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borrowed interest advertising

Borrowed interest and other attempts to attract customers

brand credibility from branding expertsEver notice how some companies are constantly scrambling to attract customers, while others enjoy some sort of magnetic attraction that keeps the customers flowing in?

The scramblers spend a lot of money on digital ads, social media posts and every sort of promotional bribery they can think of.  Their marketing messages are all over the place, and they don’t ever seem to focus on the one thing what really matters to their target audience.

Instead, they borrow interest from somewhere else.

Borrowed interest is a common technique in advertising. I’ve been in those creative sessions where you realize there’s absolutely nothing interesting, different or even mentionable about the client’s product, so you start fishing around for something – anything – that IS interesting that you can borrow from.

It’s redirection… Riding on the coattails of something else to make your ads, emails or posts engaging and memorable.

Instead of pinpointing a really interesting idea that’s firmly rooted in a compelling consumer benefit, you get an idea that is loosely bolted on to the product.

how to attract customers with cute babies and pets

Puppies and babies are the most frequently-used crutches in borrowed-interest advertising. You see it in local TV commercials all the time…

“Hey,  let’s show a baby playing with a cute little puppy on the floor of our auto parts store. That’ll be great!”

It’s not a good idea, and it’s not going to attract customers. Usually it stems from insufficient research or non-existent marketing strategy… Whoever’s doing the ads hasn’t spent enough time to find the story that’s buried in there, somewhere.

I’ve found that if you’re embedded with a company long enough, you can always find a good story that will attract customers. Even if it’s a mediocre, me-too product.

But when you’re lacking that insight, and when there’s nothing inherently interesting about the company’s product or story, you have to borrow from something that IS interesting, and attach your brand to that.

It can be done, if it’s handled wisely.

The key to using borrowed interest successfully is relevance. Whatever idea you’re borrowing from better be relevant to your business category. Otherwise you’re just throwing money away. No one’s going to make the connection.

If you just jump on the bandwagon of an event, idea, celebrity or theme that’s current or trendy, it’s probably not going to work well.

2020 is the year of the pandemic, and a lot of small-business owners seem to think that’s a good thing to “leverage” in their sales pitches.  I’ve seen tons of unsolicited emails, LinkedIn pitches and local, borrowed-interest ads that go something like this…

“In these unprecedented times, blah blah blah… the new normal, blah blah blah… We’re all in this together, blah, blah blah… So this is the perfect time to come in to Frank’s auto parts for a new rear differential.”

attract customers by being honestBorrowing interest from a worldwide pandemic is NOT a good brand strategy. Do you really want to affiliate your brand with death, uncertainty, sickness and social discomfort?

So stop using COVID 19 as an excuse to pitch your company’s products or services. Unless you’re selling masks, or home testing kits, or maybe jigsaw puzzles, don’t use the pandemic as your advertising hook.

Janine Pelosi, Chief Marketing Officer of Zoom, knows better. Even though the pandemic is actually relevant to her brand, they’re NOT running campaigns on the subject.

“When you’re going through a tough situation, when it’s a tough time for humanity, it’s not a time to focus on sales and marketing.” Pelosi said. “Early on we decided to focus on education, and provide resources to schools. We’ve provided free services for more than 100,000 schools in 23 countries.”

Goodwill is better branding than borrowed interest.

The insurance industry is famous for its borrowed interest advertising. The mayhem man, the Geico Gecko, and  the LiMu Emu are all characters conjured up to make an inherently boring category more interesting.

If your service is not differentiated or memorable, your advertising better be.

How Geico attracts customers with borrowed interest advertisingThe Martin Agency has been doing a great job with their advertising for Geico. They’ve had the account for more than 25 years, and they’ve stuck to a winning formula the entire time.

It’s borrowed interest, but they throw in some humor and stick to one “relentlessly consistent” message: “15 minutes could save you 15%.”s

They recently did a very funny spot featuring a nosy neighborhood association lady. If you’ve ever lived in a neighborhood with an HOA you’ll recognize the character immediately. The spot has nothing to do with car insurance, but that’s okay. It’s purposely ridiculous.

It’s like they’re admitting that it’s unrelated, and that’s their schtick. It’s borrowed interest with a wink and a nod.

The problem is, people love the commercial but can’t name the brand that goes with it. That’s borrowed interest for you.

Geiko can get away with that, because they have a media budget of a billion dollars. Literally. If you don’t get it the first time, you’ll get it the 100th time.

But most businesses can’t afford that much repetition — or advertising that’s completely unrelated to their product or service.

Instead of borrowing an advertising hook, and hoping that a distracted, ill-infomed public will “get it,” why not dig for a story that’s actually relevant to your customer’s feelings and needs? That’s how you differentiate yourself and attract customers.

Do the research.  Spend time in the field. Listen, listen and listen some more for that one little nugget of insight that can become the hook of your brand narrative.

Or better yet, build the advertising hook right into your product or service. That’s the easiest way to attract customers.. develop a product or service that has the marketing baked in.

Seth Godin calls it a Purple Cow. Something genuinely unique enough to get everyone talking about it.

In almost every market category, the boring slot is already filled. So you have two choices; you can be one of those scramblers, who run borrowed-interest ads in an effort to compete in the boring space, or you can break out by building a product or service that naturally attracts customers.

In the case of video conferencing, the boring slot was filled by Skype. That was the big, leading brand. Then Microsoft acquired it, and fell asleep at the wheel.

Classic opportunity for a start-up. Perfect opening for an underdog brand.

Zoom’s platform was designed specifically to make video calls work well in low bandwidth situations, which gave them a buzz-worthy product long before COVID 19 hit. That was their purple cow.

Plus, Zoom invested heavily in traditional advertising in the past few years. Their visibility on billboards, in airports, on the radio and at sporting events positioned them for success when shit hit the fan.

Microsoft-owned Skype, on the other hand, was not on the radar.  The minute the press started writing about the work-from-home phenomenon, it was Zoom, not Skype, that got all the attention.

According to Wired magazine Skype will disappear completely by 2021, replaced by Microsoft Teams. I’m betting that Microsoft’s agency will spend many billions on borrowed-interest trying to attract customers for that one.

If you’re struggling to attract customers, and need some help finding your one true story, give us a call.  Try this post if you want more on how to make your advertising more effective. 

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The ancient, proven path to marketing success – Credible, Emotional, Rational

BNBranding Bend, Oregon advertising agencyHumans love instant gratification. In fact, our brains are wired for it. But the path to marketing success is not instantaneous. It starts in the gut, meanders around till it hits your heart, and finishes in the head — if you play your cards right.

Say hello to the holy trinity of marketing success: Credible, Emotional, Rational. Gut, Heart, Head, in that order.

This isn’t a new idea. In fact, it’s a proven process of persuasion that dates back thousands of years, to the ancient greeks.

the ancient proven path to marketing success - Aristotle

Aristotle, the great Greek philosopher.

Aristotle was onto something. His famous modes of rhetorical persuasion — Ethos, Pathos and Logos — were strikingly similar to Gut, Heart, Head. Effective arguments, Aristotle said, include all three.

The path to marketing success begins with Ethos — the credibility piece.

Aristotle recognized the importance of credibility, and said persuasive power often comes from the character of the presenter.

The idea goes like this… If the audience has a good gut reaction to the presenter, they are much more likely to believe the presentation or buy the product.

It comes down to trust.

Back in the Mad Men days of advertising Ethos was used to sell everything from toothpaste to pick up trucks… put an actor in a white coat and you’ve got yourself a credible expert. “Nine out of ten dentists recommend…”

These days people are more skeptical, and it takes more effort to earn trust in the marketplace.

That’s what being a “thought leader” is about. That’s why white papers and case studies make for good “content.”  That’s why authenticity is such a hot topic in marketing circles.

