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

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

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…+

From the Blog

McDonalds and KFC. A tale of two fast fooders.

McDonalds and KFC. A tale of two fast fooders.

Recently my attention landed on a couple of spots for two of America’s greatest exports: McDonalds and KFC. These two creative executions come from two different worlds, and are about as distinct as any two commercials you might imagine. So, the inevitable question is … Who did it better? One of these spots works well…+

Why Liberty Mutual is such a Good* campaign

Why Liberty Mutual is such a Good* campaign

There’s a campaign that’s been running for some time now. You’ve seen it, probably several times. Bet your first question was Are they really in front of the Statue of Liberty? not “How does it measure up on that scale of Good* advertising I saw on that blog? See? It really is Good* advertising, and here are…+

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…+