Tag Archives: Copywriting

A Number Is A Fact On Your Way To Trust

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Readers like numbers because they believe the numbers represent facts,” Rick, our Digital Director said.

Numbers and Trust

“And facts will get you to Trust,” I responded.

We were sitting on the deck. I was sipping an iced tea.

Rick took a sip of his Pale Ale and went on, “But it depends on how you use ‘em.
Here’s five ways I think are really important:

1. Numbers are specific. Saying you have 3 models from 7 different brands says you have selection better than saying you have ‘superb selection’. More Trust. Less confusion.

2. Numbers are quick. I just flat get ‘em without having to think about it if I use the numbers In 2 for 1 versus the words, the story is much easier to see and comprehend. More Trust. Less calculation.

3. Numbers are easy to test. Changing from a word to a number in a headline or subject line or a teaser on an envelope can be done quickly and easily and you won’t believe the lift sometimes. And price testing. It is so easy on line. More Trust. Definitive answers.

4. Numbers enhance believability. Say you make a robot with a placement accuracy of 2 nanometers and a .002/second cycle rate. You and I do not completely understand those number but the engineers that need the machine will want to know more. More Trust. Personalized data.

5. Numbers adjust to demographics. In pricing, the numbers you use can skew how a product is perceived. Look at the difference in a price of $10 versus one of $10.00 where the cents are included. The higher the price, the more the high-end buyer wants to see the cents as well as the dollars. More Trust. Specific prices.

People believe you can’t shade meanings with numbers so they trust them more than words.”

 

Jerry Fletcher’s blog recaps conversations with clients, prospects and an unruly mob of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the ringleader and “Watson” of the dialogue.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 25 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

Your Story Is What?

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“We missed you last week. What were you doing?” asked our get right to it sales type, Kate, as I took my seat.

Statue of Knight on ledge“Since you must know,” I said, “I was talking someone down from a ledge.”

“Mistah Fletcher,” Bubba oozed in his best Georgia peach way, “that is no job for the likes of you in my humble opinion.”

“That depends” I replied, “on a number of things. First, how high was it? Second, why was he up there? And third, was there a fire company with a net handy?”

Chris suggested in his digital director way, “Sounds like your leading up to the topic of the day and it doesn’t sound a lot like marketing or sales or all the stuff we usually talk about.”

“You are so wrong my oriental mastermind friend,” I said. “The guy on the ledge was me and I had totally screwed up my first column for a major forum. I didn’t need a net because the founder/editor is a gentleman and knows how to get the best out of a writer.”

Gail leaned looked over her glasses in her writer like way and said, “Back up. What were you attempting to write about?”

“My premise was that every company has a story. Each of us has heard and I’ll wager told stories about our companies and those we have advised. Most of us have heard how ‘when it absolutely positively has to be here overnight’ came to be and the legend of ‘just do it’ and others.”

“So where did you go wrong?” asked Rick our Direct marketing guy.

“I’ll bet I can tell you where he got all cattywampus,” said Bubba. I’m thinkin’ he went off the tracks on either Persona or Plot Line.”

Rick smiled and said,  “I’ll do the Persona piece. My partner studied this for years. What he came down to was that there were only three or four personaes that work in a selling context. He called them archetypes. They are:

  • The Expert the person who has gathered the data, compiled the information, taken action to gain knowledge and with experience has come to wisdom.
  • The Knight who doesn’t know about something but goes looking to solve a problem and then reports back on the results of the quest.
  • The Collector who gathers experiences and along the way finds secrets that must, in his/her mind be shared. Sometimes the most powerful version of the Collector is a person reluctant to step into the limelight which makes the discoveries just that much more appealing.”