That’s also why so many companies pay millions for celebrity endorsements. When they don’t have an honest differentiator, they often borrow credibility from A-list Hollywood stars. They even pay for big-name voice-overs.

Ethos in advertising bend advertising agencyWhen Donald Sutherland does a voice-over for orange juice, even the farmers feel the love. That’s ethos plus pathos. Gut and heart equals booming orange juice sales.

Pathos represents the emotional heart of your sales pitch.

The english words “sympathy” and “empathy” come from Greek root, “Pathos”.  This is where passion and creativity comes into play, and it’s where most business people fail miserably.

Managers, particularly those inclined toward the finance side of things, think vertically. They work in a straight, logical line from one thing the next. Top to bottom. It’s hard for them to leap out of that left-brain world and into the realm of emotion and empathy.

Creative folks, on the other hand, think horizontally, diagonally and vertically. Sometimes all at the same time.  We bounce from one seemingly unrelated thought to another and connect the dots in brilliant new ways.

That’s why creativity is so valued in the advertising world.

All the latest brain research proves that emotion drives behavior. Not logic. Logic rationalized behavior. So smart brand managers know the path to marketing success is hiring advertising pros who can communicate the emotional heart of their brand messages.

It’s not just a digital media buying exercise. It’s strategic message development. It’s not just reaching an audience, it’s making an honest, emotional connection with real people. It’s not shoving stuff on unsuspecting consumers, it’s making a genuine connection with people.

Logos is the left-brain rationalizer.

Sometimes you need more than just a credible presenter and a heart-felt pitch. That’s why there’s Logos. Pure Logic. Stats and data. The left-brainier, cognitive leg of the stool.

Unfortunately, many companies rely solely on this. They present all sorts of supporting facts about the features of their products and forget all about the main emotional benefit.

This is especially true in business-to-business marketing and in technology marketing. Most CEOs are simply unequipped to make the leap from the rational, factual side to the emotional side of the equation.

path to marketing successBut just because someone’s making a buying decision at work doesn’t mean she’s suddenly turned into Mr. Spock. She still has feelings.

In their extensive research, Antonio Dumasio and Joseph LeDoux of USC have verified the theory that the head is primarily used to justify decisions that have already been made in the gut and the heart.

We aren’t rational, but we are rationalizers.

Their studies show that emotions don’t decide for us, but they weigh in early and heavily into the decision making process. Plus, emotions are inextricably interconnected with rationality, so no decision is purely logical.

“We’re not thinking machines, we are feeling machines that think.”

That’s why it’s very difficult to sway a consumer to change from one tried and true brand to something completely new. A long list of rational bullet points cannot compete with gut feelings.

Douglas Van Praet, in “Unconscious Branding” sums it up for marketers: “The emotional part of the brain serves as the primary driver of our behavior, while our rational mind acts as a backseat observer that, more often than not, goes along for the ride.”

So the path to marketing success is a matter of balancing Aristotle’s three elements.

Ethos — credibility to elicit that positive gut feeling about you and your product. Without it, no one will be open to receive your message.

Pathos — emotional content to connect in the heart and create brands that are truly loved.

Logos — facts and data to help people rationalize their decisions in their own heads.

If you want a more balanced marketing effort, give us a call.

541-815-0075

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Golf industry branding. Advertising, marketing and branding services for the golf industry

Fear Of Loss in advertising — Another effective angle of attack

brand credibility from branding expertsI have an ongoing debate with a client who says we should never, ever take a negative approach in her advertising. She believes, whole heartedly, that fear of loss — or any hint of trouble — should not be part of her brand narrative.

The debate’s been going on for years, and at this point we just agree to disagree. However, as the Creative Director on her account, it’s my job to always make sure she sees our strongest ideas. So I’ll continue to present a “negative” ad occasionally, even if I know she’s just going to kill it.

Let me be very clear… I’m not referring to trash talking ads that attack her competitors. This isn’t politics, where polling data has proven that negative ads pull better than positive ones.

I’m talking about using the fear of loss in honest, problem-oriented advertising that touches on deep-seated emotions that make people stop, notice and actually click or buy.

So let’s dissect the latest example…

The overall tone of this ad is sweet as pecan pie and perfectly on brand for Oregon’s largest pediatric practice.

It definitely passes the 5-second glance test…

The quick take away is “happy child,” and “promises kept.” What brand would NOT want to be associated with those two thoughts?

But there’s that headline… that “negative” angle of attack that touches a nerve with that particular client.

“No child gets turned away. Never ever.”

I don’t believe it’s a problem.

In a very subtle way it poses a relevant idea that the reader has probably never thought of:

At other practices she might get turned away because of her insurance. It’s a true, tangible differentiator for this client.

Here’s a realistic reaction: “Wait, what?…  some pediatricians turn kids away because of their insurance!  I better check on that. I don’t want my baby to get left behind.”

The threat of getting turned down because of a stupid health insurance issue is the emotional hook of the ad.

If you turn it around and look at it through rose-colored glasses, the headline might read: “All children are always welcome. Now and forever.”

Same touching photo. Same body copy. Much weaker ad.

Here’s why:

Too much sugar on top.

The natural reaction to that “nicer” headline is dismissive:  “Of course everyone’s welcome. What kind of doctor would NOT welcome me and my newborn?”

It’s a given. And if the conclusion is a given, people skip right over it, regardless of how sweet it seems.

It’s not going to make people stop and wonder. It doesn’t contain an idea that will stick because it’s nothing but corporate sugar coating.

Sometimes the recipe calls for a touch of salt, instead.

The suggestion of being left behind in the headline (fear of loss) is just enough salt to make our prospect stop and think. And it shows that COPA really cares.

If it’s all pretty pictures and happy-go-lucky outcomes all the time, eventually no one’s going to believe you.

Authenticity is crucial these days. Focusing on the problem occasionally makes you more credible.  It conveys the idea that you understand the prospect’s problem and makes your brand more authentic.

Look at this way: Great ads tell a story. Doesn’t matter if it’s in a 3-minute video format, print ad format, or social media format, it needs to have elements of a good story. And stories always include a villain or a problem.

Without a problem you have no meaningful solution.

Without conflict there’s no resolution.

Without a villain you have no hero.

Without trouble you have no story —  just a pretty picture and a headline with no meat.

Donald Miller, in his best-seller “Building a Brand Story” talks about the challenge companies have when it comes to pointing out the downside of NOT buying a particular product or service.

“Clients don’t want to be fearmongers, but fearmongering is not the problem that 99% of business leaders struggle with. It’s just the opposite… they don’t bring up the negative stakes often enough, and their story ends up falling flat.”

Miller points out that you probably don’t want to build an entire campaign using the negative approach, and I agree with him in this case.

Happy moms with happy babies is the predominant visual tool for pediatric practices everywhere. I’m not saying we should change that, I’m just saying we should leave room for other approaches, such as this:

Every mom can relate to those times when her baby’s not being herself. That’s reality for her, and the reality of any pediatric office.

If you ignore the back door angle of attack you’re missing at least 50% of the possible creative solutions to any ad. So you’ll never know what might have been.

As a writer and advertising creative I was always taught to turn things around and look at problems from a different perspective. That training that has served me well, not just on creative assignments, but in all aspects of business.

As Alex Bogusky says, “First you have to think big. Really, really big. Then you have to sit back and think of all the ways you’re not thinking big enough.”

There are plenty of very successful brands that have done that, and built campaigns from an opposing angle of attack. Just look at the non-profit world… they always sell the problem in order to raise funds.

The World Wildlife Fund paints a clear, creative picture of what climate change might mean to people.

PETA shows nothing but sad looking animals, and they raise millions every year.

