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

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…+

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

Cowardly …

Cowardly …

If you live in the South, you may be familiar with the Food Lion supermarket chain. Food Lion is the kind of supermarket you go to because … well, because it’s the closest, I guess? Well, as many re-marketers do from time to time, seems the folks at Food Lion decided they needed a brand…+

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…+

Is the 84 Lumber spot this generation’s Apple 1984?

Is the 84 Lumber spot this generation’s Apple 1984?

So many pixels have been killed over the 84 Lumber Super Bowl spot, I’m reluctant to add too many more. But I do think this ad is important, and worthy of note, because it does a lot of important things very well. It may also signal (or at least reflect) a shift in the way…+