Rob said “Well done, Yankee!” He acknowledged Rick’s nod and went on, “Plot, according to Ray Bradbury is human desire let run, running, and reaching a goal. It cannot be mechanical. It can only be dynamic. Here are four plot lines that you are already familiar with if you’ve ever read a comic book, attended a Shakespeare play or sat through a George Lucas movie:

  • Challenge and Call can be a game of chance, a personal problem remedied or as simple as standing up to that voice on your shoulder. You respond to a negative situation and find your way out of it.
  • Transformation is the before and after story. It demonstrates the change you’ve learned which you can bring to someone else’s life or status or health or you name it.
  • Finder’s Sharers is when you relate the way you came upon something and the effect it can have for the buyer. A subset of this is often about revealing a secret discovered.
  • You and me against the world is a replay of the competitive thing that most business owners believe in. Just like the war of Yankee aggression, it divides the audience and will make some of them hardcore fans.

Theah’s more but that’s the bigun’s in the briar patch.”

“You guys hit the nail right on the head,” I said. “I went back to my notes on our discussions about stories and using them for corporate positioning and branding. It was all there. Thank you all for helping me down off the ledge.”

 

Jerry Fletcher’s blog recaps conversations with clients, prospects and an unruly mob of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the ringleader and “Watson” of the dialogue.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 25 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

3 Secrets to Linked In Success

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Linked In SecretsAs I sat down, Kate, the sales doyen was saying, “It is amazing what you can do with Linked In! I use it to research companies and prospects and build my perceived expertise and all sorts of things.”

Rick asked, “Care to share?”

“Allow me my direct marketing friend,” I said. “I’m always curious about how folks use social media tools. I wrote a primer for my clients on Linked In mostly about how to get started. Here are the three things I said were essential:

  1. Build a great Profile that includes your key words and start adding connections.
  2. Select some groups and participate.
  3. Research people, companies and prospects you find interesting and follow them.

Kate clapped her hands and said, “Way to go for the basics, big guy. Anybody have advice on the profile part first?”

Chris, who makes his living as a Digital Marketing Master, said, ”Remember that anyone searching you on linked In has one of two attention spans:

  • As long as gnat in a windstorm if they are scanning
  • As long as it takes to read it all if they really want to know about you… the kind of research I’ll bet Kate does.”

Branding Guru Rob (who we all call Bubba) piped up, “So you’d best ‘member to give folks a reason why to learn more with the words right behind your name.

“Good point Bubba,” said Kate. “I’m going to read that piece that Fletch wrote for the profile part. What about the part they call interests on linked In?”

Gail said, “I’m a writer, I like to know what they are calling things so I opened it up on my laptop. Under interests it has: Companies, Groups, Pulse and Education.

“Let’s stick with groups,” said Rick. “Do I want to go with peers or prospects? Do I even have to choose one or the other?”

“Kate,” I said, “let me take that one. I say both. If you do only peers it can wind up like you’re talking to yourself but you do need to know what is going on in your profession. Prospect groups can give you insight into what they want from people like you and whether or not they have problems you can solve… for a fee.”

“I agree,” said Kate. “The only way to determine which groups to join is to look at them. Look at the number of posts and comments and frequency to decide which ones merit your attention. Then get involved. You can set notifications from for every discussion to daily or weekly summaries.

Gail asked, “What about research?”

“Pull up my profile,” Kate responded. Notice that there are entries in just about every category they provide. Notice, too that the words sales, sales consulting, sales training and other sales references occur throughout. (Sign up to get your copy of the Networking Ninja Beginner’s Guide to Linked In.)

That gets people to come to me. But when you are looking for information you can use  just type the search term into the search box at the top of the page. A person’s name or a company name is where I usually start. Once you get to a person’s profile you’ll be able to learn more than you ever thought possible. Where they went to school, how they got to their current position, even how you might be connected.

Every person I know uses it slightly differently but there is no longer an excuse for walking into meeting with an executive knowing nothing about them.

The Takeaway
Have a complete profile that is consistent with your website, your other social media profiles and causes people to want to contact you.  Engage with the kinds of people that can keep you informed about your profession and may need your services. Be proactive. Look into those that express an interest and build the relationship.