St Jude’s Children’s Hospital.

And Allstate Insurance…

The Mayhem Man campaign revolves entirely around the problem — the potential mayhem that might befall us. It’s a brilliant campaign that attacks the boring subject of insurance in a memorable, albeit “negative” fashion. They give the villain a face and paint a dramatic, lighthearted picture of what’s at stake.

It’s way more compelling than any ads showing what a wonderful, rosey life we’ll lead because of our Allstate insurance policy.

Here’s another example of the fear of loss approach from BNBranding’s portfolio of :

When we helped launch the Worx Wedge we talked to a lot of golfers about their use of a sand wedge, their attitudes toward golf industry marketing, and the challenges they face around the greens.

The insight from those discussions came through loud and clear… the average golfer has a completely irrational level of fear when it comes to sand traps.

Golf industry branding by BNBranding. Advertising, marketing and branding services for the golf industry

To them, the potential embarrassment of being stuck in a bunker is much more poignant than any positive message of hope that we might employ. (The golf industry is riddled with hopeful bullshit promises of more distance.)

So instead of promising them roses and lower scores, we attacked the problem head on.

Fear Not.

There’s a story in these simple, two word ads… We acknowledge their fear, show that it is not unfounded, and position the Worx Wedge as the tool they need to conquer it.

fear of loss in advertising brand insight blog

Psychologists and neuroscientists have actually conducted quite a bit of conclusive research on the persuasive power of the loss-aversion pitch. Turns out, the fear of loss is often more powerful than the hope of gain.

Clifford Nass, a professor of communication at Stanford University says “Negative emotions generally involve more thinking, and the information is processed more thoroughly than positive ones, he said. Thus, we tend to ruminate more about unpleasant events — and use stronger words to describe them — than happy ones.”

fear of loss in golf industry advertisingMothers remember, quite vividly, those trips to the doctor with their screaming 6-month old. And they forget all about the positive experiences with their pediatrician.

Golfers never forget the experience of being stuck in a pot bunker during a bucket list trip to St. Andrews.

In advertising there are market realities to consider, as well. Sometimes, when you’re dealing with a me-too product in a crowded category, focusing on what the product is NOT is the better strategy, by far.

Let everyone else tout the generic product category benefits and attempt to position themselves as the hero, while you focus on the problem and let the customer be the hero in the story.

There are really only two possible outcomes for any advertising story…  customers either gains something, or they lose something.  Advertising your product or service as a way to avoid that loss really can work.

You just can’t be afraid of the fear of loss.

 

 

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marketing strategies for alcoholic beverages

Absolutely Better Branding Strategies (Lessons from a strong shot of vodka.)

dill pickle vodka BNBrandingbrand credibility from branding expertsChocolate vodka? Dill pickle vodka? Bacon flavored vodka? Cinnamon Roll Vodka? Smoked Salmon Vodka. I kid you not. When it comes to marketing strategies for alcoholic beverages, fantastical flavors are all the rage.

Seems like there’s a new flavor-of-the-day every time I visit a liquor store. Ten years ago there were basically only four or five choices of vodka. Now there are 20 brands, and every brand has a dozen different whacky flavors.

Where’d the vodka flavored vodka go?

It’s great news for mixologists, but a bit overwhelming for the average consumer.  And it poses huge challenges to marketers who are trying to succeed in this newly crowded space.

Doesn’t matter if it’s vodka, gin, whiskey or rum, the marketing strategies for alcoholic beverages are getting more and more involved.

So here’s some advice, based on one of the classic marketing case studies from this category: Absolut Vodka.

The first rule of advertising is this: Never take the same approach as your closest competitors.

If you want to differentiate your brand, you have to think “different.” Contrarian even.

Everything that you say, everything that you show, and everything that you do should be different, to some extent than what everyone else in the industry is doing. Study all the market strategies of alcoholic beverages, and then choose a different path.

BNBranding can help you do that. ”Here’s how:

• Even if you’re selling the same thing, don’t make the same claim.

There are hundreds of different ways to sell the benefits of your product or service, so find one that’s different than your competitors. That often comes down to one thing: Listening. The better you are at listening to consumers, the easier it’ll be to differentiate your brand.

• Don’t let your ads or your website look or sound anything like competing ads.

Use a different layout, different type style, different size and different idea.

The last thing you want to do is run an ad that can be mistaken, at a glance, for a competitor’s ad. If all the companies in your category take a humorous approach to advertising, do something more serious. Find a hook that’s based on a real need of your target audience, and speak to that. Zig when the competition is zagging.

• If you’re on the radio, don’t use the same voice talent or similar sounding music.

Find someone different to do the voice work, rather than a DJ who does a dozen new spots a week for other companies in your market. Same thing for tv spots. (This is an easy trap to fall into if you live and work in a small market… there’s not enough “talent” to go around.)

Unfortunately, every industry seems to have its own unwritten rules that contradict the rules of advertising.

These industry conventions aren’t based on any sort of market research or strategic insight. They’re not even common sense. Everyone just goes along because “that’s how it’s always been done.”

The problem is, if that’s how it has always been done, that’s also how everyone else is doing it. In fact, some of these industry conventions are so overused they’ve become cultural cliches.

• Don’t use the same images or advertising concepts that your competitors are using.

The rule in the pizza business says you have to use the “pull shot:” A slow-motion close-up of a slice of pizza being pulled off the pie, with cheese oozing off it.

In the automotive industry, conventional thinking says you have to show your car on a scenic, winding road. Or off the scenic winding road if it’s an SUV.

In the beer business, it’s a slow motion close up of a glass of beer being poured.

marketing strategies for alcoholic beveragesThose are the visual cliches… the images that everyone expects. They are the path of least resistance for marketing managers, but they’re virtually invisible to consumers.

But if you go down that road, and follow your industry conventions, your advertising will never perform as well as you’d like. In fact, history has proven you have to break the rules in order to succeed.

Absolut Vodka won the market by winning the imagination of the consumer through brilliant print advertising.

In 1980 Absolut  was a brand without a future. All the market research pointed to a complete failure. The bottle was weird looking. It was hard to pour. It was Scandinavian, not Russian. It was way too expensive. It was a me-too product in the premium vodka category.

But the owner of Carillon Imports didn’t care. He believed his product was just different enough… That all he needed was the right ad campaign.

So he threw out all the old conventions of his business and committed to a campaign that was completely different than anything else in his industry. And he didn’t just test the water, he came out with all his guns blazing.

TBWA launched a print campaign that called attention to the unique bottle design of Absolut. It was brilliantly simple, and unique among marketing strategies for alcoholic beverages of any kind.

Needless to say, it worked.

The “Absolut Perfection” campaign gave a tasteless, odorless drink a distinctively hip personality and transformed a commodity product into a cultural icon. In an era where alcohol consumption dropped, Absolut sales went from 10,000 cases a year to 4.5 million cases in 2000. And it’s still the leading brand of Vodka in the country.

The moral of the story is this: When you choose to follow convention, you choose invisibility.

“To gain attention, disrupt convention.”

marketing strategy for alcoholic beverages That’s my own quote.

Instead of worrying about what everyone else has done, focus on what you could be doing. Take the self-imposed rule book and throw it away. Do something different. Anything!

Long before the days of dill pickle vodka, Absolute added a nice local touch to its ads in major markets such as LA, New York and Chicago. (ads at left)

They made the campaign timely and locally relevant by hitching onto well-known events, famous people and iconic places. It was a brilliant example of wise brand affiliations.

marketing strategies for alcoholic beverages

This disruption mindset doesn’t apply just to the marketing strategies of alcoholic beverages. It’s important for professional service companies or any other category where it’s tough to differentiate one company from the others.

