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

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…+

Introducing the 7 Stages of Consumer Skepticism

Introducing the 7 Stages of Consumer Skepticism

You’ve heard me say it before. Regardless of the channel you choose for your communications, your messaging must cut through the clutter … or it IS the clutter. Okay, so that might seem straight from the Captain Obvious playbook. But you’d be amazed by how many marketers these days think the medium IS the message.…+

George Costanza on … Giving Feedback

George Costanza on … Giving Feedback

UPDATED: May 2, 2017 There’s a question that I get asked, over and over, usually by Account Executives and other strategy folks. They’re nice people, and they want to be accommodating AND they want to make sure they are getting the most out of their creative partners. So they ask, quite nicely (and rightly) “What’s…+