 

Jerry Fletcher’s blog recaps conversations with clients, prospects and a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the ringleader and secretary of the dialogue.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 20 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

 

Marketing In An Age Of Simultaneity

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“It’s morphing again,” Bubba said as he lowered himself into a side chair.

Robot juggler“You are the branding Guru” said Rick,” but sometimes you are more than a little mysterious my friend. What the heck are you talking about?”

“Marketing and ‘bout everythin’ else,” Rob responded.

“So,” Kate said, “does that include sales?”

Rob drawled, “If you can’t run with the big dogs, these days y’all gonna have to stay on the porch.”

“Rob,” I said, “back up and tell us what got you all stirred up.”

“Look around the table,” he said. “Ain’t a one of you that does just one thing anymore.

Rick is a statistical whiz which is why he’s so good at direct marketing. And on top of that he can network his way to new business pitch standing in line at an airport check in counter!

Gail, writes, edits, teaches others to do it and has been an on-air personality and run a couple of ad agencies.

Kate can consult in a boardroom in the morning and go out and make cold calls with a newbie in the afternoon and then make a speech in the evening.

Chris writes code plus drives a digital marketing team that has built a business to twice what it used to be and he dabbles in real estate because he likes the investment opportunities and making houses better.

Fletch has a degree in design but managed ad agencies and PR firms. He’s an expert at positioning, CRM and automated marketing and speaks on three continents on networking. Somehow he explains what Rick does.

And we are not unusual. Like a lot of folks we do all that stuff simultaneously!”

Gail interjected, “So what is bothering you Rob?”

Rob replied, “Used to be y’all could be a writer or a coder or a single whatever. Today to be say a reporter you have to blog, tweet, video the event or the interview, photograph it, edit it and serve it up in multiple forms all of which require some expertise.”

Kate said, “I see what you mean. Most of us have been successful because we can do multiple things reasonably well rather than just a single thing.”

“But it’s more than that,” Chris noted. “That multiple expertise is what used to make us stand out but I think Bubba is saying that it is now the new marketing norm.”

“Y’all got it,” digital dude. “If you’re fixin’ to get into the business or you are ready to break out you’d best be adding some skills that match up with what you do or take it ‘round a corner folks haven’t connected yet.”

Gail said, “I’ll translate:

The Takeaway

Being good at one thing is not good enough anymore. You need to match your primary skill with a couple more that give you more insight and a greater spectrum of bankable capabilities.

 

This blog recaps the luncheon conversations of a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the fictions ringleader and secretary.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 20 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

What Is The Best Pick-up Line Online?

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Rick said it again, “A pickle label is the best pick-up line.”

Pickup line on line

Gail, one of three ladies at the table responded, “I love you dearly lad but believe me you need a great deal more. How long have you been married this time?”

She was just the first. All the rest jumped on him with varying degrees of disgust based on their age and their sex.

It fell to me as the oldest guy at the table to ask “What are you really talking about my crazy Direct Marketing friend?”

“Finally,” he said, “A person who is not besotted with carnality. What I meant was that failing all else play to the problem your target has. Label it. Help them understand what you are talking about even if you can’t bring yourself to use socially unacceptable language. Get as close as you can.”

Rob, our branding Bhudda smiled and said, “Now I get it. How many of you know what this headline was for: Within the curve of a woman’s arm…

Gail, copywriter and editor answered, “I don’t remember the product but it was the first underarm deodorant for women.”

“Hold it, I said, “What has that got to do with a pickle label?”

Rick replied, “It is kind of a shorthand way of saying that people will pay more attention to you on line if you tell them what you’re selling or problem you’re solving in their terms.”

Chris, the digital marketing director chimed in, “So what you’re saying is that in Adwords for instance I’m better off to use a headline that Includes the Main Keyword.

“Exactly,” Rick responded, “When your main keyword is in the ad and it matches the search query, the keyword will show up in bold.

Test your way to success.

