It’s an easy trap to fall into isn’t it? To assume that your behaviours , patterns and preferences are like everybody else’s?
As customers we demand faster, more convenient digital communication and as marketers we continue to invest digitally more and more- so is there really a space in the industry for bringing people together face-to-face?
Over the last 20 years, the way customers find and consume information has changed rapidly. Our expectations have increased dramatically as we have become used to being able to search, find, book or buy what we want instantly.
It’s not Direct or Digital anymore. Newspapers have online subscription services. TV has ‘on demand’ viewing. Customer databases inform targeted social media advertising. And nobody is saying that web customers and shop customers are completely different. They haven’t been for years. The data tells us so! It tells us that Integrated Marketing, rather than a ‘battle of the channels’ will deliver Marketing and Business success.
The internet is awash with methodologies and calculators for determining the return on investment in social media, right down to the ‘Value of a Like’, or VOAL, or the value of a tweet. Rightly so: you’re unlikely to invest without measurement, otherwise how can you adjust your social activities in order to increase the return on your investment in social media
With the preparation of the festive period being one of the busiest times for brands to hit their sales targets, and money in the marketing pot reflecting the importance put on this time of year, it’s of course important to cut through the razzle dazzle of the seductive Christmas TV ads and sparkly lights, and determine how your money is going to get that all important ‘reach’ and ‘customer engagement’.
"I know I have the ability to write well. But whenever I look back on what I've written, it sucks."
This comment came from a delegate on one of my IDM Digital Copywriting training courses recently. It struck a chord with me and the rest of the delegates.
If you want to produce positive, persuasive and successful selling copy, you need a system – one that you can use time and again as a prompt for the production of copy that’s truly brilliant, compelling and effective.
There are two ways to advance a sales proposition to your target customers. One is to use rational explanations that make solid sense. The second is to use emotional drivers. Which do you feel works best?There are two ways to advance a sales proposition to your target customers. One is to use rational explanations that make solid sense. The second is to use emotional drivers. Which do you feel works best?
Do you have a great storyteller in your business? More importantly, do you have one in your sales team or marketing department? If not, it might be time you recruited one. Fortunately there are now quite a lot of them about. Type “Storyteller” into your LinkedIn search box and you’ll be rewarded with 14,386 results. That’s a lot of storytellers.