If you’re selling a high-quality product in a category that’s considered to be a commodity, how can you set yourself apart?
Plymate Image Mats provides a higher-quality product with far superior service in a market that’s saturated with – and accustomed to – low-end competitors. Their challenge is twofold: convince prospects that they need more than what they’re already buying, then sell it to them.
Sometimes marketers can be their own worst enemies. Take the writing practice that invested in Google pay-per-click (PPC) ads.
I won’t mention their name, but their headline promises “Fast, affordable and professional written copy by experienced copywriters.”
How do you convince people that your business is truly a part of the community when they only associate you with death and sadness?
Like most family-owned funeral homes, Ziemer Funeral Homes had been experiencing growing pressure from roll-ups of local competitors and other national chains. They wanted to remind potential customers that they are truly local businesspeople who hope to serve the community for decades to come.
As I’ve said before, most editors are inundated by press releases sent by companies and organizations that desperately want to be covered.
Amazingly, many of them miss a simple step that can dramatically increase the likelihood that their release will be among the few that will actually be picked up and used.
How do you catch the attention of people who spend all their time trying to catch the attention of others?
The pioneer in management information systems for the advertising agency industry, Adman faced aggressive competition from programs that weren’t as comprehensive or targeted, but appeared to be more affordable.
How do you convince mothers-to-be that your local hospital is a better place for giving birth than the big-city hospitals that are just a short (if frenzied) drive away?
Bloomington Hospital faced just that situation in trying to promote its maternity services. They knew that a hospital’s image is particularly important when it come to maternity. Parents-to-be labor to choose the right site for their arrivals. With powerful challengers less than an hour away, this hospital needed a campaign that could deliver.
If you’re going to come up with a cleverly invented name or spelling for your product or service, make sure it doesn’t create any inadvertent pronunciations.
Case in point: Pizza Hut has been promoting its line of calzones as P’Zones. They want you to pronounce that as “puh-zones.”
One of the surest signs of a professional writer is that his or her first drafts are absolutely terrible and often unreadable.
Surprised? It’s true. While most non-writers assume that those of us who earn a living stringing words together try to create brilliance and beauty with every keystroke, the simple fact is that our real skill emerges in the rewrite stage.
Sometimes, businesses have to deliver bad news to customers. That’s a fact of life, but it’s rarely easy to do. In most cases, the best way to do it is just that — do it, get it done, and move on. If the business relationship is solid, it will withstand one instance of bad news.
Not long ago, a service provider with whom I’ve worked for well over a decade decided that it was just too tough to share some bad news. As a result, they damaged their working relationship with me, and I’m willing to wager they’ve done the same with other clients.
In my last post, I talked about the role of editors and why most are comfortable with publicity. This week, I’d like to offer some simple advice that will make you a valuable resource for an editor instead of being viewed as that most despised of creatures, the “flack.”
The most important advice of all is to never send an editor anything that doesn’t have relevance to his or her audience. If the editor runs a magazine for chicken farmers, his readers probably won’t care about a new device to floss swine teeth. Not only will the editor delete your news release; he’ll store your name in his memory as someone who wastes his time. Each time you do that, you lose more credibility. Eventually, your emails will be filtered directly into the trash.