The Takeaway

Test what you’re doing on line. Start with the pickle label and use that as your base of comparison or control. For instance:

Snoring (the pickle label)

Stop snoring (the benefit pickle label)

Stop Snoring Guaranteed (The benefit pickle label with a guarantee)

There are lots of alternatives but does that make the concept understandable to one and all? Remember, include the pickle label, the keyword that appears in your targets search in order to get your ad clicked on. That is what makes it a great pick up line on line.”

 

The lunch bunch is a group of marketing and sales professionals that meet each Friday. They discuss what’s new, what’s old, what’s good, bad and ugly but mostly what works. Jerry Fletcher is the ringleader and the one that writes up their comments. Sign up to get them all at www.JerryFletcher.com/profit .

Jerry Fletcher has been researching and implementing marketing that builds businesses, careers and lives of joy for over 20 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

A Nudge Is Not A Call To Action

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Wake up! Call to ActionThanksgiving weekend. The plane was full. He collapsed into an aisle seat pulled his ball cap down over his eyes, lowered the seat back and in seconds was in deep slumber.

When we pushed back from the gate a flight attendant tried to wake him. Three times she nudged his shoulder and said “Sir.”

It didn’t work.

Then she whispered in his ear, “Honey, wake up!”

He startled and came immediately awake.

The ladies of the lunch bunch snickered and the guys looked puzzled.

I said, “It is not an uncommon problem. Sometimes, no matter what we do we can’t seem to get their attention. The answer is in finding the emotional hook that penetrates deep into their psyche.”

“A female voice. An intimate name. A command.” Rick, our Direct Marketing wizard noted. “That, my friends, is one delicious call to action. It works because it operates way below the logical level. It taps into the old brain, the one that causes us to bolt and run at the appearance of danger or to leap up to rescue the maiden.”

“You might could say that stewardess got that fellow’s attention,” said Rob. Rob looks like the Gerber Baby after about 50 years and is our bouncing branding expert. He went on, “Much as I preach at y’all about branding this is one of those areas where I stand in awe of folks like Rick. When you have to make the sale in print or on the air or on-line knowing how this sort of thing works is worth every penny ya’ got to pay for it.”

“Thanks, Bubba,’ said Rick.

“If you two start holding hands I’m going for an ice bucket,” said Kate our sales doyen. “So why did you bring this up Fletch?”

“Because I was trying to figure out how to help an acquaintance in an Agency in China who had noted a sales problem in his operation. He and his sales manager were concerned about the necessity of making a bunch of cold calls and having to generate lists of folks to call on. This is a digital agency that landed a few whales to get started but now those projects are running out and they are discovering that professional service businesses, like agencies, need rainmakers.”

Gail our resident copywriter and editor piped up, “And they need to know how to network to new business.”

I said, “The way you do that in my book is:

  • Go where the money is
  • Sell what they want to buy
  • Do it again.

That works in all businesses not just professional services but the key to get the contract is to find that emotional hook that pushes the new prospect to take action. My acquaintance understands nurturing a market for a client but doing the work got in the way of finding a way to sign up new business. ”

“And the moral to that story, “said Rick, “is that no matter what business you are in the call to action is critical. If you can’t get them to move you have no business. Even in business to business situations an emotional hook performs better than anything else. Always.”

Jerry Fletcher focuses on making the techniques of enterprise level marketing available to entrepreneurs, professionals and small businesses. His consulting website is www.JerryFletcher.com

Jerry speaks professionally on Networking, Marketing and Contact Relationship Magic internationally. His speaking website is: www.NetworkingNinja.com

Marketing Is The Pour Not The Funnel

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Marketing is the Pour Not the Funnel“Big business or small business marketing is not a funnel,” I ranted as we took our seats.

Kate our sales doyen said, “The whole thing of getting people to buy has been called the sales funnel for years, why are you arguing with the obvious?”

I said, “Because it isn’t.”

Rob, the rotund branding Buddha, asked, “What isn’t?”

“Marketing is not the funnel. It is the pour, I said.

Five voices said in harmony, “The pour?”

