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Uh-oh! Are you forgetting those fundamentals?

9/19/2018

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When I was in college studying for an Advertising degree, one of the first pre-requisites was a course called Newswriting 101 - a basics in Journalism course where we had to practice writing news stories. I had a great teacher who pounded into us the importance of “nailing the lead” – or getting the entire essence of the piece in the first paragraph. Like Mr. Miyagi from the movie The Karate Kid, we had to practice over and over cramming the who, what, when, where, how and why into the opening... being thorough yet brief and intriguing. 
 
Why? Because in the news business, you often don’t get space for more than the lead… or worse yet - with today’s scan-the-news consumers - if you don’t give the most important points FIRST and in a CAPTIVATING WAY, you may lose them forever. 
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With the average person seeing an average of 5000 messages a day – 10 times the amount we used to see in the 70’s - they’re quickly bolting to the next topic unless it absolutely intrigues them.
 
I wondered all during college, and even after, why it was compulsory for an Advertising major to take this newswriting course. Sure, for writing press releases was one reason. But why else?
 
And then after a few years in my first real Advertising job as a copywriter, the light bulb went on. Because with everything we do in advertising and marketing, PR and networking, we’re STORYTELLING. We’re not just pushing a product or a service. We have to be able to “cut to the chase” and “get to the point” quickly with our relate-it-to-me ad messages. Or the prospect is gone.
 
And not just the WHAT – or product info. No, the WHO. The target audience. Who am I speaking to? ​
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As Travel Marketer Meredith Hill says, “When you speak to everyone, you speak to no one.” You have to know your audience to target them properly.
 
Then there’s WHEN. The in-hands date, when the promotion launches. WHERE do they need it? HOW will this product be used, distributed? HOW will the promotion work?
 
And then the most important one… the WHY. The reason for the entire story. WHY are you doing this? What’s the purpose? What’s the goal? If you don’t know the why, how can you even begin to tell the story of why someone would want to buy?
 
(Which is why it drives me absolutely crazy when help-seekers post, “Need gift ideas for a bar giveaway… $5 price point.” That’s IT? That’s all you give us? How about… what is the message you’re delivering for the client? Who are they targeting? And most important… what results are you trying to achieve for the bar opener? What is the purpose of the promotion? I am astounded that sometimes people reply that they don’t know or can’t get this info from the client. IF YOU DON'T HAVE THE FUNDAMENTALS, THEN HOW CAN YOU BUILD A SUCCESSFUL, MEASURABLE PROMOTION?)
 
So now, as I dive into creating a new promotion for one of my clients, and started with the discovery process of attaining the “who, what, when, where, how and why” of their new campaign, do I thank my lucky stars that I began my career all those years ago with Newswriting 101.
 
Long live the fundamentals!
 
Scarlet

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How often should you get a makeover? (A digital branding makeover)

9/10/2018

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Just after my last makeover, I couldn't resist taking this selfie. (Why can't I style my hair that well myself when I get home?)

Do you know that feeling right after a makeover? How sensational you feel after your stylist finishes a great new haircut? Or how rejuvenated you feel after a facial or massage? Or the vibrancy in your step after a relaxing manicure or pedicure?
 
Feels pretty darned good, huh?
 
That’s how your brand feels, too, when you give it a makeover. A fresh face. New look. Crisp new graphics. Look-at-me images. Sharp, short pops of copy.

So how often should you update your brand in digital media?  Well, it depends, experts say. But here are some frameworks:
  • Website front page photos and caption copy: every quarter or sales season.
  • Facebook business page cover photos (not your profile photo): depends, some do monthly, but at least every quarter or sales season.
  • Website total redesign: It depends – some experts say once every 2-3 years. (But it depends on your company, services and market.) Fresh photos and some new content blended in may just liven up your presence.
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OK, but why change?
  1. It shows you have a new story to tell… (even if you don’t.) Imagine your prospects are shopping for companies. Where do they go first? (81% start online.) If your website or social media has fresh, new content over a competitor, guess who’s more likely to win. 
  2. It’s good for boosting you higher in search engines (SEO). Search engines love new content and move it higher. 
  3. It’s good for your users. Fresh content = happier users, who will probably return, convert, buy or recommend your sites to other people. ​
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  1. 4. News Feed Spotlight. With Facebook cover pages, you get more attention to your News Feed when you change photos. It shows your page is alive!

So, I want to do it, but I’m busy. How CAN I be sure to get it done?
  1. Establish a routine to review your sites - web and social -  every two months. You plan your other things routinely… pay your bills, answer your voice mails, etc. This is important too, or you will continually put it off. Are there new services, projects or products to post? Have I checked all my links still work? Awards or anniversaries I need to post? Blogs I should post? New specials or removing expired ones? Updating FAQ’s? 
  2. Write posts in advance. In that block of time, group write new posts and have them ready to post when you want them to. 
  3. What do customers want? Find out what your customers want what to know on your sites and give it to them. If you don’t ask, you don’t know.
  4. Don’t have the time? Find a writing pro and have them do it for you. (WINK.) Just like any other service – what a relief it is when something gets that done for you, you don’t have to worry… and you can concentrate on what you do best…
 
…And then you have time for more decadent makeovers – personal ones!
 
To your next amazing makeover…
 
Scarlet
 
P.S. HELP! I just updated my website after 3 years, and I would love to know what you think. So go to the top and surf around. Then let me know your comments here. Thanks!  www.scarletmarketeer.com
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    Mary Ellen Sokalski

    Diva of Direct Marketing.

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  • WHO'S SCARLET?
  • MARKETING SPECIALTIES
  • EVENT PLANNING MENU
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  • CONTACT
  • MY BLOG: THE SCARLET LETTER