Take real estate agents for example. Realtors are, in essence, me-too products. Flavorless vodka. In Bend, Oregon they’re a commodity. Even if a realtor has a specialty there are at least 500 other people who could do the same thing. For the same fee. That’s the bad news.

The good news is, even though there’s no difference in price and no discernable difference in service, you could still create a major difference in perception. If you’re willing to think different.

Like Absolut Vodka, a unique approach to your advertising is the one thing that can set you apart from every other competitor. Advertising is the most powerful weapon you have, simply because no one else is doing it. At least not very well.

But putting your picture in an ad won’t do it. That’s the conventional approach.

Remember rule number one and run advertising that says something. Find a message that demonstrates how well you understand your customers or the market. Run a campaign that conveys your individual identity without showing the clichéd, 20-year-old head shot.

Do what the owner of Absolute did. Find an approach that is uniquely yours, and stick with it no matter what everyone in your industry says. Over the long haul, the awareness you’ve generated will translate into sales. Next thing you know everyone else will be scrambling to copy what you’re doing.

Eventually your campaign just might become a new industry convention. Maybe not on par with bacon vodka or dill pickle vodka, but iconic nonetheless.

For more on marketing strategies for alcoholic beverages, try THIS post. 

 

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1 BNBranding how to choose the right message for your ads

Writing better web copy — How long should that copy be? Really.

BNBranding Bend, Oregon advertising agencyThis is a common refrain these days…  Doesn’t matter if the client is selling complex, business-to-business services or a simple impulse item, they often have the same idea when it comes to writing better web copy…

“This copy’s just too long. No one’s going to read that.” 

“You can’t put that much copy on a website.” 

“It’s just too many words.”

Brand Insight Blog by BNBrandingThey probably just took some online advice a little too far….

“Less is more.”

“Keep it short.”

“Don’t bore ’em with the details.”

“Use just the facts, and do it in 140 characters.”

Call it the Twitter effect. Or maybe the Trumpification of corporate communications. Persuasion, emotional story-telling and word-smithing is being beaten down, tweet by tweet, and reduced to banal snippets designed to get clicks and “improve engagement.”

Writing better web copy isn’t just about shortening up the word count. There are many problems with that approach, but I’ll cover just a few:

If you’re going to limit your web copy to just a few words, they better be damn good words.

This, I’ve found, seldom rings true. A lot of web copy is short, but most of it’s just corporate cliches and a bunch of blah blah blah. I rarely find headlines, home page copy or even blog posts that are well-written. In fact, most web copy is more likely to be riddled with typos than ripe with juicy metaphors and well-crafted copy.

That’s probably because most web development firms rely completely on the client for “content.” They don’t help the client fine-tune his message and write emotionally-rich copy, they just regurgitate whatever they’re given.

Garbage in, garbage out.

I recently encountered a web development firm’s process that included a 91-page survey for their clients. 91 pages of questions designed to gather content, streamline the development process, and basically make the client do all the creative work for them. They literally took the responses from the survey and inserted those as website copy. Verbatim.

They went out of business.

When it comes to writing better web copy sometimes you absolutely, positively need more than just a factual headline and a quick blurb.

Federal Express became a household name when they launched a humorous ad campaign featuring a fast talking boss running a fast-paced business. They could have said, “when you need it overnight,” but the addition of those two adjectives absolutely, positively made it a better campaign. Shorter was not better.

Business stories need time to develop. They need dialog and characters and problem/solution scenarios that strike a chord with prospects, like the Fed Ex campaign did. It was a business-to-business pitch that humanized the package delivery business and became massive, mainstream success.

Prospects need to know more than just who, what, when and where. But also, why. As Simon Simek says, “always start with why.”

Website visitors need to see, hear and FEEL the “what’s in it for me” content that is amazingly absent these days.

BNBranding how to choose the right message for your adsI see it frequently in the natural foods industry… a company will have a delicious new product for sale on Thrive Market, Amazon and various other ecommerce outlets, but they use the same, truncated, incomplete product descriptions on every website.

Not a single one gives an adequate explanation of “why buy.” It’s an obvious, unfortunate, cut and paste job.

There are hundreds of delicious, healthy products languishing on those eCommerce shelves because companies simply don’t articulate the deeply rooted product benefits in an interesting manner. As they say in the venture capital world, “they just don’t have their pitch dialed.”

Heck, they often can’t even convey how tasty their stuff really is.

Writing better web copy is a matter of digging up those pertinent story lines and delivering the message to a variety of diverse target audiences in a consistent, cohesive manner. The story needs to hit ’em in the gut, resonate in their hearts, and make sense in their heads.

Over and over and over again.

Sometimes it can be done in a few words, but often you have to go deep… You have to find the real story buried and elaborate on it.  Sometimes the meat of the message isn’t even on the company’s site, it’s on some food blogger’s site, buried in a review.

How could that be?

tips for new logo design by BNBranding

To be fair, those business owners are up to their ears in production challenges, ingredient procurement issues and sales channel headaches. Most don’t have time to write web copy because they’re busy solving problems that are more urgent and more understandable to a CEO mentality.

It’s  human nature… dive into the tasks we’re good at, and procrastinate on the other stuff.

So here’s some advice for all you business owners out there: Don’t put off your messaging. It’s more important than you think. Don’t let your web developers write it from survey results, and don’t “outsource it” to someone who doesn’t understand your target audience or the language of your business.

Get some professional help from a well qualified copywriter, and when you do, don’t pester him about using too many words.

The fact is, engagement is guaranteed if you’re telling a good story in a creative way. (And believe me, no one buys without first being engaged with your brand.)

So let me answer the original question… “How long should that web copy be?”

That depends on the context. You need to carefully consider the medium, the audience, the subject matter and the objective of the communication.

So the first step in writing better web copy — or better presentations — is knowing when to go long, when go short, and when to shut up.

I know a company that had 700 words on the homepage of their website. It was a huge mistake… way too long for that particular location. That particular company.

But there are far more companies that have the opposite problem: graphically-driven websites that don’t present a clear case for the product or service at hand.

Website homepages have evolved into online billboards. You only have a few seconds to catch their attention, so every sentence needs to be creative and well crafted. Every word counts. No one’s going to flock to your landing page if you just slap up a product shot with a factual headline. In that case, a photo alone does not speak a thousand words.

billboards like this one from bnbranding need short copy. brand insight blog

Billboards like this one from BNBranding require very short copy.

 

Thankfully, websites also accommodate the long, explanatory copywriting that’s essential to making the sale and building your brand. Facts, data and product photos alone do not tell a compelling story, but they are a required element. People need to justify the decisions they make, so you need both compelling, emotional copy and factual reasoning.

So, if you’re trying to write more effective web copy, first consider the medium. Then the audience. Then the objective of the communication. And of course, the subject matter. Only then can you decide if less really is more.

I could go on and on, but for this particular post, this is the perfect length.

For more on writing better web copy, try this post.

 

 

Automotive Advertising: Another ride down that twisting, mountain road of tired clichés.

I don’t know what it is about automotive advertising. No other category is so rich in promise, yet so void of inspiring insight and unique execution. But there is something any marketer can learn from the long history of mediocre automotive advertising.
Brand Insight Blog by BNBrandingFor instance, there’s a nice Alpha Romeo ad that’s running right now for the Giulia… Gorgeous video of a sexy red Italian sports car doing its thing in the curves with a pretty good voice-over that nobody’s going to listen to.

That’s easy. It’s harder producing a decent spot for a mundane automotive product, like a minivan.

Chrysler single-handedly created the minivan market when the Caravan and Voyager debuted in 1984. Sales skyrocketed and imitators quickly sprang up, but only after Chrysler had firmly established itself as the segment leader.

automotive advertisingChrysler’s minivans moved the segment from niche vehicle to the pinnacle of the mainstream. Minivans have become part of the pop culture. And the marketing people at Chrysler/Dodge have a pretty good handle on what their target audience is looking for.

