aren’t ads for AdWords?” Technically the answer here is “yes”, but thinking of your web page titles and descriptions in terms of ad copy is a useful way to really understand what they are and what they can do for you.
I’ve been nagging clients for years about meta data as advertising snippets. It just takes a minute or two to create proper page titles and descriptions. Why miss out on free Web page advertising?
Yet, they do. My writing students forget the meta data advertising freebies too, so I nag them as well.
Are you ignoring free Web page advertising? Stop doing that. Search engines can’t read, or take action, so you’ll always write for readers… but don’t forget the gold hiding in your webpages’ source code.
Not that I’m trying to do myself out of a job, but you don’t need a copywriter for basic advertising.
Think about the pain your products solve, and you’re good to go.
As I said in this blog post,Copywriting – Write Ads That Get Customers and Cash Fast | Angela Booth’s Creativity Factory:
“Got Benefits? Now You Can Use Headline, Pain, Solution, Action
Your ad’s headline does two things: it stops your customer in his tracks, and classifies him. When he stops and reads ‘Dog Arthritis? Your Faithful Friend Rests Easy On Our Dog Beds’, the customer will keep reading if he’s your target audience.”