Zazou Marketing

A few days ago I was working on a brochure about a new product launch. In it I needed to explain that matcha green tea has more antioxidants in it than any other tea. To do so I wrote, “Matcha has 10 times the antioxidants, when compared to traditional green and black teas.”

Then I thought… “Is that right?”

As I have done in the past, I headed over to my “APA Style Book” and looked it up. Here’s what it has to say:

compared to, compared with

Used compared to when the intent is to assert, without the need for elaboration, that two or more items are similar: She compared her work for women’s rights to Susan B. Anthony’s campaign for women’s suffrage.

Use compared with when juxtaposing two or more items to illustrate similarities and/or differences: His time was 2:11:10, compared with 2:14 for his closest competitor.

So, according to the “APA Style Book,” no, I was not right. It would be: “Matcha has 10 times the antioxidants, when compared with traditional green and black teas.”

I fear sounding like a broken record, but that’s not going to stop me from saying it again: Make me care.

I know that I just wrote about this, but I was inspired to revisit the topic when I read Amanda Ameer’s Life’s a Pitch blog posting today. This week she is asking the same eleven questions of different New York City publicists. Today, she posted the answers of Steven Swartz, who is the founder of Dotdotdotmusic, which provides PR and consulting services to the new music field.

Here is an excerpt from the post:

What is the purpose of a press release? And what, in your opinion, is the most important aspect of a press release?  How does that element accomplish the purpose?

I think any publicist would agree that it’s not enough to convey the essential information — you have to answer the reader’s unspoken question, “Why should I care?”  Ideally, all of the elements of the release work together to provide that answer, but the heavy lifting is accomplished by the narrative you create in the release, and the context you provide to support and enrich that narrative.

So there you have it. Another voice who reminds us that whether you are writing a press release, a brochure, a website or any other marketing material — make sure it answers the question, “Why should I care?”

It’s one thing to waste free space. It’s another to pay top dollar and waste it.

In an earlier post, I talked about a banner at Lincoln Center that simply tells you to “Celebrate Lincoln Center’s 50th Anniversary.” I brought this up as a reminder that advertising copy and marketing materials need to include the information that people want, as well as what will make them care–both of which this banner sorely lacks.

So that covers the wasted free space. What about paying to waste it? Well in the May 2009 O Magazine, there is a similarly uninteresting and uninformative Lincoln Center advertisement. It splashes the same “50″ across the page and has the following copy: “Saluting Lincoln Center for the Performing Arts on its 50th anniversary.” Then there is the “Lincoln Center 50 Years, just the beginning” logo and the website, LincolnCenter.org.

Lincoln Center 50 years ad campaign

Is it just me, or is this another missed opportunity to make me care?! Seriously, use your advertising copy to tell me something, anything that will entice me! What have you done that’s so special? What are you planning that is so special? What exactly are you doing to celebrate? If I am interested, what can I do to celebrate? And why should I take any time out of my day to go to your website when you haven’t told me a thing about why I should go there?

Sometimes marketing campaigns just aren’t sexy. And that’s OK.

Take banks, for example. There is a whole slew of them who want the public to know that they are safe and solid–in a word, they’re boring. I have personal experience with this message, since I was hired recently by a credit union to two write letters for their annual report. The content of those letters? In part it was that the credit union is safe, solid and growing. And that they never took part in all of those risky lending practices that got the big banks in trouble.

But the marketing message definitely goes beyond one credit union. The New York Times ran an article about banks earlier this month, titled “We’re Dull, Small Banks Say, but Have Profits.” While the title pretty much sums it up, here’s an excerpt:

“community bankers have felt compelled in recent months to mount public relations campaigns to emphasize their fiscal health and in some cases to announce they rejected Troubled Asset Relief Program, or TARP, funds. Some have held cookouts, others have held “reassurance” meetings in their lobbies, hoping to educate customers and prevent panics.”

The point of all of this? Sometimes what sets you apart from your competitors is not something bold and flashy. Sometimes it is your boring old business practices that give you an edge. The important part is that whatever it is that gives you an edge, go ahead and sell it!

I was contacted by two new clients this week. One gave me a list of ideas about their company; the other gave me what amounted to a list of facts about an event. Both clients wanted the information turned into one page of marketing material copy. And both were rush jobs — the marketing materials needed to be done in less than 24 hours — so there was no time to get additional information to fill out the marketing pieces.

Can you guess which one I took on and which one I passed on until I could get additional information? You may be surprised to know that I took on the one that started out as essentially a list of facts. Why? Because with such details I knew the:

• unique selling proposition
• target market
• what sets them apart from their competition

Here’s the key: If I have the facts and details to start with, I can usually add flavor, tone, and style. But with only series of belief statements, I have little to work with to tell your customer why they should hire you or buy your product.

Here’s an example: The list of facts included the location of a contest that the organization is putting on (Highline Ballroomin NYC) and what the grand prize will be for the winner of the contest (including a Jacob & Co. pendant).