The advertising routinely features simple slices of family life: we see a baby sleeping peacefully in a car seat. Kids playing cards in facing rear seats. Kids watching videos. Moms & Dads reconfiguring the seats and loading up the endless volume of kid’s stuff.

That’s what minivans are all about: Lugging kids, looking for lost binkies between the seats, and running errands. That’s the reality of it. It’s not glamorous, and it’s not the least bit appealing to anyone who doesn’t have kids. But it’s totally relevant for parents who are carting three kids around everyday.

The main benefit of all minivans is practicality. Plain and simple. And Caravan advertising conveys the idea very clearly. They’re not trying to be anything other than that.

Honda, on the other hand, once careened off the road with their spots for the Odyssey Minivan.

The Honda spot goes like this: There’s an attractive young couple driving along a winding, country road. In a mini van, for pete sake! The husband, who’s doing the driving, glances at his wife suggestively as she reaches up and grips the panic handle above her window. She gives him a quizzical, turned-on look. He gives the van a little more gas and grips the wheel tightly as he lugs into another corner with all the agility of a Winnebego.

She holds on even tighter and looks at him as if to say, “ohhhh yeah, bring it on big boy.” I almost expect them to pull over and jump into the back for a roadside quicky. Instead, she just holds on for the ride while the voice-over chimes in: “Just because it’s a minivan doesn’t mean you have to treat it like one.”

Oh, c’mon.

There’s even a more blatant execution of that idea from Britain, where a couple are about to do it in their Honda Odyssey until they get interrupted by an elderly parent. The voice-over on that spot says “It doesn’t seem like a family car.”

First of all, sex and minivans DO NOT go together. No one gets turned on by a minivan. A corvette might help you get laid, but not a dual-sliding, seven passenger, Chrysler or Honda product.

Curvy roads don’t go with minivans either. Put a minivan on a windy road and you here’s what you get: Puking children. Horrendous messes of vomit. Leave the windy roads to the Porsche commercials.

There’s no pleasure in getting from Point A to Point B in a mini van. Believe me, I’ve done it. There is some satisfaction in packing up both kids and the entire kitchen sink for a simple, cross-town play date. There’s satisfaction in changing a diaper on the side of the road without hanging your baby out on the tailgate. But not pleasure.

So Honda’s idea of promoting the minivan as something sexier than just a minivan, simply doesn’t wash. They could spend a billion dollars trying to convey that idea, and parents would still buy it for the cupholders. It’s like trying to kitten-up a milk truck.

So how did the message get so messed up, and what can we learn from Honda’s one-spot marketing blunder?

  1. As a brand, be authentic. Don’t try to be something you’re not. Minivans are not 450 horsepower Italian chick magnets. (Unless maybe Alpha Romeo decides to get into that niche)
  2. Realize that technical specs and insider information is often irrelevant to consumers. The automotive press consistently ranks The Honda Odyssey above its Chrysler competitors in performance and reliability. It’s a great vehicle. Best in class even. And the Honda executives are fully aware of this.

automotive advertising

The problem is, in the minivan category nobody gives a hoot about “chassis refinement and driving feel.”

By letting insider information dictate their marketing, Honda ends up with a message that’s relevant to their own executives and to the automotive cognoscenti, but completely irrelevant to the target audience. It’s a classic case of getting in your own way. Of knowing too much.

Of course it probably wasn’t the Honda executives who came up with the idea of using sexual tension in their Odyssey spots. Maybe the ad agency creative team just couldn’t find inspiration in a boring old minivan. Maybe there wasn’t any consumer insight or personal experience to go on. Maybe it was just wishful thinking. Or maybe they were just trying to steer clear of a technical, engineering message. Wise move, but they really blew it with the hot couple concept.

Somewhere, the process took a wrong turn and the end result is a waste of marketing dollars.

In the scheme of things, one spot isn’t going to kill Honda. But in the meantime, Dodge is sticking to an approach that simply demonstrates relevant features. Their advertising is not going to win any awards, but at least it’s somewhat authentic. It hits the hot buttons of a specific target audience and it wins the head-to-head battle with Honda. In automotive advertising anyway.

For more on Brand Authenticity, click here.

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Effective TV advertising — How to avoid TV spots that miss the mark.

brand credibility from branding expertsEffective TV advertising is hard to come by in my town. I just cringe when I see most local commercials… Not because of the horrific script writing. Not because of  the low, low, low production quality. Not because of the ill-advised choice of “talent,” or the mind-numbing jingle. I expect all that from the local TV stations.

BNBranding's Brand Insight BlogI cringe because many of the companies paying for those crummy commercials don’t belong on television at all. It’s not just bad commercial production, it’s bad media planning.

I’m talking about those cases where the medium – TV – missed the mark completely.

I’m talking about real cases where a business owner is spending a lot of money on TV to reach the wrong people, with the wrong message. That’s the most most glaring error you can make… the polar opposite of effective TV advertising.

Here’s an example of TV advertising that misses the mark:

There’s a retailer in my town that sells lavish, high-end patio furniture. It’s designer stuff, it’s practically bullet-proof, and it costs a lot of money. Guess what that business owner is doing for advertising?

Yep. Cheap TV spots.

Talk about the wrong impression. Nothing in his advertising matches his product line at all. Not the message, not the visuals, not the media schedule. It’s a total disconnect…

He says the ads are generating a lot of foot traffic, but it’s clearly the wrong kind of traffic. People walk into his patio furniture showroom (lured, no doubt, by the cheesy jingle they heard on TV) take one look at the prices, and hightail it down to Costco or Walmart.

One of his salespeople told me it’s not uncommon for them to actually cuss her out for wasting their time. So even if they win the lottery they won’t be going back to that store.

And yet the owner keeps doing the same thing, year after year. It falls into the “epic fail” category of advertising 101. It’s insanity.

BNBranding's Brand Insight Blog

If you’re selling high-end, high-cost furniture you need high-end TV production a high-end audience, and a message that whispers elegance. Anything less will be a big whiff.

Here’s another example of how NOT to do effective TV advertising:

There’s a local company that offers jet charters for corporate and private use. If you own your own private island and want to sneak away to it for the weekend, you’re in luck. They’re literally selling to the jet set — the top 1% —and yet they’re advertising on local TV to Fred & Barney Rubble.

It’s a total mis-match.

Think about it… The very best outcome the company could hope for is a steady stream of inquiries from people who can’t possibly afford their service. And sure enough, they’re getting a few calls…

“Well gee whiz, I didn’t think it’d be THAT much to fly to my cousin Ethel’s place outside of Winnemucca.”

Filling your sales pipeline with hopeless leads is a waste of money, and probably the worst advertising mistake you can make. In cases like that, it can kill a brand.

No matter how many TV spots they run it’s not going to help sell jet charters.

In that case, better production value wouldn’t matter either. They could hire James Cameron to produce an epic, 10-million dollar 30-second spot and it still wouldn’t move the needle. It’d just generate more phone calls from non-buyers.

Because the company is advertising where the prospects aren’t.

There are digital alternatives now that would deliver their video message much more efficiently than TV. Straight to people who have expressed interest in jet charters. And there are plenty of options that allow the charter company to pay ONLY when qualified prospects actually view the ad.

Look, I am not a media buyer. I don’ t have the propensity for spreadsheets, number crunching and data analysis that’s required for that line of work. However, I know a basic, lousy media buy when I see one, and that is one of them. TV is not the answer in those two cases.

I’m not saying you should dump your entire TV schedule. You should just think adding other options to the media mix that are more targetable.

