Pictures may be worth a thousand words, but they have the potential to be boring just like poorly thought out headlines. The point of a picture in your marketing materials is to get attention—“catch” readers and get them to your headline... So what kinds of pictures are likely to do that? There are many, and some will be more appropriate for YOUR customers than others. Let me give you a list.
1. Startling pictures. A picture that startles contains familiar objects in unfamiliar situations or relationships. Begin with something that relates to your product and then put it in an unfamiliar place. A goat in a tree. A llama flying. A product you supply upside down. A man kissing a cow. A very large something next to a very miniature something. Use your imagination. It should lead into your headline both in attention and in meaning.
2. People like to look at people. People doing interesting things get a lot more attention that stills. Close ups are good. Crowds are not unless there is a focal point. Readers are attracted to faces showing emotions they can relate to. Close ups of eyes with special characteristics get attention.
3. Use babies. Of all the people pictures, the ones that get the most attention are babies. And a close second is baby animals. Baby animals playing, catches attention. Baby anything doing anything cute. Show babies doing anything with your product. Holding, wearing, swatting at, eating, sleeping on, and hugging your product. Avoid showing babies in potentially dangerous situations.
4. Funny pictures. Be careful that it really is funny and that you can connect it to your product. Get a second opinion on funniness.
5. Use Costumes. Again, as with all of these, the pictures should connect to your product at least a little bit. Sun bonnets, Viking hat, wigs and frock coats, uniforms, period costumes, either on people or on animals. Combine this one with any of the earlier ideas for more impact.
6. Sex sells. This is like playing with a loaded gun, however, because it’s easy to cross the line from interesting to crude. Subtlety, moderation and good taste is king here.
7. Place a common object in an uncommon position or setting. If the picture is nonsensical, people want closure to make it make sense and they will read further. A loom on the freeway could tie into how the loom makes weaving easier than weaving in and out of traffic. Make a list of the places and positions your product would normally be found, the make a list of a few places and positions where it would be startlingly out of place and out of position.
8. Show your product in use. Shear an alpaca, milk that goat, cook or be eating that organic edible, ride the horse, wear the clothing, hang the painting (with people looking at it of course) be cracking that free range egg into the pan, be sitting at the picnic table, show a bird going into the birdhouse, show the goat carrying a pack, the fiber being spun, the fire extinguisher being used, the LGD guarding the critters, or the soap/lotion being applied.
9. What other objects go with your product. If you can stylishly arrange your product with those other items, especially ones with good feelings associated, you’re more likely to catch attention. How about a sheep (better a lamb) wandering through spinning wheel, loom or other fiber equipment. How about a baby goat nestled into a milk pail? What about a hen sitting in an egg basket? How about your bar of soap in a fancy soap dish with guest towel beside it? Use your imagination.
10. Use a picture that contrasts with the headline. As in the picture of the garbage strewn roadway and the headline: “America the Beautiful.” The mind wants to make things make sense and the contrast gets them focused on making sense.
11. Close ups. Go very large with pictures of a part of something or very small of something you can tie to your product. Use close-ups of people. A big face is more attention catching than a small one—but make it an interesting face with the right expression to match your materials.
12. Show them their dream. Look at perfume ads for examples of how this is done.
13. Use a picture that is a symbol of your product or the idea you want to get across. We sometimes call these logos. See my book, “Marketing Farm Products” for a chapter about logos. My logo, though it has evolved, is now a picture of a barn surrounded by fields for my business which is Beyond The Sidewalk.
14. Show before and After pictures. Soap makers, show a dirty toddler and then the same toddler all cleaned up. Fiber artists, show a pile of your raw materials, next to what you make from it. Do you make cheese or yogurt or butter from your milk? Then show the bottle of milk next to the cheese and yogurt. Do you provide a service? Show a customer before and after your service or his animal before and after the service. Get creative.
15. Use color (people perceive color to mean quality) and captions (they are more likely to read a caption than the rest of the ad) that point out something important.
Sunday, July 19, 2009
Thursday, July 16, 2009
Marketing’s First Principle, Again!
The point of your business is the customer. If the point of your business was YOU, it would be a hobby or a fun activity and selling what you make or grow or produce wouldn’t matter. For hobbies, we just assume they’ll provide enjoyment and cost us some money. When you take steps to become a business, it changes the landscape. Now you expect it to make you some money.
In order to get those customers to give you money for your product, you need to change your focus. Get it off yourself and get it onto the customer. Unfortunately, most of the small businesses out there in rural America are still focused on themselves. I know, you’re proud of your farm, your animals, the things you make, the produce you grow, the packaging, the show wins, the way the widget performs, the things you’ve accomplished. But it’s hard to get a check from someone you’re ignoring. Oops!
