10. Expect change
I started out writing consumer catalog copy, then moved into healthcare communications and B2B direct marketing. Today, most of my work is Web-content related. Things changed and my business has changed with the times. Ten years from now, who knows what I’ll be doing? How about you? You can’t predict the future, but you can prepare for it by rejecting overly-narrow specializations and embracing flexibility.
8. Brochures suck
I’m exaggerating – there are times when brochures are useful. But why are they the first thing that comes to mind when marketers are launching a new product/service, when they should be the very last thing to worry about? When was the last time anyone bought anything on the strength of a brochure? Worry about creating a real marketing plan that complements a workable sales pathway. Worry about creating content that attracts attention by addressing your audience’s interests. Only worry about brochures when you’re satisfied with everything else.
7. Direct marketing methods remain relevant
Direct isn’t dead, but dominant. You know when the Web turned from a faddish plaything (late 90’s) to a real, commercial power (early 00’s)? When Google allowed us to apply tried and true direct marketing principles to the Internet: testing, metrics, offers and a relentless focus on specific audiences. If you think social media is any different, think again. The people who are successful aren’t merely “sharing the love” – they’re creating platforms for targeted offers with carefully crafted response devices. Watch and learn.
6. Simple, cheap, effective: pick two
The fuel for every fad engine is the promise that this thing (whatever it is) will be the magic marketing bullet that every marketer craves – one that is simple, cheap and effective. But think about it: even if such a thing were possible, it couldn’t possibly last because everyone would do it and the competitive advantage would be lost. Truth is, you can only have two of the three virtues at a time: it can be effective and cheap (like blogging), but it won’t be simple; it can be effective and simple (like good PPC), but it won’t be cheap; and there are tons of simple and cheap things that aren’t worthwhile whatsoever. Abandon the fantasy. If you’re going to succeed, you’re going to pony up cash or sweat or both.
5. Fads come and go
Speaking of perfection, remember “excellence”? That was the big thing businesses were supposed to achieve back in the 90’s. After all, the pursuit of excellence made Japan the rising sun in the global economy. Then Japan’s economy sank and that sun, set – and the “excellence” fad went with it. Today, there are gurus who’ll tell you that blogging, Twitter, Facebook, mobile, video or the social media app du jour is the must-have thing for any with-it marketer. Now, I’m not saying any of these things are bad, just watch the bullshit. In business, the real question isn’t whether a given thing is worth doing, but toward what ends and at what cost? If you’re not weighing costs against benefits, you’re just following a fad, not leading a business.
4. Perfection is a waste of time
True story: I once worked for a bank on a direct marketing campaign that was delayed for well over a year as the client tweaked and retweaked the offer, the wording, the value prop, etc. Why? They wanted to get it just right. Here’s why they were wrong: while they spent months making incremental adjustments, they lost momentum, leads, opportunities and revenue. Had they taken action when they were 80% there – damn the remaining 20% — they would have gained new business and important lessons for improving their marketing program. Instead, they stalled and got nowhere. Moral of the story: Get moving. Perfection is for dreamers.
3. Safety rules
What really motivates the B2B buyer? Sure, features and benefits are important – vital, in fact. But if we’re honest with ourselves, we’ll recognize that our competitors make promises very similar to our own. Inside the buyer’s mind is a fragile, timid little creature with one ardent desire: “make me feel safe.” This creature cowers before the multiplicity of competing offers, the complexity of conflicting information. Instead of being inspired by hope, it is numbed with fear; after all, in the B2B context, the rewards of a successful choice are far less vivid than the immediate and painful results of failure. Above all else, when you’re marketing to B2B influencers and decision-makers, you have to communicate the certain conviction that choosing you is the safe choice to make.
2. Get (or give) creative briefs for everything
The antidote to the “its only” disasters is the creative brief, a document that articulates the project’s purpose, use, audience, key messages, proof points, etc. Creating creative briefs takes time, so it’s tempting to skip the step. Resist that temptation. Time “saved” on the front end almost always leads to unnecessary confusion that wastes much more time on the back end.
I’m approaching my fifteenth anniversary as an independent copywriter. In addition to accumulating inches around my waistline and gray hairs on my head, I’ve gathered a few insights over the years I’d like to share. Some of these pertain to service providers, like myself; some to service customers, like my clients. I hope that both perspectives will be valuable, regardless of your role.
1. Beware the “it’s only . . .” project
Surprisingly, the big projects rarely take you down. Perhaps because they’re incontestably challenging, these efforts usually come with adequate preparations that temper the difficulties. But the “it’s only” project – introduced as a minor consideration that should hardly take any time or thought, really – will bite you in the ass every time. The simple thing is never simple, especially when little time or thought has gone into its conception, purpose or execution. When a client says, “it’s only,” they really mean they don’t want to pay a lot for it, not that it won’t take a lot of work.
Imagine this marketing scenario: You have a chance to talk one-on-one, not with mere prospects, but with actual customers. And they’ve gone out of their way to talk to you. With an issue of great concern to them.
You’d kill for that, right?
But companies kill that opportunity all the time. When customers call for help, that’s when you should really shine if you want to make a lasting, favorable impression.
Case in point: Friday, I had to resolve some difficulties with an Amazon book I had tried to send to a friend. It didn’t get to him, but was instead routed to an unknown post office. So I contacted Amazon.
First of all, they had a feature on its site for an immediate call-back and they were true to their word; I had hardly finished typing when the phone rang. Within seconds, I was talking to a live human being — a real person, not a “if you want X, press 1 now” virtual anger-stimulator. And she was competent; once she understood the nature of the problem, she called USPS herself, while I was on hold, to reroute the package. Then she returned to me with a promise that she’d call me Monday with the latest update on the package.
Now, how do you think I feel? Yes, I’m satisfied. And I have renewed appreciation for Amazon; I can shop with them confidently, secure in the knowledge that one way or another, this is a transaction that’s going to work.
But is your call center making the same impression with customers? Or are you so enamored with cost-cutting that you’d rather blow a critical brand opportunity to save a few cents on customer service? Instead of “saving” money, save your customers. Your bottom-line will thank you.
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