“I think about Small Business Marketing all the time. One of the confusions that has occurred as we’ve seen the world move toward digital marketing is the integration of automated marketing and sales force contact management systems and what are now called contact relationship management systems. Marketing, Sales and Customer Relations are all being knotted up in a single system so the boundaries keep getting confused,” I said.

“I thought you liked integrated systems,” said Rick, our go to guy for direct marketing.

“I do,” I said, “but when sales expects marketing to hand them leads so qualified a rookie could close them something is wrong with the system and when sales pushes the maintenance of a relationship off to customer service…”

Kate pounced saying, “What is your problem? Sales is responsible for hitting higher quotas every year. We have to make sure we’re closing all the time. Now you have the tools to do the nurturing you need to do to get us good leads. What is your problem?”

“My problem,” I said, “is the same one that marketing departments and agencies and consultants all have. The expectations of corporate America have shifted to make us responsible for the funnel instead of the pour. Before, our job was to pour as many folks as possible into the sales funnel. We were always pushed to qualify them as potential customers. But sales had to close them”

“Thas right,” said Rob. All our ads built awareness of the brand, gave folks reasons to prefer the brand and even included offers for more information or free trials. Our job was to pour people into the funnel. Sales had to nurture them.”

“Bubba, I couldn’t agree more,” said Rick. My business is a combination of marketing and sales so we have to understand objections and stalls and all the stuff that a sales person goes through nose to nose with a prospect because we have to deal with it in print and video and you name it. Our job was to pour people into the funnel and move them as far down it as possible either getting the sale or handing off to a sales person.”

Gail said, “But things have changed. Marketing is expected to pour people into the funnel and then do all the information provision, all the nurturing, all the Q & A, all the funnel fact analysis, all the digital body language observation and in some cases even take the orders on line.”

Chris said, “But that is not all bad. My Marketing staff and the Sales staff sit side by side. There is great feedback both directions. We try to be professional about it. Marketing knows that our primary job is to pour as many people as possible into the funnel. And we know that we can help move people down the funnel but sales ultimately is responsible for changing contacts into contracts.

Thing is, we used to fight about the materials and presentations needed and sales would go zooming around completely off the Value Proposition.

Not anymore.

By working together we close faster, easier and more profitably.

Marketing’s job is the pour and to lubricate the customer’s journey down the funnel.”

“I guess I can buy into helping grease the funnel,” I said, as long as marketing is still the pour.”

 

Jerry Fletcher is focused on making the techniques of enterprise level marketing available to small businesses. His consulting website is www.JerryFletcher.com

Jerry speaks professionally on networking, marketing and Contact Relationship Magic across the Americas. His speaking website is: www.NetworkingNinja.com

How To Sell What They Want To Buy

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“I heard you say that serendipity is not why sales close,” said Kate as she took her seat.

Expectations“That’s right, I replied. “Jim, one of my clients, was speaking at an event with a top mergers and acquisitions guy. Each made the same point. In their view the organizations and individuals buying companies were buying what they believed the purchased outfit could do in the future. Past achievements were just that…past. The M&A guy focused on the shifts in valuation away from basic accounting data to critical evaluations of people and processes. Jim pointed out that in privately held businesses, the founder/owner is so much a part of the business that purchasers are particularly interested in who is going to be running things when he or she leaves. Buyers are basing the purchase price on projected performance. ”

”That is exactly what some research on resumes uncovered,” Gail chimed in. “If you have two candidates that are equal in every other way the candidate perceived as the one that will deliver on higher expectations is the one that gets hired. Been there, done that and got the T-shirt is not enough. Getting the interview starts with the cover letter not the resume. If the letter is more than a transmittal and shows a little flair while voicing career expectations the candidate has a better chance of getting through the door.”

“Welcome to my world,” said Rob. “What you two are blithering about is Brand, plain and simple. One of the best definitions I’ve ever heard for it is that Brand is a promise. It is the sum of people’s expectations fulfilled. It is the mouthwatering first taste of the chocolate chip cookie you smelled baking in the mall. It is the relief you know those over the counter pills will give you for your arthritis. It’s what makes that two hour ride to Granny Elders for one of her Sunday dinners worth it…both directions.”