This idea—that the customer is the reason you have a business—is hard to get. We’re self-centered. We’re not used to putting someone else ahead of ourselves. It’s the first, most important principle of marketing. It’s the biggest reason your marketing is not looked at. The customer isn’t “caught” because you’re ignoring him.
As a business, you need to remember that you are not selling animals or vegetables or widgets or a service. You’re selling satisfaction. Approach this principle by asking yourself what satisfaction your potential customers are looking for. It’s not a goat, but the feelings they will have from safety for their allergic baby. It’s not an alpaca, but the security of a retirement income free from Wall Street. It’s not organic tomatoes but the feelings they get from healthier foods. It’s not the low fat meat you produce, it’s the better heart health from a healthier meat choice. It’s not the wall hanging you create, but the prestige they get from admiration of their friends. It’s not the purse, boarding, classes, edibles, clothing, raw materials or gizmos you sell that they want. It’s what they think they’ll feel when they own those things. 95%. Selling your things is about feelings 95% of the time.
People buy (anything) because they have a need, a want, a fear or a desire. Your job is to delve into those and find the particulars for your customers. Understand their hidden motivations. You discover that in two ways. One is to remember why you began your business (why you bought your first _________). The second is to start asking potential customers questions about what satisfactions they’re looking for.
Almost without exception, people like (need) to talk about themselves. Get out of yourself enough to quit talking about yourself and your stuff. Get the potential customer talking about themselves and really listen. Open ended questions get them started.
“What are you trying to accomplish?”
“What’s important to you?”
“Why are you interested in _______________?”
“Tell me a little about where you’re trying to go with this.”
“Tell me how you got interested in _____________.”
“What are you looking for?”
“What do you like about _______________?”
Come up with questions of your own. Then practice them and use the answers you get in all future marketing messages.
You’re not really selling your _______________. You’re selling hope. You’re selling freedom from fear or worry. You’re selling excitement or awe or wonder. You’re selling satisfaction. Make sure your marketing materials and your conversations with customers are all about those intangibles. It’s not about you. It’s not about the color, conformation, fineness of the fiber, taste of the foods, or any other facts about your product. It’s always about feelings. How will your customer feel when you have satisfied the needs, wants, desires or fears that got them to you? That’s the magic of good marketing because it sells.
While good advertising can’t make a poor product successful for long, self-centered, boring advertising can ruin a good product and prevent an adequate income.
In order to get those customers to give you money for your product, you need to change your focus. Get it off yourself and get it onto the customer. Unfortunately, most of the small businesses out there in rural America are still focused on themselves. I know, you’re proud of your farm, your animals, the things you make, the produce you grow, the packaging, the show wins, the way the widget performs, the things you’ve accomplished. But it’s hard to get a check from someone you’re ignoring. Oops!
This idea—that the customer is the reason you have a business—is hard to get. We’re self-centered. We’re not used to putting someone else ahead of ourselves. It’s the first, most important principle of marketing. It’s the biggest reason your marketing is not looked at. The customer isn’t “caught” because you’re ignoring him.
As a business, you need to remember that you are not selling animals or vegetables or widgets or a service. You’re selling satisfaction. Approach this principle by asking yourself what satisfaction your potential customers are looking for. It’s not a goat, but the feelings they will have from safety for their allergic baby. It’s not an alpaca, but the security of a retirement income free from Wall Street. It’s not organic tomatoes but the feelings they get from healthier foods. It’s not the low fat meat you produce, it’s the better heart health from a healthier meat choice. It’s not the wall hanging you create, but the prestige they get from admiration of their friends. It’s not the purse, boarding, classes, edibles, clothing, raw materials or gizmos you sell that they want. It’s what they think they’ll feel when they own those things. 95%. Selling your things is about feelings 95% of the time.
People buy (anything) because they have a need, a want, a fear or a desire. Your job is to delve into those and find the particulars for your customers. Understand their hidden motivations. You discover that in two ways. One is to remember why you began your business (why you bought your first _________). The second is to start asking potential customers questions about what satisfactions they’re looking for.
Almost without exception, people like (need) to talk about themselves. Get out of yourself enough to quit talking about yourself and your stuff. Get the potential customer talking about themselves and really listen. Open ended questions get them started.
“What are you trying to accomplish?”
“What’s important to you?”
“Why are you interested in _______________?”
“Tell me a little about where you’re trying to go with this.”
“Tell me how you got interested in _____________.”
“What are you looking for?”
“What do you like about _______________?”
Come up with questions of your own. Then practice them and use the answers you get in all future marketing messages.
You’re not really selling your _______________. You’re selling hope. You’re selling freedom from fear or worry. You’re selling excitement or awe or wonder. You’re selling satisfaction. Make sure your marketing materials and your conversations with customers are all about those intangibles. It’s not about you. It’s not about the color, conformation, fineness of the fiber, taste of the foods, or any other facts about your product. It’s always about feelings. How will your customer feel when you have satisfied the needs, wants, desires or fears that got them to you? That’s the magic of good marketing because it sells.