Here’s one more example, from my experience in golf industry marketing…

I have a client who recGolf industry tv advertising that misses the markently bought $35,000 worth of TV spots from the local cable company and he wanted my opinion on his media schedule. So I took a quick glance and saw, right off the bat, a whole bunch of time slots during daytime shows that skew heavily toward women.

How much golf equipment do you think women buy? How many golfers do you think are sitting around during the day watching “Psycho Coupon Horders?”

Again, it’s a mismatch. Why would you spend your money running ads that are geared toward affluent men, during daytime TV programs that attract only women?  It’s just not common sense.

If you’re in the position of reviewing media schedules like that, use your head. Eliminate those time slots. Make the sales guy work a little harder to match his commercial line up with your brand.

And when those salespeople come knocking, always remember this: It’s demand-based selling that hinges entirely on their limited inventory. The popular shows are in high demand, and sell out easily. So the TV salespeople are left trying hard to sell the shows that are NOT in demand.

Yes, the shitty shows and the worst time slots.

Sometimes I think they throw-in some of those dogs on the schedule just to see if you’re paying attention.

I’m not saying that all TV advertising is a waste of money. Not at all. With enough frequency,  the right product or service, and a well-honed message, you can do very effective TVadvertising.

If you have an airline that’s selling $49 round trip tickets to Disneyland, by all means! Buy a bunch of TV ads. Everyone wants to go to Disneyland. But if you’re selling jet charters to Disneyland, don’t waste your time on TV spots.

Duh.

So the first thing to do is make sure that TV is right for your company. Let’s assume that it is.

Here are a few things to keep in mind if you want to do effective TV advertising in your local market:

A very clear message that’s aligned with your brand. You don’t want to be doing commercials on TV that doesn’t match your operation, like the patio furniture example.

A demonstrable product or service. TV is a visual medium. People are very quick with the Mute button, so your commercials better have some interesting visual elements that can tell a story with no sound. Drone shots of your parking lot or office building do not count!

Entertainment value. Effective TV advertising is the same as effective TV programming… it’s entertaining. It’s not just  information. In fact, too much information can kill your advertising.

A compelling story. Entertainment hinges on story telling. You ‘re not going to get an entertaining story if you rely on the sales rep to write a commercial for you. It’s as simple as that. Hire a copywriter or a commercial director with a lot of writing experience.

A campaign concept, not just one ad.  Broadcast advertising can win the hearts of your prospects long before they’re in the market for your particular product or service. But in order to do that, you have to play the long game and sustain your visibility year after year. So you need a big idea that can carry on through a series of commericals.

If you’d like a review of your current advertising program, we can assess your strategy, your messaging, your value proposition and the creative execution. We will also collaborate with a media buyer friend who can save you money on that side of the equation and make sure your buy is as targeted and relevant as it can possibly be.

In the end, you will get you fair, honest assessment from pros who have been in the business for 30 years. The cost is very reasonable, so rest assured, it’ll save you money in the long run. Call me. 541-815-0075.

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Working together for more effective advertising. (11 helpful tips)

BNBranding logoPlanning, creating, producing and managing an effective advertising campaign is not easy. There are details galore, many moving pieces, and an interesting array of individuals who all need to come together to make it happen.

When it does, it’s really quite magical. It’s a rare marriage of art and salesmanship that produces spectacular results.

more effective advertising from BNBranding

So here is some insight on the process that will help you succeed in advertising, no matter what side of the table you’re on.

This is how we can all work together to create more effective advertising. More memorable design. Better client-agency relationships. And ultimately, stronger brands…

If you’re a client…

1. Make your new campaign a priority.

Give the agency team plenty of your time and unrestricted access so they can be thoroughly prepared. Share everything. Put it all on the table, including the white elephants — if there’s something you absolutely won’t entertain or can’t stand, make that clear immediately. Remember, your agency team wants to help. They want to prove themselves. So as Jerry Maguire (aka Tom Cruise) once said “help me help you.”

2. Embrace the strategy behind the work.

When it comes to presenting ideas, advertising people love the preamble, or “pre-mumble” as a colleague once called it. We’re anxious to show off the thinking behind the work, probably because we know that most business owners don’t have tremendous respect for advertising guys. (They judge harshly and pigeonhole us as “artists” and “whacky creative types,” rather than trusted business consultants.)

We also know that no matter how great the work is, most people need to justify a good gut decision with some facts and data.

more effective advertisingSo we trot out the charts and graphs and point to the insight that we gleaned from all the market research. Then, in classic Don Draper style, we craft a speech to “set-up” the inevitable and brilliant creative solution that the client can’t possible resist.

But…  Many clients won’t hear it.

Their preconceived notions won’t allow it. They just want the sizzle, and if they don’t see it immediately no amount of strategic rationale will sway them.

In that case, “smarter” doesn’t necessarily sell. More research, better planning, and a sharply crafted creative brief count for nothing if the execution doesn’t tickle the client’s fancy.

Of course, just because it appeals to the client doesn’t mean it’ll work in the marketplace. So it gets complicated.  It has to be strategically sound, AND it has to appeal to the CEO.

3. Extricate yourself from the day-to-day, minute-to-minute, demands of your job.

I know it’s hard, but to be fair, you need some perspective. Block out a few days to immerse yourself in your brand without the worries of your daily grind.

You’ll be working with creative people, so get into a creative mindset of your own. At the very least, when it’s time to evaluate your new campaign put everything else aside and focus entirely on the campaign in front of you. That’s just common courtesy and professionalism. The agency team is giving you their full attention. They deserve the same. If you’re answering calls in the middle of a presentation it’ll be painfully obvious that you don’t value their work.

4. Throw the rear-view mirror thinking out the window.

Take a fresh new look at the marketing in your category. Think about the stereotypes that are hurting your business. How could you get past those? Make a list of all the industry conventions and cliches in your particular business. Review the “ways we’ve always done things,” and discard all that baggage for a day. Forget the old, and open yourself up to the genuinely new.

5. Be patient.

There are plenty of brilliant art directors and writers who aren’t good presenters. Listen attentively during the pre-amble, and be slow to criticize anything at that stage. It might not make sense at first, but wait until the presentation is complete. Only then can you judge fairly and delve into the inevitable questions that arise from an idea that may seem outlandish.

more effective advertising BNBranding6. Embrace the discomfort.

When you see a truly great advertising idea, it will NOT look like anything else you’ve seen. So yes, it’s going to be uncomfortably unfamiliar. You’ll feel like you’re really out there on the edge. Rest assured, you’re not alone in your squirming.

I once saw an amazingly effective, caring CEO get completely lost and befuddled by this. He really wanted to like the work — that much was obvious. But he could not get his head around the one, fundamental fact of advertising:

UNfamiliar is GOOD! Familiar is bad. That’s the secret to more effective advertising. If it’s NOT a novel idea, it won’t get noticed.

As Advertising legend George Lois once said, “Advertising is like poisonous gas… it should bring tears to your eyes and unhinge your nervous system. It should knock you out.”

So set your expectations accordingly… if they show you an idea that seems “way out there,” you’re probably on the right track. Lois says, “safe, conventional work is the ticket to oblivion.” If they show you something that seems “fine” and familiar, that’s when you should push back and say, is that all you got?”

If you’re the agency account executive…

1. Make a genuine connection with the client.  First, make sure you’re pitching to the right person. The one with the real decision-making authority. Then devote extra time to get to know that person.

One approach is to embed yourself — like a war correspondent — into the client’s business. Camp out. Shadow your client. Listen to everything that’s going on internally. You’ll often pick up subtle cues about the culture and the kind of advertising they’ll embrace.

But it’s not just the business you need to know. I’m talking about the client’s personal taste in everything… political leanings, entertainment preferences, family situation, personality traits. Take a page out of Harvey McKay’s sales playbook, (How to swim with the sharks without being eaten alive) and learn that person inside and out.

