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More bad marketing advice to steer clear of

August 3rd, 2018 by Bob Bly

A marketing seminar company sent me an email invitation to a
workshop on “brand journalism.”

The headline read: “Your old strategies aren’t cutting it
anymore. It’s time to trade in boring copy for sharp storytelling
and amazing visuals.”

This message can be taken two ways.

The surface message makes sense: (a) copy should not be boring,
(b) storytelling is an effective marketing technique and (c) so
are great visuals.

I don’t think anyone would argue with that.

But the way I read it, I see a subtle dig at traditional
marketing and a plug for bright shiny objects.

Specifically the message to me reads: (a) copywriting is old hat,
ineffective, and rapidly becoming obsolete; (b) telling stories
works, and old-fashioned copy that sells doesn’t; and (c) people
look at pictures but don’t read copy any more.

And if that’s indeed what they meant, then you can do yourself no
greater disservice by listening to them.

Why not? Let’s examine each claim:

A–“Copywriting is old hat, ineffective, and obsolete.”

My clients and others who are making millions of dollars from
long-copy sales letter, video sales letter, and multi-page direct
mail laugh at this — all the way to the bank.

Content, social media, infographics, and blogging all have their
place. But at the end of the day, nothing happens until the sale
is made. And it’s copy that makes the sale.

B–“Storytelling trumps copy.”

Storytelling is a great copywriting technique. Some of the most
famous advertising sold a ton based on a good story.

But if you think storytelling is the only way to write copy, you
are sadly mistaken.

C–“People don’t read and graphics are king.”

The old saw supporting in this is “One picture is worth a
thousand words.”

But a promotion combining those 1,000 words with great pictures
will likely outsell pictures alone by a country mile.

You may argue, “Well, video is pictures, and that works.”

But before you shoot your video, you write a script — which is
words and copy.

So the idea that video makes words irrelevant is patently
ridiculous.

The bottom line?

Getting sucked in and overly smitten with bright shiny objects —
and abandoning the persuasion methods that have been proven for
decades — risks driving the sales curve way down.

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This entry was posted on Friday, August 3rd, 2018 at 11:47 am and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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    -Quality Over Quantity: Bombarding your audience with content can lead to content fatigue and disengagement. Focus on creating high-quality, valuable content that addresses your audience’s needs and interests.
    -Strategic Publishing: Develop a content strategy that prioritizes impactful, well-researched pieces over sheer volume.

    2.”All Publicity Is Good Publicity”
    -Reputation Risks: Negative publicity can harm your brand’s reputation and erode trust. Be mindful of the potential fallout from controversial campaigns or statements.
    -Brand Alignment: Ensure that your marketing efforts align with your brand values and resonate positively with your target audience.

    3.”Use Clickbait to Drive Traffic”
    -Short-Term Gains, Long-Term Losses: While clickbait headlines might generate initial interest, they often lead to high bounce rates and frustration. This can damage your brand’s credibility and trustworthiness.
    -Authentic Engagement: Create compelling, honest headlines that accurately reflect the content, fostering trust and long-term engagement.

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    -Value and Relationship Building: Balance promotional content with informative, entertaining, or educational content that builds relationships and adds value.

    6.”Stick to What You Know”
    -Resistance to Innovation: Sticking rigidly to familiar strategies can make your marketing efforts stale and out-of-touch with evolving trends and consumer behaviors.
    -Adapt and Experiment: Stay open to new ideas, technologies, and approaches. Experiment and adapt your strategies to stay relevant and competitive.

    7.”Focus Only on New Customers”
    -Neglecting Existing Customers: Focusing solely on acquiring new customers can neglect the potential of your existing customer base. Retaining customers is often more cost-effective and profitable.
    -Loyalty and Retention: Invest in loyalty programs, personalized communication, and excellent customer service to nurture long-term relationships with your current customers.

    8.”Social Media Is Free Marketing”
    -Hidden Costs: While setting up social media accounts is free, effective social media marketing requires time, effort, and often paid advertising to reach your target audience.
    -Strategic Investment: Allocate resources for social media management, content creation, and advertising to maximize your reach and engagement.

    9.”One Size Fits All”
    – Lack of Personalization: Applying a generic approach to your marketing strategy ignores the diverse preferences and behaviors of your audience segments.
    – Personalized Marketing: Tailor your messaging, offers, and content to different audience segments to create more relevant and impactful experiences.

    10.Ignore Data and Analytics
    – Gut-Feeling Decisions: Making marketing decisions based solely on intuition or past experiences without analyzing data can lead to misguided strategies.
    – Data-Driven Decisions: Utilize data and analytics to inform your marketing strategies, measure performance, and optimize campaigns for better results.

    Conclusion

    Steering clear of these common pieces of bad marketing advice can help you develop more effective, ethical, and sustainable marketing strategies. Focus on creating value, building genuine relationships, staying adaptable, and leveraging data to guide your efforts. By avoiding these pitfalls, you’ll be better positioned to achieve long-term success and build a strong, trustworthy brand.

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