While good advertising can’t make a poor product successful for long, self-centered, boring advertising can ruin a good product and prevent an adequate income.
Thursday, July 9, 2009
The Cornerstone of the Top Performers
You have a farm. You’ve decided it’s a business, not a hobby. You have raised some great animals or created other products, expecting that buyers would be more or less automatically there to buy. Surprise, surprise! They’re not automatic. Even in a good economy, and this one stinks.
You’ve caught the idea that better marketing might be the answer (good for you) and you found your way to my material. Great! I hope you are learning lots of helpful information.
In the last few weeks I’ve been talking about copywriting. I’ve told you (over and over) that practice is how you get better at writing headlines, writing ads and putting the customer’s hopes first in order to catch his attention.
Thomas Edison said this: “Vision without execution is hallucination.” All the good ideas about marketing won’t do you much good without execution!
It’s decision time. What do you want badly enough to do the tremendous work it takes to be a top performer? It turns out that top performers in any field have one thing in common. It’s called DELIBERATE PRACTICE.
Deliberate practice takes your time. It takes getting a good coach (me, in this case). It takes good family support (or being able to function in spite of poor support). It takes focused attention on practicing the skills to improve your “game.”
The reason Michael Phelps and Tiger Woods and Lance Armstrong make it look easy is that they’ve put in the hours of focused attention on practicing the skills. The reason Mozart became Mozart is by working furiously hard. The reason Jack Welch, David Ogilvy, Warren Buffett, Robert Rubin, Jerry Rice, Chris Rock, and Benjamin Franklin made it to the top in their fields is that they practiced their crafts. About the only thing they all have in common is deliberate practice.
Deliberate practice in marketing is like developing any physical skill—running for instance. You don’t start off running a marathon. You have to start just walking a couple miles—developing the muscles, the lung and heart capacity. Learning to market successfully is developing some mind muscles. It is learning to think and speak and write differently.
Many people fail because the will flags, the body or mind tires. You must know that this is a normal part of any process of training to succeed. It’s the equivalent of being winded in the early stages of a running program. Do you think Florence Griffith-Joyner gave up when she got tired the first time? Or the thousandth? What made her Flo-Jo was her willingness to improve through thousands of hours of focused practice regardless of the fact that it was hard.
So what do you really want? And what do you really believe about your ability to get there? I talk about these in all my books because success starts there. I’m asking you today to decide what you really want. Make the commitment to yourself and the success of your farm. It is fundamental because deliberate practice is a heavy investment.
Or else you have a great hobby!
You’ve caught the idea that better marketing might be the answer (good for you) and you found your way to my material. Great! I hope you are learning lots of helpful information.
In the last few weeks I’ve been talking about copywriting. I’ve told you (over and over) that practice is how you get better at writing headlines, writing ads and putting the customer’s hopes first in order to catch his attention.
Thomas Edison said this: “Vision without execution is hallucination.” All the good ideas about marketing won’t do you much good without execution!
It’s decision time. What do you want badly enough to do the tremendous work it takes to be a top performer? It turns out that top performers in any field have one thing in common. It’s called DELIBERATE PRACTICE.
Deliberate practice takes your time. It takes getting a good coach (me, in this case). It takes good family support (or being able to function in spite of poor support). It takes focused attention on practicing the skills to improve your “game.”
The reason Michael Phelps and Tiger Woods and Lance Armstrong make it look easy is that they’ve put in the hours of focused attention on practicing the skills. The reason Mozart became Mozart is by working furiously hard. The reason Jack Welch, David Ogilvy, Warren Buffett, Robert Rubin, Jerry Rice, Chris Rock, and Benjamin Franklin made it to the top in their fields is that they practiced their crafts. About the only thing they all have in common is deliberate practice.
Deliberate practice in marketing is like developing any physical skill—running for instance. You don’t start off running a marathon. You have to start just walking a couple miles—developing the muscles, the lung and heart capacity. Learning to market successfully is developing some mind muscles. It is learning to think and speak and write differently.
Many people fail because the will flags, the body or mind tires. You must know that this is a normal part of any process of training to succeed. It’s the equivalent of being winded in the early stages of a running program. Do you think Florence Griffith-Joyner gave up when she got tired the first time? Or the thousandth? What made her Flo-Jo was her willingness to improve through thousands of hours of focused practice regardless of the fact that it was hard.
So what do you really want? And what do you really believe about your ability to get there? I talk about these in all my books because success starts there. I’m asking you today to decide what you really want. Make the commitment to yourself and the success of your farm. It is fundamental because deliberate practice is a heavy investment.
Or else you have a great hobby!