2. Communicate, communicate, communicate!

It does you no good to schmooze with client if you don’t share your insight on that person with the creative team. Many AEs hold on tightly to that knowledge, believing it’s power. But that relationship you’ve worked so hard to build is worthless if you don’t win or keep the business. That means close, constant contact with the writer, the art director, the planner and the media person. Share everything you know, and your odds of making that client happy will rise dramatically.

listening for more effective advertising3. Know when to stop selling, and when to start listening.

When the client is presented with a campaign that does not resemble the recognizable, feature-driven advertising that he’s accustomed to, he might seize up. Not know what to say. Your job is to be comfortable with that uncomfortable silence.

Basically, shut up!

Stop selling. Let the idea sink in and let the client lead any further discussion. Don’t be jumping in with superlatives of any sort. They’ll only weaken your case. And defer to the creative team on the executional details.

If you’re on the creative team…

1. Communicate, communicate, communicate!

Yes, good teamwork hinges on communication in both directions. So keep the account person in the loop. Share your ideas early and often. Shut up and listen to the AE, the planner, and anyone else who can help.

Art directors and writers need to be willing to defer to the AE on some issues. If the AE really knows the client, and she says he’ll “never go for it,” you just might have to, for once, defer to her judgement and go back to the well. There’s always another approach.

You might also customize your pitch to the prospect’s personality…

Most creative presentations reflect the personality of the presenter. Turn it around, and make the pitch match the personality of the client. If he’s highly analytical, then the preamble might be crucial.  If he has Attention Deficit Disorder, you’ll want to shorten everything. Cut to the bone. If he’s a contemplative intellectual, build in time for him to think and process.  If he’s funny and dynamic, then by all means, be funny and dynamic.

2. Nail the first 30 seconds.

The first impression is everything, so start with the simplest execution. Hit them between the eyes with one sharp visual or winning line that sums it all up.

Digital ads are great for this purpose… they have to work like billboards on the information highway… you got three seconds to impress.

Ready set go!

Then show how the campaign has legs, and can extend into print, TV, long format video, content marketing and social media.

Think about reorganizing your pitch. Turn the preamble in the post-amble. AFTER you have their attention, and AFTER you’ve blow them away with unexpectedly brilliant advertising or design, then you can present the rationale behind it. But keep it short and sweet. Remember, you’re not trying to solve all their marketing problems in one meeting. You just need to win their confidence so you can move deeper into the creative process.

3. Try to put yourself in his or her shoes.

Since the AE knows the prospect in and out, it should be relatively easy for her to empathize with the client.

But the creative team needs to do the same. Forget about your own position within the agency, and put yourself in your client’s shoes. Realize that he has pressure from all directions, and do everything you can to alleviate some of that. Don’t forget, Advertising is a service business, after all.

Is content marketing your idea of more effective advertising? check out THIS post.

4 common advertising mistakes — Bad puns, bribes and other branding blunders

BNBranding logoGuess what…  Great advertising is hard to come by. And advertising mistakes are much more common than home runs like “Got Milk”  or “Just Do It.”

more effective advertising BNBranding

clients don’t always have the nerve to run the best spots.

Advertising is hard for corporate brand managers who have big ad agencies, market research firms, and millions of dollars at their disposal.

Advertising is hard for the mid-level marketing manager who knows her consumer, her market and her sales pitch, really, really well.

Advertising is even hard for the hottest advertising agencies. They don’t always hit home runs.

So why do so many small-business owners think they can do it themselves? That’s where the most advertising mistakes come from… business owners with a DIY mentality who take it upon themselves to write headlines, choose photos, and dictate the direction of print ads, commercials and digital campaigns?

C’mon. That’s how we end up with so many awful commercials.

Please, if you’re responsible for your company’s advertising — and ultimately, the perception of your brand — delegate the advertising to a pro. Not to the intern who’s doing social media posts. Not to the sales rep at a local TV or radio station. Not to a graphic designer.

Delegate it to a real advertising professional. If you do that, you’ll avoid most of the most common advertising mistakes that your competitors are making.

Effective leaders know when to quit and how to delegate. They recognize their own limitations and they hire well-qualified employees and agency partners to fill in the gaps. I guarantee you, the leaders who attract great talent and build sustainable brands are not doing their own advertising.

Micromanagers repel talent. And when they try to do their own advertising, their brands repel customers.

Graham Robertson of Beloved Brands says the best brand managers do two things: They keep great advertising on the air, and they keep bad ads off.  So if you’re in charge, if nothing else, avoid these 4 common advertising mistakes at all costs:

1. Bad Puns

When the experts sit down to devise concepts for a new ad campaign, puns always come up. It’s a natural part of the creative process. Luckily, most copywriters have enough common sense to throw out the bad puns with all the other quickly conjured ideas.

4 common advertising errorsUnfortunately, those who should NOT be doing the ads — bosses, accountants, engineers and spouses — sometimes force puns upon us.

For instance, zoos have a lot of material for puns and adolescent humor. Otters,  lemurs and baboons are just begging to end up in meme hell. “Welcome to otter space.”  (Sorry. See how quickly that can go south.)

Even banks have digressed into the land of punishing puns. Like this ridiculous one for Washington Mutual, when it was still in business:

Chicken Checking for a has-been bank.

Chicken Checking for a has-been bank

Puns are the low hanging fruit of advertising ideas, and should be picked quickly and spit out. Into the trash. A good writer will turn a phrase, craft the line, and have fun with some words, but he won’t give in to the temptation of puns.

I get paid to tell clients what’s on brand, and what’s off brand. I’ve yet to encounter a company where a bad pun would be on brand.

2. False and misleading claims.

This one should go without saying, and yet I recently read that a local car dealer got fined $28,000 for false advertising. Bait and switch is not a good branding strategy.

I’ve also seen this happen in the natural foods industry…  there are still a lot of snake oil salesmen out there who want to make outlandish, unprovable claims about the healthiness of their products.

Don’t do it. Let your tribe of like-minded, health-conscious adult customers come to their own conclusions. (for more on that check-out this post.) A talented team of advertising pros can find truth in just about any product or service. If they can’t, you better find a different agency.

3. Bribery.

A lot of companies these days want to provide discounts, promos and  “incentives.” These come in many forms, from deal-of-the-week online coupons to Facebook promotions and new client referral deals.

Unfortunately, “offers” like that are like the crack cocaine of marketing. People get hooked. They’re not loyal, long-term customers, they’re just deal junkies looking for a fix.

Next week they’ll be off buying from someone else with a better offer. It’s not a good, long-term strategy unless your prices substantially lower than your competitors.  Are you out to build a “value” brand in your category?  If so, go right ahead! Run discounts, sales and incentive programs all day long. Attract as many of those deal junkies as you can and be prepared to continuously court a whole new crew of customers.

If not, you better spend time devising a new value proposition. You need better reasons to buy than just price.

4. Talking about yourself

This has to be the most rampant of all advertising mistakes. It’s human nature… business owners want to talk about themselves and their products when they should be talking about the wants, needs and feelings of  the customer.

Delete the words  “we” “me”  “ours” “I” and “my” from all your marketing communications. If you’re talking about yourself, listeners will tune you out faster than you can say “next station.”

Your insider information does not translate to relevance for the consumer. And cliches like “our friendly courteous staff…” will do absolutely nothing for your bottom line.

BNBranding how to choose the right message for your adsAll the consumer cares about is “what’s in it for me?”  So if you want to get through to customers and make sales, talk about them. Not about you, or your family, or your company, or your company’s processes.

