Messaging

American Express. Capital One. ING Direct. Nordstrom. T-Mobile. USAA. These are just a few of the amazing, customer-first voices I have had the privilege to work with … crafting messaging that engages, involves, compels and persuades. So what is the secret to “good copy” you may ask? Actually, it’s pretty simple.

No matter what you are saying – tweet, email, banner, letter – never forget that you are writing to satisfy the needs of the reader not for yourself.

Readers, I have come to learn by speaking with as many of them as possible, have fairly universal needs. When engaging with any marketing message, they are primarily interested in getting the answers to the Big Three Questions:

What is it?
How does it makes my life better?
How do I get it?

Great messaging always answers these three questions. Marketing messages that miss the mark usually either a) don’t answer all three or b) spend so much time with one of the answers that the reader never gets to the others.

Speaking of threes, the messaging I create on your behalf quickly moves the reader through

The Three-Stage Rocket Model of Effective Messaging™

Stage 1 – Awareness

Stage 2 – Action

Stage 3 – Advocacy

If your current messaging is not driving Awareness, Action and Advocacy, contact me and I will provide recommendations on how to make your messaging more effective and responsive.

Case Studies

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

From the Blog

How do you know if your idea Is Good?

How do you know if your idea Is Good?

One of the most difficult tasks we face is deciding whether a creative concept is “good.” Not just clever, or witty, or well executed, or edgy. That’s easy. No, what’s really difficult is determining whether it is Good, as in Will it accomplish these two primary real-world goals? Will it make consumers do/buy more? There’s…+

Do You Know Me?

Do You Know Me?

Hi there. I’m the consumer. (Actually, I think I prefer The Consumer.) Remember me? I’m the one onto which all your marketing attention should be focused. But I think maybe, just maybe, you spend a lot of your time thinking about things like Channel Strategy, and Content Optimization, and Shopper Marketing Fundamentals. And that means…+

The Best Story You See This Holiday Just Might Be An Ad

The Best Story You See This Holiday Just Might Be An Ad

Good storytelling doesn’t require a lot of time. In fact, when done expertly … masterfully … a great story can be told in just about 90 seconds. Like this: Clearly, Misunderstood packs a real emotional punch It’s heartwarming and clever, plays against stereotype, utilizes a twist ending, and, as a result, tugs at the heartstrings…+