“Anticipation is what gets them,” said Chris, our digital specialist. “I keep going back to print to understand the direct marketing side of digital campaigns. The deeper I get into the swipe file the more I find that the successful campaigns get people to respond for reasons other than features and benefits. Sure, you have to have that information but the real hook is what the prospect thinks they will get for making the purchase. Sure you have to solve their problem but the solution needs to be as they see the solution, not as you do.”

Rick said, “Your mention of a swipe file reminded me of a letter I keep on the bulletin board by my desk. For years the Wall Street Journal used the same letter to generate subscriptions. It is on monarch sized paper which makes it look like it is from an executive on his personal stationery. It carries the Journal logo at the top and is about a four page letter. It begins with a paragraph that sets the scene on a beautiful spring day 25 years ago when two young men graduated from the same college. It fast forwards to today when the same two men are attending their college reunion. One is a manager in a company. The other is the company president. The rest of the letter deals with what made the difference.

The key thing however is that the recipient of the letter was constantly in front of the writer. He was focused on the desire of the reader to succeed. (If you’d like a copy ask in a comment.)

Kate nodded. “Now you know why I ask some of the questions I do,” she said. “A lot of sales people try to rush it. I find that the less I try to close the better off I am, particularly if the price is substantial. The questions I find most helpful are ones like:

What do you expect to happen if you go ahead with this?

What will happen next when we put this in place?

Afterwards, how do you think things will change?”

“If you’re going to sell what they want to buy you need to understand the emotional impact of the purchase on the prospect,” I said. “That is true whether you selling in print, on line, or face to face.”

 

Jerry and the crew will return next week.

Jerry Fletcher crafts Trust-based marketing guidance for the “Little Guy” adapting enterprise level approaches that work for little or no money and time. Learn more at: www.JerryFletcher.com

Jerry speaks professionally on three continents. Learn more at: www.NetworkingNInja.com

How To Get Inside A Closed Mind

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Mind change Graphic

Factual graphics can begin to change closed minds

The saying should be “A graphic with the appropriate caption is worth a thousand words,” I said.

“I thought it was a picture is worth a thousand words,” said Kate.

“The problem is that people keep trying to put information into smaller and smaller bites,” said Gail. I saw some research I passed on to Fletch the other day that showed how to get people to see things your way. The scientists tried three ways to get folks to accept the evidence in the case:

  1. A paragraph of copy that provided facts that were in opposition to the participant’s viewpoint.
  2. The evidence presented as a chart or graph.
  3. Building the self esteem of the test subjects so they are less threatened by the facts.”

Chris said, “I’d bet on the chart. As a Digital Marketing Director I know we can get real traction with graphics. I’ve used infographics to great success. It isn’t always easy and sometimes the facts are hard to pin down, but when you can find a good source it is powerful.”

“The key is what the mind perceives as ‘real’ and therefore more believable, “ I said. If you use the scientific rigor that was applied in this research you have to agree with the findings. Taken alone, the data confirms the old saying.”

Rob chimed in, “Don’t y’all just hate it when he says something like that? I mean you know he’s gonna land on that with both feet. But before he does I want to make a point ‘bout branding. A logo type is a kind of graphic and originated so that folks who couldn’t read would be able to find the tradesmen they needed. Today, logos play the same role but the other visuals that accompany any corporate communique have to be consistent with the perception of the company. As malleable as folks would like the public to be, they aren’t. So the thing for everybody to remember is you can trash your image in a heartbeat. Be careful y’all.”

“As I was saying,” I continued. “You have to understand where the person you’re talking to is on the spectrum of belief on the subject. On top of that you need to know when to say more and how to say it. An open mind is searching for data. A closed mind is not. A graphic is a great way to sneak up on a closed mind. It is like having a passkey. You’re in before the alarms can go off. And then you can get on with the persuasion.”

