Category Archives: message

The Framework for Crafting a Marketing Message That Gets Attention

Written on by in brand communication, message, podcast

Chapter 5 of The Marketing Plan Podcast

Use this framework to give your marketing message more impact
Image courtesy of Jonny Hughes

Your message is more important than the medium. What you say, and how you say it, is more important than where you say it. Chapter 5 is about communication: How to craft a marketing message that gets attention and has impact.

Jay Ehret shares his marketing message framework and the three principles to create a brand message that will move people. Two special guests will join The Dean to share their tips on adding creativity.

Podcast: Play in new window | Download

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(Email Subscribers and Feed Readers, click here to listen: Creating your Marketing Message

Chapter Notes:

Principle 1: Give people your personality

The objective of your marketing message is not to make a sale, but to get the potential customer interested in your second message; it’s about getting them intrigued enough to want to move closer to your brand.

Principle 2: Add your brand’s promise 

Let customers know that a relationship with your brand will have value that goes beyond features and benefits. Your brand promise is what you deliver beyond the product or service you happen to sell.

Principle 3: Add Guile; be clever and unexpected

Create a unique and unexpected message that will capture the attention of your potential customers. Boring messages get ignored. They also anchor your brand with negative qualities

The Guests:

Luke Sullivan– Chair of Advertising, Savannah College of Art and Design, and author of the classic book on creating great ads “Hey Whipple, Squeeze This”

Luke Sullivan on Involving the Customer

Attract readers to your ad by creating one that forces the customer to finish the thought for you.  In order to make something interesting involve your reader.  “Never show what you are saying, never say what you are showing”. Create an ad that causes customers to think.

Tom Altsteil -owner of PKA marketing in Milwaukee, and author of “Advertising Creative: Strategy, Copy and Design”

Tom Altsteil on Three Ways to Maximize your  budget with creativity

1. Unexpected-presenting the familiar in a new and different way

2. Relevant: resonate with your intended target audience

3. Strategic-create an idea that can be extended to throughout multiple campaigns

 

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Your Marketing Message: The Club or The Rose?

Written on by in Advertising, message

Not “getting results” from your marketing campaign? It’s time to examine whether you’re using The Club or The Rose. Email subscribers and feed readers, if you don’t see the video player, click here: Marketing Message Video. Marketing is courtship. I know, that’s old fashioned. People prefer to run an ad to today and get business

How to Handle The Brand Discovery Sequence

Written on by in BAAB, branding, message

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Written on by in message

My wife is a brilliant marketer even though she’s not in marketing. Her secret weapon: Diet Cherry Limeades. But really, her secret weapon is elaboration. Even though my wife has never had formal marketing training, she intuitively knows that elaborate marketing messages are stronger. My wife is a pharmaceutical sales rep and one of her

Made to Stick Messaging

Written on by in Advertising, message

My Top Three Takeaways from the Decker Communications Made to Stick Messaging event. When I watch TV commercials, I’m dismayed that the messaging is just so bad. Virtually none of the TV commercials you watch have a chance of being remembered 15 minutes into the future. They’re just not sticky, and it’s easy understand why.

Cut The B.S. in Your Marketing Materials

Written on by in marketing, message

Freelance copywriter Andrea Goulet Ford of Write Ideas Marketing Blog has a noteworthy lesson about using superlatives in your marketing materials. I urge you to read it here: Cut the B.S. if you want your marketing to make an impact Using meaningless superlatives in marketing is so commonplace that you are probably doing it without

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