There are certainly plenty of people who know exactly what kind of vibe and caliber this performance space is and just how coveted a a custom-made Jacob & Co. pendant is. However, there are plenty of people who do not. And if someone who does not know is being approached to be an investor, the one-sheet needs to let him or her know what kind of an event this is.

That in mind, to address what kind of a club the Highline Ballroom is (and by extension, the contest), I included the caliber of artists who have performed there:

“That night, the six contestants will let loose and have some fun—all at the same location that performers like Lou Reed, Mos Def, and Amy Winehouse have performed, at the Highline Ballroom, a performance space in the Meat Packing District on 16th Street.”

And when I described the grand prize, I included some of the designer’s celebrity fans — thereby showing just what kind of caliber the entire contest is:

“a custom-made Jacob & Co. pendant (popularized by the likes of Angela Bassett, Jimmy Fallon, Gisele Bundchen, Sean “P. Diddy” Combs, Enrique Iglesias, Justin Timberlake, Fred Durst, David and Victoria Beckham and many others)”

So, when you are creating your marketing materials, remember to include the details of what sets you apart — and also remember to include information that lets people know just why those details are relevant.

I have absolutely no emotional reaction when I think of Chipotle. Instead, my thinking process probably goes something like this: “black bean burrito,” “fast food counter,” “husband got sick once.” So it was a complete shock to me to learn that the brand has such a strong following that when they changed their ad campaign recently, a group of Denver-based creatives started a “war” on Chipotle’s new ad campaign, called “Cheapotle.”

New ad campaign from Chipotle

An ad that is part of the "war" on Chipotle's new ad campaign.

Since I didn’t know about the new ad campaign until I found about this war, I did some reasearch about it. Apparently, Chipotle is focusing the campaign, called “My Chipotle,” on its variety of menu items and ingredients. Included in the campaign is a microsite, Mychipotle.com, where consumers can leave audio and video recordings talking about their burrito creations.

Now, listen to who this campaign is targeting, from an article in Brandweek:

“With this campaign, it is our intention to harness the power of our most loyal fans,” said Mark Crumpacker, Chipotle CMO, in a statement. “We want them to be a part of the process because we know they’re consistently expressing themselves through their menu choices. By encouraging them to tell us why they eat what they do, we think they’ll spread the word and encourage others to come in and give Chipotle a try as well.”

Hmmmm. Maybe some of their loyal fans will love this campaign and play along. But apparently they went very wrong with at least a few of those Denver-based loyal fans.

And I certainly can’t help but notice that the ad campaign was meant to spur community action–maybe just not the kind of community action that it actually has spurred.

A few choice words can make a powerful image. If you have any doubt, just check out the new ad campaign Mars just launched. In fact, in this case, the image and the words are just too much, in my opinion.

The ad campaign is for the first new candy bar Mars has launched in 20 years. Called the “Fling,” it is being marketed to women. The ad campaign is using plenty of double entrendres, including calling it a “chocolate finger.” I don’t know about you, but instead of making me say, “Yum, give me some chocolate,” that image in relation to a chocolate bar makes me say, “Yuck.” I doubt that that was what Mars wanted when they launched this ad campaign.

Take a look for yourself at one piece of the marketing materials for this ad campaign:

a promotional mailer for Mars' new candy bar, the "Fling"

I’m not the only one who thinks this campaign goes too far. NPR’s “All Things Considered” ran a story yesterday about the ad campaign. Here’s an excerpt from that story:

“The overall campaign feels weird,” Lisa Johnson says. “It feels creepy.” Johnson is the co-author of Don’t Think Pink: What Really Makes Women Buy — and How to Increase Your Share of This Crucial Market. She describes the marketing as a “full-frontal attack.”

“The language of it has so much sexual innuendo, you could pack it into a trashy novel.” Johnson says marketers are taking the connection women often make between chocolate and sensuality too literally. “There are other things you can do that can hit this note without banging on it.”

It remains to be seen how effective the ad campaign will be, of course. But I would definitely like to see toned-down copy for this ad campaign. And my guess is that such a toned-down version would be much more effective.

I got a call today from a client who wants a brochure. He wasn’t sure what he wanted, so I mentioned a few possible topics that we could cover in the marketing material, many of which were a surprise to him. It made me think that it might be helpful if I posted some general areas that are often covered in brochures.

So, as you think about your own brochure, think about which of these will be most helpful in selling your service or product. And that really is the key — don’t just include that you have been in business for 50 years because you think it sounds impressive; only include that information if it’s going to make your clients buy your product or service. And keep in mind that you almost never want to have all of the following topics covered in one brochure!

Also, just because you talk about your services (or some other topic), you should not label the section “services.” Instead come up with a catchy, descriptive header that helps sell your company, product or service.

