Marketing 101: Tips for the Novice


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This five-step program explains how to develop a good marketing piece in easy-to-understand language for beginning marketers. You can apply these five steps not only to simple fliers or e-mail proposals, but you can also use them for brochures, web-site landing pages, sales letters or advertisements--any marketing effort created to urge someone to take a specific action.

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Marketing 101: Tips for the Novice

  1. 1. HOW TO MAKE YOURMARKETINGPOP!Tips for improvingemails, brochures,web content andmore.Presented by GinaKellogg, CEO, HottCornflakes Communications
  2. 2. Sell it, baby!The point of a marketing message is to get thereader to take some action: renewmembership, buy a product, enroll in aclass, attend an event, etc.A good marketing message tells the readerHOW to take that action.But before you can gethim to take that action,you must ENTICE himwith your writing.
  3. 3. 5 Steps to GreatMarketingCreating a good marketingmessage isn’t hard.You can do it in five steps:1. Create an enticingheadline.2. Write with simplelanguage.3. Keep writing focused.4. Write with efficiency.5. End with a “call toaction.”
  4. 4. 1. Create an EnticingHeadline.You typically have only 3 seconds to grabreaders’ attention and make them want tokeep reading. You do that through yourheadline.It’s a CRITICALpart of yourmessage.Try different types ofheadlines, such as …
  5. 5. Choose a Headline Type The How-To Headline: “How to find new customers” The Question Headline: “Are you worried about your futurebecause of the recession?” The Command Headline: “Learn how to define and understand thebasics of marketing and communications” The Direct Headline: “Free instructionmanual on setting up a scaffold” The Indirect Headline: “Choosingappropriate flowers for your sweetheart” The News Headline: “The exclusive storyon corruption among NYC window washers” The List Headline: “10 Reasons to attendthe SIA Convention” The Testimonial Headline: “Hydrotech wasa great help to prove our commitment to theenvironment.”
  6. 6. 2. Write With SimpleLanguage No buzzwords/jargon. Speak plainly aboutyour product or service. If some technicalvocab is necessary, use it sparingly. Get to the point. Even sophisticated readerswill become impatient if your message doesn’tget to the point quickly and efficiently. Keep sentences short and precise.
  7. 7. 3. Keep Writing FocusedUnderstand your targetaudience. That’s the first step tokeeping your writing focused.Think your audience is obvious?Maybe not. Try writing down thekey demographics: Averageage, sex, educationlevel, responsibility level, incomelevel, etc. That person is the oneyou will tailor your message to.To get them to respond to youroffer, you must understandthem, their needs and theirwants.
  8. 8. Other tips to keep writing focused: Present one idea per paragraph. Don’toverwhelm the reader with too muchinformation at once. Entice the reader. Gently steer him byoffering one point at a time.
  9. 9. 4. Write With Efficiency. Deliver maximumimpact with minimumwords. To do so: Have aplan (an outline) beforeyou begin writing. Don’t dilute yourmessage withextraneous words.Eliminate words orsentences that don’tdirectly explain or addvalue to your message.Doing so will make yourmessage more powerfuland compelling.
  10. 10. In other words:KISS: Keep It Simple, Stupid State what you are offering. Identify the problem it will solve. Describe benefits (rather than features). List the price.
  11. 11. 5. End with a “call toaction.”Good marketing copy demands readers to actand tells them how.The call toaction isprobably themost vitalsinglecomponent ofyour entiremessage.
  12. 12. Your call to action should: Clearly identify the nextstep the reader will taketo learn more or movecloser to the sale. Use strong, activelanguage that is tight andfocused—not wishy-washy, long-winded, orvague.
  13. 13. “Hurry! Call Now!”Communicate a sense ofurgency. Your call to actionshould tell readers what youwant them to do right now.Don’t say, “Click Here.” Itgives them the option to comeback later (if ever). “Buy Now”or “Add to Cart” are strongerand will get more immediateaction.Remember: People tend to bereactive rather than proactive.They will respond only if youtell them what to do.
  14. 14. Need Professional Help?Contact:Gina Kellogg, CEOHott