Archive for October, 2007

Base your wording on your target audience

Today’s edition of Get to the Point took on the topic of using five-dollar words. Two copywriters, Simon Glickman and Julia Rubiner, claim that using a five-dollar words is OK because “people actually love the audacious use of language.”

Then there are people who claim that you should use only every day words, 50-cent words. Why? Because big five-dollar words alienate customers and sound elitist.

I disagree with both points.

There’s not just one rule to follow. You can’t use big words or every day words and expect great results. It just doesn’t happen like that.

You have to tailor your wording to your target audience. If your target audience is highly educated and love and understand industry buzz words, then use those five-dollar words. If your target audience is your every day Joe, then go with simple words.

The only magic formula is to know your target audience.

Web marketing concepts: part 6

6. Think marketing not SEO

Okay, here’s one you’ve heard from us before: Think marketing—not search engine optimization.

Sure you’ve got to drive as many people to your Web site as possible, but if your marketing message is so confused, unfocused, and hard to comprehend because of all the keyword density and SEO tricks, then what have you really accomplished other than wasting people’s time? And people get really upset when you waste their time.

Courtesy of Jerry Bader

Web marketing concepts: part 5

5. Think memories not promotions

Most animals live in the moment, whereas human beings live in the past. Our here and now and our plans for the future are based on our experiences, our histories, and our memories.

We take pictures of our kids, holidays, and special events; we commemorate birthdays, anniversaries, promotions, and milestones of all kinds. Even the significance of our prized possessions is centered on the fact that those mere objects represent memories of the people, places, and events that shaped our lives.

Real marketing, the kind that creates long-term clients and customer relationships, is not about coupons, sale promotions, or deep discounts; it’s about delivering memories.

Courtesy of Jerry Bader

Web marketing concepts: part 4

4. Think emotion not logic

Think you’re a logical person, always making rational decisions based on practical criteria, and bottom-line results? So tell me what was the functional thinking that went into the purchase of those leather pants you bought last year, or that 60-inch plasma television you bought just to watch the big game?

Let’s get real. You make purchasing decisions based on what you want, and then justify them with seemingly sensible rationalizations, just like everybody else. So stop trying to appeal only to the practical, logical aspects of bean-counter sales, and start pushing the feel-good aspects of emotional marketing.

If you’re trying to appeal to an audience that gets its only satisfaction out of acquiring the most features for the least cost, then you’re marketing to the wrong audience.

Courtesy of Jerry Bader

Web marketing concepts: part 3

3. Think experiences not features

Bought any good features lately? Didn’t think so. You would think the way business pushes them that features are exactly what people are looking for; but nobody buys features, they don’t even buy solutions (doesn’t that whole solution provider nonsense really get to you after a while?).

What people really buy are experiences: hopefully, positives ones. Whether it’s soft ice cream or a new accounting program, what people are paying for is the experience your product or service provides.

Does your Web site offer an experience? Does it explain the experience your product or service delivers? If it doesn’t, then you really haven’t got anything anybody wants.

Courtesy of Jerry Bader


Who am I ?

My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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