Possible features to include in your service or product brochure:

• Introduction – Outline what you offer and–of course–what you do for your client.
• Call to action – Ask the reader to act. Do you want a call? Order a product? Or for the client to visit a website? Then let them know what to do and how to do it.
• Services and/or products – Describe the services and/or products you offer (and always focus on how they benefit your customer).
• Business structure – Describe how you do business and why it benefits your client.
• Clients – Include case studies or a list of people or organizations who have hired you or bought your product. Or you can include descriptions of the kind of companies who have hired you.
• Testimonials – Include testimonials that tell how great you or your product or service is, of course, And, if possible, use ones that include numbers that prove that your service or product has improved their life.
• Fees, prices and terms – If you have a set price structure, you may want to include it, in addition to any guarantees that you make. For products, you may want to also include shipping and handling costs.
• Features – Highlight features that set your product apart from your competition. And, of course, include how those features benefit your client.
• How the product works – Describe how your product works and what it can do, including why its superior to the competition.
• Information about the buyer – Sometimes its helpful to spell out who the product or service is designed for. (Even if you don’t have an entire section for this, all of the content should keep this person in mind.)
• Applications – Describe how your product or service can be used and answers the question of what problems it solves.
• Availability – If you sell a product or two or three or more, you may want to list the models, sizes, construction materials, options, accessories, etc. Again, include why these specs matter to your client. Also, you may want to include charts and graphs to help your client select the right product.
• Technical specifications – For products, you may want to include and technical requirements, such as cleaning methods, storage conditions, etc.
• FAQ – This is obviously where you include frequently asked questions (and their answers).
• About Us – Including a brief company description section can show that the service or product is backed by a reputable company. And, if it well help sell your product or service, highlight the credentials of important employees.
• Support – This section can be either who and how to contact support, or it can be information about delivery, installation, upkeep, etc.

A few days ago I wrote about Starbucks’ new advertising campaign. At least one of the new ads addresses the issue of price—warning that “paying less for your coffee comes with a price.” Since writing that I have noticed that a Stella Artois campaign makes a similar warning, “Perfection has its price.”

Starbucks' new ad campaign warns that cheaper coffee comes with a price.

A Stella Artois ad campaign that has been running for a few years claims that "perfection has its price."

As for the two approaches, I find the Starbucks ad to be much more effective. First of all, it is running in newspapers, and the headline is followed by a story of what separates them from their competition–with topics including their use of fair-trade beans. So, if the headline catches your eye, you can read on to find out why they claim that cheaper coffee has its price. And it actually makes me pause and consider paying $4 for a cup of coffee.

But the Stella ad is a billboard, so you only see the headline. The focus here, then, is on the “perfection” claim–a broad claim with nothing to substantiate it. It certainly doesn’t make me want to buy the beer. Rather, it only makes me wonder, “how much more expensive is the beer than its competitors?”

What do you think? Which campaign is more effective?

Zazou Marketing

Coming up with marketing copy seems like it should be easy. After all, you’re writing about something you know well – your own business. In reality, we often know our own business too well, so we stumble around looking for the right words to describe it. Even worse, we end up making mistakes that can cost us business.

So the next time you start writing your brochure, newsletter, sales letter or website copy, keep the following pitfalls in mind. Avoiding these can mean the difference between making a sale and sending potential clients running.

1.    Benefits, not features. You’ve heard this one before, but you probably need to hear it again. Don’t get so charmed by your “features” that you forget to talk about your benefits. Don’t just say that your widget is cool because of its bells-and-whistles. Instead, explain how those bells-and-whistles help your customer. So, when you list a feature, follow it with words like, “so now you can… ” (and spell out exactly what problems it’s going to solve).

2.    Not so impressive. The first sentence of your brochure or website should NOT be, “We’ve been in business since 1984” (or whatever year you started). Your potential clients simply don’t care. At least not yet. Hook them by telling them how you can help them. Once they’re hooked, you can impress them with your experience and how long you’ve been in business.

3.    You’re not the only one. Don’t bother including that you are passionate about what you do or that you love your job. Absolutely everyone makes this claim (like everyone claims to give superior customer service). And it simply isn’t a selling point. Stick to telling potential clients how you can help them.

4.    Avoid hype. Don’t use buzzwords like “spectacular,” “incredible,” “one-of-a-kind” and “breakthrough.” These simply alert people to the fact that you are selling something, and your reader stops paying attention. Instead, explain what makes your product or service spectacular. And don’t forget to include what your clients will get out of it.

5.    No one cares about you. I know it’s hard on your ego, but people really don’t care what you do or who you are. They do care how you can help them. Remember to keep the focus off of you and on what you can do for your customer. Instead of saying, “We offer professional guidance to small businesses,” say, “If you are a small business stuck in a rut, we can help you overcome barriers and get new clients.”

6.    You are not a professor. I’ve said this before, I know. Still, it’s important to remember to simplify your sentences! Once you’ve written a draft, go through your document sentence by sentence, and see where you can split sentences into two. Then go through and take out insiders lingo. And take out unnecessary or convoluted words (come to think of it, “convoluted” is a great example of a word to avoid!). Big words and long sentences simply won’t help you to be taken seriously. But easily-grasped words and short sentences will make your marketing materials accessible.

7.    It’s all about sales. Remember that the goal of your marketing materials is not to impress, be liked or even to present a professional package. It’s great if your materials do that too — but the goal is to make sales. So don’t lose sight of your goal. Think very carefully about what your copy is actually doing. Is it acting like your star salesperson? If not, scrap it and start over.

Zazou Marketing