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…+

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

Why the best Creative Directors are Pedestrian Thinkers.

Why the best Creative Directors are Pedestrian Thinkers.

Everyone in advertising and marketing has a tough job … constantly asked to do more with less, and engage consumers who just really don’t want to be bothered. But Creative Director is a uniquely challenging role because it demands two types of thinking that don’t generally go well together. To be successful, a Creative Director…+

What does “Independent George” have to do with brand voice?

What does “Independent George” have to do with brand voice?

Stick with me for just a minute. And let me tell you about how George Constanza puts his finger right on one of he biggest dilemmas that face brands and the copwriters who support them. First, let’s step into George’s world, just for a second. It’s one of his greatest rants … the one where…+

We need to talk about those people in the Chevy ads …

We need to talk about those people in the Chevy ads …

If you’re anything like me, you’ve spent the past year or so watching those Chevrolet ads and wondering “What’s the deal with these people?” I mean, do people really get THAT excited over market research?  Unless they are, you know, given a little encouragement? I hate to say it, but it almost makes me wonder if…+