Gail said, “ That is, in essence what the research said. But I agree with Fletch. It is an opening to begin the persuasion. You can’t stop there. If you use a chart it must have a heading that is factual and does not draw conclusions. If it is embedded in an article the tenor of the piece should be one of sharing hard data. If conclusions are drawn it must be closer to the 1000 word level.”

“She’s kinda right.” I said. “All you “Little Guys” take note. Often we cannot get people to read the 1000 words. So write a caption for the graph. Have it open with facts and suggest that there is more information including charts and graphs available if they will just click through. Place graphics at multiple points in the copy. It will get your message read. It will be more persuasive. You’ll convince them to buy.

Let me say that again:

  1. Use a factual headline that engenders curiosity
  2. Make the graphic the major illustration
  3. Put a caption under it to get people reading
  4. Use long copy to persuade
  5. Sprinkle the copy with graphics (and caption)
  6. Stick to the facts
  7. Include a specific call to action ”

Agree or Disagree? Let us know with a comment below.

Jerry and his crew will be back next week talking about what you need to know to build your business.

 

Jerry Fletcher is a Marketing Consultant and Coach who works with just a few select small businesses, solopreneurs and start-ups at any time. www.JerryFletcher.com

Jerry Speaks and will be making a rare local appearance in Oregon, a presentation for Oregon Horse Country on September 20. www.NetworkingNinja.com

 

Marketing Is Not A Matter Of Opinion

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Not my first rodeo“So did you fire that client,” Rob asked?

“You know this isn’t my first rodeo,” I said. “I have fired clients before and I’m sure I’ll do it again. It always bothers me when someone believes they have more expertise than the person or organization they are hiring for that reason. I’ve been in the middle of that nasty space since I was an ad agency ‘fire fighter’ long ago and far away”.

Rob drawled, “but the question here is whethah you’re the bronc or the rider. Now, I could have said Bull or rider but theahs just too much bull being slung in this discussion.

I’ve been bucked off and I know that it hurts everywhere but most of all deep down in your pride. The thing you got to pay attention to is you got on that ride thinkin’ you might could bring it to rein. When that doesn’t happen you discover it about 6 seconds in and the next thing you know theahs a clown keepin’ you alive.

Reckon I’m your clown. My advice is get out. You’ll burn yourself out arguin’ and any work you do will be damaged by the lack of belief both parties have. Pull your tail out from under granny’s rocker and hie yourself down under the stoop and wait for a friendly face. Believe me, you don’t need the aggravation.”

Kate looked over her glasses at Rob and said, “Bubba, It scares me. I’m beginning to understand you. In this case I think you’re right. There are times when things just don’t work out. I know Fletch was the go to guy in a big ad agency when clients were getting out of hand and I’ve met some of the folks he got back on track. So if he says this time it is different than perhaps he’s right. Maybe it is time to fade into the sunset. But, I’m like him I don’t like to admit defeat.”

“But is it?” Asked Rick. “I don’t think it is admitting defeat. You saddle up in the chute and at that point there’s no doubt who is in charge. Then the gate opens and all hell breaks loose. That’s what happened here. That Bronc or Bull has no respect for you. What did you expect?”

I responded, “In all truth I think of the client as a friend, someone I’ve known for an easy 20 plus years. We have never agreed on politics or how to change government but have always listened to each other. That’s where he earned his spurs about 20 years ago. I would defer to him in that arena without question. But that is not fundraising from the general public for a charity in small amounts. And that is the problem.

He believes this requirement is in his bailiwick and I believe it is in mine. That is not going to change. I grant his expertise in political stuff but not this. And he is just as adamant.

“Two choices,” said Gail. “Walk away or do it his way.”

Chris chuckled and said, “Don’t look now but I think he’s headed back to the chute.”

What would you do? Tell us down below.

Fletch and his marketing buckaroos will return next week. See you then.

Learn more:

Networking, Marketing and Contact Relationship Magic for the “Little Guy”
www.JerryFletcher.com

Speaking on Trust based Marketing, Networking and Inbound Marketing
www.NetworkingNinja.com