I saw an awful commercial recently for a local golf course (The high-falutin’ kind that charges $95 bucks a round but isn’t as good as the local municipal course.)  The commercial was nothing but a family portrait of the pro/owner and his not-so-cute family. Five kids in the clubhouse and on the course saying “Hey, look at us!”

The spot was based on the ridiculous assumption that “family owned” counts for something among golfers. That’s another common advertising mistake… NOT thinking at all about the real appeal of your product or service.

If that owner asked 20 customers why they play his course, not one would say “cuz it’s family owned.”

To me it just means that guy and his family are getting rich by overcharging for a mediocre round of golf.

Talk about flushing money down the drain. Not only will that claim NOT attract golfers, the message will actually REPEL prospects and encourage them to call the neighboring golf course… where the conditions are better, the rates are lower and  there aren’t any obnoxious kids running around.

I guarantee you, that was a do-it-yourself ad. (I think he committed three out of the 4 advertising errors.) He might as well just give his hand his competitor the money he spent on that commercial.

For more on how to do better advertising, try THIS post.

If you want advertising that’s well thought out, and well executed, call me at BNBranding.

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2 branding fundamentals in the guitar guitar business

Branding Fundamentals – The ABCs of Branding are RCD

the importance of branding BNbrandingRelevance. Credibility. Differentiation. These are branding fundamentals. When you look at companies — large and small — that have become successful brands, you’ll notice strength, consistency and often superiority in those three areas.

Branding fundamentals begin with Relevance.

Brand relevance is closely related to specialization and niche marketing. Because you can’t be relevant to everyone.

My old friend Preston Thompson understood the importance of branding strategies and the need for a niche. He painstakingly crafted high-end guitars for discerning bluegrass musicians who are looking for a very specific, classic, Martin-like sound.

Obviously, the Thompson Guitar brand is not relevant to those of us who don’t play the guitar. Duh!

But it’s also NOT relevant to most guitar players. NOT relevant to pop stars or young, smash-grass musicians. Not relevant to classical guitarists. Not even relevant to most blue grass guitarists.

Wisely, Preston doesn’t worry about that.

The Thompson Guitar brand IS relevant to the tiny, narrow niche of customers they’re looking for. Rather than casting a wide net, and  trying to be relevant to a broad range of guitar players, they’re staying esoterically focused.

Relevant to few, but highly valued.

The more focused you are, the easier it is to maintain relevance among the prospects who matter most. Relevance is not an absolute. In fact, it’s a bit of a moving target.

Blackberry was once a highly relevant brand among young, upwardly mobile, hyper-busy professionals. Not anymore. Technological advances from Apple and Google wiped the Blackberry off the map. Such is life in the world of high tech… if you’re not innovating quickly your brand relevance will fall faster than you can say Alta Vista.

Relevance in the restaurant business is also ridiculously fleeting.  Foodies, who are the bread and butter of the trendy restaurant scene, suffer from a severe case of “been there done that” syndrome. So when something new comes along, they’re gone  and the hottest restaurant of the year gets quickly supplanted by the next great thing. The restaurants that thrive in the long run find an audience after the foodies have left the building.

The demise of Sears demonstrates a dramatic loss of relevance. There’s still a very small audience of elderly consumers who have been buying appliances and tools there for 50 years, but the brand can’t survive on that.  It’s NOT relevant to younger consumers who represent the future of retail. High school girls would rather be shot than caught shopping at Sears.

too many choices the importance of branding BNBranding Brand Insight BlogSometimes entire categories experience a dip in relevance. Like what’s happened in the soft drink industry… bubbly drinks like Coke and Pepsi are not as relevant to young consumers who have taken to Glaceau Vitamin Water, Gatoraide, SoBe, Arizona Iced Tea, Kombucha and more than 50 other alternatives.

It’s a function of choice, really. When I was growing up, we didn’t have all those choices. Just milk, Coke or Kool Aid in the summer.

The more choices there are in your category, the harder it is to maintain relevance.

It’s tough staying “on the radar” when there are so many new products, new companies, and new offerings being unveiled. How many of the 50 brands of flavored water do you think will be around ten years from now?

Being relevant equates to being meaningful. If your brand is meaningful, you’ll generate interest. People will desire it. And they’ll take action. That’s what you want: Interest. Desire. Action.

Many brands fail because they didn’t really mean anything to begin with.  Others lose their meaning over time, often due to a lack of credibility. They haven’t mastered the branding fundamentals.

Branding Fundamental #2: Credibility

Credibility begins by knowing yourself, your brand, and the core essence of your enterprise. You can’t stay true to yourself if you don’t know what you’re really about… your passion, your purpose and your promise. Write them down. That’s one of the things that all great brands have in common… They live by their brand values.

BNBranding how to choose the right message for your adsIt’s been said that branding is about promises kept. That’s how you build trust and loyalty. So don’t bullshit people about what you can do or deliver. (That’s another, very basic, branding fundamental.)

Good sales people often gloss over the realities of delivery in order to get the sale. Like the famous line from an old FedEx ad… “We can do that. Sure, we can do that! (How we gonna do that?”) Every time you over-promise and come up short, your credibility takes a hit.

Instead, set realistic expectations. And if things do go wrong, don’t be afraid to say, “yeah, we really screwed up.” And do it quickly! In this world of social media you have to move fast to stay ahead of any bad news.

So let’s assume that you know yourself well and you’ve established a trusted brand. The easiest way to screw it up is to advertise something you’re NOT. Like a personal injury lawyer claiming to be friendly and honest.

And if you really want to compound the problem, try using a celebrity of questionable credibility. That’s a double whammy! Every brand affiliation reflects on your credibility.

Often what you’ll see is advertising based on wishful thinking rather than brand realities or customer insight. The ego of the business owner clouds the message that gets out and harms the credibility of the company. Ego is also a common culprit when it comes to differentiation… CEOs and business owners start thinking they can do anything.

brand differentiation BNBrandingBranding Fundamentals: Differentiation.

The best brands take the conventional thinking of their industry and throw it on its ear, disrupting everything that came before. They discard the age-old excuse; “Yeah, but we’ve always done it this way.”

You cannot differentiate your brand by watching the rear-view mirror or by following the lead of others in your industry. Instead, try the convention-disruption model… Think about the standard operating procedures and practices of your industry – the conventional approach – and do something else.

There are three key areas where differentiation can produce some dramatic business gains:

Product/Service Differentiation

The best marketing programs begin with products designed to be different from the get-go. There are plenty of ice cream brands out there, but only one with the crazy, mixed-up flavors of “Late Night Snack.” Ben & Jerry’s continually differentiates itself with its creativity in the flavor department.

Operational Differentiation

If you have me-too products you can still differentiate yourself through operational innovation. Be more efficient, more employee-friendly, more environmentally conscious, whatever. For Walmart procurement and supply chain management was the differentiator. That’s what enables them to keep prices so low.

Business Model Differentiation

This is a good option that applies mostly to start-ups. If you can find a better business model, and prove that it works, investors will notice.  But keep in mind, consumers might not know the difference, so you still have to do other things well.

Marketing  Differentiation

In crowded markets with many similar offerings it’s often the advertising and marketing programs that push one brand to the front of the pack. Additionally, in advertising circles there are three areas where you can differentiate yourself:  Strategy, media, or creative execution.

Take AFLAC for instance… Before that obnoxious duck came along, no one even knew what supplemental insurance was. That’s creative differentiation. And no one else in that niche was running television. That’s media differentiation.

The famous “Got Milk” ad campaign utilized a disruptive new strategy for the category, as well as exceptional execution.

RCD. Relevance. Credibility. Differentiation. Most companies are lucky to get one or two out of three. The greatest brands are three for three.

Call us to find out how Relevance Credibility & Differentiation matter to your business. 541-815-0075.

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