Monday Morning Marketing Quote: How To Write Persuasive Website Copy

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Are you writing customer-focused copy?

In this Monday Morning Marketing Quote, we discuss the single biggest improvement you can make to your website copy. Our quote comes from Bryan Eisenberg, Jeffrey Eisenberg and Lisa T. Davis and their book, Persuasive Online Copywriting: How to Take Your Words to the Bank.

“Are you talking about all the wonderful ways your visitors can benefit from your products or services, or are you talking about all the great features of your products, services or company? In other words, are you speaking the language of “you,” or are you caught up in the language of “we”? The words you use and how you use them tell your visitors where your focus is. Want them to stick around and eventually take the action you want? Then talk about them, their needs, their wants, and how they can get those needs and wants satisfied. Use customer-focused language.” – Bryan Eisenberg, Jeffrey Eisenberg and Lisa T. Davis

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Monday Morning Marketing Quote: Boosting The Imagination Of Your Customer

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What steps are you taking to help your customers imagine what it’s like to own your products or services?

Today’s Monday Morning Marketing Quote discusses the role of forward planning in decision making, and comes from Everett M. Rogers and his book, Diffusion of Innovations.

“In developing a favorable or unfavorable attitude toward an innovation, an individual may mentally apply the new idea to his or her present or anticipated future situation before deciding whether or not to try it. This vicarious trial involves the ability to think hypothetically and counterfactually and to project into the future: What if I adopt this innovation? Forward planning is involved at the persuasion stage.” – Everett M. Rogers

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Strategic Question 1 & 2: How And When Will You Measure Success?

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Marketing SuccessThis post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.

What are you trying to make happen? How will you measure success?

Until you’ve determined how you plan to measure success, you will be unable to know if you’ve achieved it. For that reason, outlining your marketing strategy must begin by defining your end goal.

Specifically, what outcome would you like achieve? How will your organization keep score?

Oh, and please don’t fall into the trap of using your individual happiness or freedom as a measurement of success. Yes, your feelings are important. But such indicators are fuzzy, subjective and always on the move. Rather, your measurement of success should be specific, objective and quantifiable. Any staff member or casual observer should be able to look up at the scoreboard and come to the same conclusion. Read more »

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Monday Morning Marketing Quote: Are You An Alibi Advertiser?

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Are you concentrating your media efforts or diluting them?

In this Monday Morning Marketing Quote, we discuss advertising and marketing media mix, and our expert advice comes from Bob Hoffman, advertising executive and author of The Ad Contrarian (PDF download).

“The next thing you need to do is stop swinging wild. One of the mistakes that advertisers are making is spreading themselves too thin. With all the new media options it’s more important that ever to concentrate your efforts, not dilute them. You can’t be an efficient advertiser in every medium. Decide what you want to be and be a good one. If you’re going to be a broadcast advertiser, be there heavily. If you’re going to be an interactive advertiser, be there heavily. Don’t be an ‘alibi advertiser,’ i.e. a little of this and a little of that so that you can tell your constituencies that you’ve checked all the boxes. The key to media success is impact. The key to impact is concentrating your resources.” - Bob Hoffman.

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What Steps Are You Taking To Safeguard Your Company’s Reputation?



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Marketing with Credibility to Safeguard your ReputationYou just might want to think twice about posting that negative review the next time you find yourself having an unpleasant hotel stay. Well, at least wait until you’ve checked out of the dump.

USA Today recently reported that a British couple was booted from their room at the Golden Beach Hotel in Blackpool England, after the hotel’s manager accused them of writing a negative review on TripAdvisor.

But wait, there’s more.

The psychotic manager also called the police to have the couple escorted from the premises. (No charges were filed since the couple had not committed a crime.)

No, I’m not joking.

Let’s get right down to the heart of the problem: Read more »

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Monday Morning Marketing Quote: Metaphor Is Pervasive

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Are you doing enough to strengthen your marketing message through the use of metaphor?

Today’s Monday Morning Marketing Quote explains the importance of metaphor in marketing, and comes from George Lakoff and Mark Johnson and their book, Metaphors We Live By (Amazon affiliate link).

“Moreover, metaphor is typically viewed as characteristic of language alone, a matter of words rather than thought or action. For this reason, most people think they can get along perfectly well without metaphor. We have found, on the contrary, that metaphor is pervasive in everyday life, not just in language but in thought and action. Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature.” – George Lakoff and Mark Johnson

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13 Questions to Answer Before Advertising

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Marketing StrategyI get all jazzed up just thinking about marketing strategy. No doubt about it. In fact, there’s no better way to kick-start my workday than to craft a strategy for a new client.

But I suspect that most small business owners don’t share my strategy addiction. Rather, they prefer to focus on advertising tactics. Here’s why: Read more »

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Monday Morning Marketing Quote: How To Create A Verbal Palette

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Today’s Monday Morning Marketing Quote gives you a quick tip to jazz up your ad copywriting. Barbara DeMarco-Barrett helps set the stage with a quote from her book, Pen on Fire: A Busy Woman’s Guide to Igniting the Writer Within (Amazon affiliate link).

“In writing about turn-of-the-century Vienna, I realized that I needed a vocabulary to create the right tone, so I steeped myself in literature of the time to absorb the appropriate language. When I came across words that sounded right, I jotted them down for inspiration.” – Barbara DeMarco-Barrett

P.S. Don’t forget to use the Carlin Ad-Speak Calculator to measure your ad copy for overuse of jargon and bland advertising terms.

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Tips On Blogging And Social Media: My Interview With Cheryl Ragsdale

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Who is Cheryl Ragsdale?

Harvard graduate, consultant and model; sporting a sparkling wit, and an appetite for mixed martial arts. When Cheryl decided to launch her blog, That Girl Is Funny, in August, 2009, it took her just a few short months to boom its popularity (thatgirlisfunny.com maintains an Alexa Top 100,000 ranking).

Yes, Cheryl is that good. You really should get to know her.

That’s why I arm-twisted Cheryl into an interview explaining her views on blogging and social media. After spending time with Cheryl, no one looks at life the same way.

To hear Cheryl’s answers to my questions, please watch her video above.

Q: First, let me say that I love the name of your blog, That Girl Is Funny. How did you come up with the name?

Q: What inspired you to get into blogging and social media?

Q: What frustrates most you about social media?

Q: What challenges do women entrepreneurs face in using social media that might be different from their male counterparts?

Q: Much of what we see in social media is irrelevant noise, adding to our over-communicated society. What are the key factors that help marketers cut through the “social media clutter” and communicate with credibility?

Q: Will you share with my readers one of your best kept secrets for growing blog traffic and popularity?

Thanks for sharing your thoughts on blogging and social media, Cheryl!


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Monday Morning Marketing Quote: How Do You Manage Perceptual Reality?

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Does your advertising and marketing take into account that perceptual reality differs from person to person?

In this Monday Morning Marketing Quote, we’ll dive into the mind of your customer to learn how one’s perceptual reality affects your advertising and marketing. Today’s quote is from brilliant scientific researcher and author, Rita Carter and her book, Mapping the Mind.

“By the time we are adults our mental landscapes are so individual that no two of us will see anything in quite the same way. A couple watching the same film, for example, would probably have entirely different patterns of neural activity because each would be cogitating on different aspects of the show and associating what they see with personal thoughts and memories. She might be wondering when the tiresome couple on screen will finally reach their feel-good ending so she can get some dinner; he might be thinking how the heroine’s cute upper lip reminds him of his ex-girlfriend.” – Rita Carter

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