Zazou Marketing

If you’ve ever seen a Starburst advertisement, you know that they are usually a bit zany. For example, a recent ad showed a man trying to make a friend feel better by offering him a Starburst candy. But both men had really, really long arms, so the candy fell into a sewer.

Now, though, the company is launching a marketing campaign that is still silly — but talks about the product more. The crux of the new marketing message is the “contradiction” between the candy’s hard outer shell and the chewy center.

According to Brandweek:

One new TV spot features a kilt wearing and bagpipe-clad Korean man admonishing a child for eating Starburst. “Look at this! One contradiction eating another!” the man says. “What do you mean?” the boy asks in bewilderment. “You’re Scotch-Korean. You don’t make a wee bit of sense. And neither does Starburst. Starburst is a solid. It’s juicy. Like a liquid,” the musical player replies in a thick, Scottish accent.

Where did the idea for this marketing campaign come from? You guessed it: The customer.

Again, from the Brandweek article:

Starburst marketing director Trish Trecartin said the “contradiction” insight came from consumers. “Each time someone unwraps a piece, they are greeted with a mouthful of contradictions or surprises—a solid candy that is chewy, a treat meant for sharing that is hard to give away, and an instant burst of juicy flavor that lasts a long time,” she said via e-mail.

So, when you are coming up with your marketing message, feel free to include some zany copywriting. But also remember to ask your customers what makes them buy your product or service. And once you find out, figure out how to include those insights in your marketing message and copy.

There are a lot of variables that make a direct mail campaign successful, whether it’s for an online or offline mailing. If you are thinking of a direct mail campaign, here are a few things to keep in mind: Have a good list, hit a mailbox more than once, have an eye-catching design, and have good copy. All of these things have a huge impact on how many people will pay attention and, ultimately, hire you or buy your product.

A Good List: Getting a good list is the first thing you need to do. That means that your lists needs to be people or companies who are interested in what you do, or, even better, they are already looking for you. Having people opt-in to your list is obviously going to be most effective.

Show Up Often: Most marketing professionals recommend that your direct mail message shows up in the same mailbox at least four times. It usually takes that many times for you to shake someone out of their day-to-day life tasks and take notice of you. So, the more you show up in someone’s mail or in-box, the better chance you have at getting a call.

Eye-catching image: If your direct mail doesn’t catch anyone’s eye, it’s not going to get very far. Simple as that.

Excellent Copy: Once you have the basics set up, then you need to have the right copy to keep their attention and call you (or whatever your call to action is). That means you need a headline that gets them intrigued in your offer. And that means to-the-point copy that tells them what you can do for them and why you are the one who they should hire (or why your product is best). Of course, keeping the copy easy-to-read, professional, and interesting are all key to engaging the reader.

Realistic Expectations: Expect a one to three percent return on your campaign. Extremely targeted campaigns can have returns much higher, in the 10 to 15 percent range, but don’t expect these numbers for the average campaign.

So, if you are going to invest in direct mail and want to ensure a return on investment, make sure to invest in the whole package—a good list, a good designer, a good marketing plan, and a good writer.

Why bother hiring a writer for your brochure or website? After all, you know how to write. You’ve been writing since you were a child. You may even be pretty good at it. Here’s the thing to remember: There’s more to writing than mastering grammar and adding flare to a sentence. Marketing writers write to sell.

Let me explain. To convince your potential client to buy your product or service, you need words that do three things. You need copy to:

• Grab the readers’ attention
• Communicate a message
• Persuade the reader to act

It is only when your brochure or website, or any marketing material for that matter, does these three things, that it is effective. It is only then that your investment in your marketing materials will pay off.

So, what’s so special about a marketing writer’s prose? What gives their words such power? Marketing writers write clearly and concisely. They communicate a message. They organize text carefully. They translate industry-specific jargon. They create interest and show how the product or service is superior. And, finally, marketing writers ask the reader respond – by switching to a new company, making a call, or sending a check.

The ability to write attention-getting, communicative, persuasive copy is the key to marketing writing. It is also the key to the question – why use a professional writer? Simply put, marketing writers are experts at writing winning words to sell a product or service.