Saturday, July 4, 2009
Two more ads rewritten
Thank you to Kathleen and Tina for volunteering for this. Like all of us, these ad writers talk mostly in “Seller Ego.” It’s HARD to talk from the perspective of your customer. It takes practice. Take a look at these for more cueing on how to translate to “Buyer Ego”. The suggestions I’ve made are not the final answer. There are thousands of possibilities and many may be better than I have done.
Go ahead and write your material, then for each sentence always ask “Who is this about?” If it’s not about the customer, then rewrite it so that it is. I'll keep talking about this because there is lots of ways to tell you and that will help you do a better job.
Life is Simple at Friendly Farm Alpacas (Who is this about? Is it relevant to blue and purple ribbons pictured in the flyer?)
Blue ribbon alpacas from a friendly farm (seller oriented.-- make it about the customer) plus half-price breedings for life to our blue ribbon herdsires (why does this fulfill a customer’s hopes?)
View our amazing (why is it amazing?) sales list online at friendlyfarmalpacas.com
(The rest of this flyer is just covered with great photographs of animals with their ribbons. In the rewrite below I’ve prioritized what this farm’s main benefit to customers is, ie winning ribbons. That’s why there are all those pictures of award winning animals. I’ve moved the Friendliest idea to second place)
Rewrite:
Look at all these ribbons! Wouldn’t you like a few for your own farm?
Now, that's likely because you can get half price breedings to any of these blue ribbon boys—For The Rest of Your Life! That’s like having a lifetime annuity of winning alpaca genetics!
And how do you get the friendliest mentoring experience in the Alpaca World?
You get it, because we live up to our name! Friendly Farm Alpacas, in CA, is like having your own Concierge to help you reach your hopes and dreams.
Check out the captivating information and pictures of all these animals on our online sales list at XXXXX.com
*************************************************
This ad is a flyer with a particular layout which I cannot reproduce here but I’ll talk about it as though you can see it.
Very large Logo (Too prominent and too large –it makes it seller oriented, either a smaller logo in the upper corner or a slightly larger one at the bottom. Remember they don’t care about your farm yet)
Alpaca
Meet and Greet
Open House and Sale (Doesn’t tell me--the buyer/visitor—what I get from this that I’m hoping for. The Sale part could be left out entirely.)
The boys have been sheared and want to show off (what does this do for the customer?)
Come by Adrian’s Only “Alpaca Boy’s Club” (this isn’t really relavant to enticing them to come to the event…)
Date: Saturday, May 16, 2009
Time: 9am – 4 pm (good! This is important information and it’s prominent, change the date for next year)
The following info is in Boxes side by side. This first block of info could go at the bottom. It only becomes important after they have been convinced to show up. Then, you could unbox the other information and expand it more since it is what will convince them to show up
Directions to Golden Heartland:
Hwy 71 to Adrian/Route 18 Exit
Approx 2.5 miles East on Rt 18
Turn Right (South) on NE 3003
South 1 mile
Turn Right (West) on NE 11004
First Farm on Right (Box 469A)
This is the important info: I’ll rewrite it a little
• Meet an Alpaca !
• Discover Alpaca Fiber !
• Alpaca Yarn on Sale !
• Fiber Artist Specials !
• Pick Your Favorite Fleece !
• Free Refreshments ! This should be more prominent at the bottom of the page rather than in the box –make it larger than the website and phone #
Large web address and phone number across bottom (Too big, medium size font would be adequate. That space is better used to convince them to come experience alpacas).
Rewrite:
Small Logo
Close Encounters of a Remarkable Kind!
Fun Face-Off’s with the Alpaca Boys and a Gathering With Your Neighbors!
Discover why there’s so much buzz about the alpaca lifestyle
* Get nose to nose with an alpaca
* Touch, touch, touch, FEEL the fiber
* Enter the ‘Favorite Fiber’ contest (make a contest with a prize)
* Check out all the yarn colors and textures
* Fiber Artists will find BIG DEALS!
Date:
Time:
The boys have been sheared; they are present in all their glory and they’re eager to show you their stuff. They think they’re a pretty exclusive “Boy’s Club” in Adrian and they’re pretty persuasive!
FREE REFRESHMENTS and Activities for kids (if you can do that)
web address and phone number here
Directions to Golden Heartland: Hwy 71 to Adrian/Route 18 Exit
Approx 2.5 miles East on Rt 18, Turn Right (South) on NE 3003 , South 1 mile
Turn Right (West) on NE 11004, First Farm on Right (Box 469A)
Tuesday, June 30, 2009
Real World Ads Redone...
Two Fiber boys (boring, doesn’t tell me any reason I should care)
We need to sell two fiber boys. (Who is that about?) Elijah is bay black with an outstanding personality. (What does this do for me?) He loves to give kisses and have his head rubbed behind his ears. He is a "lover boy." (Fact, fact, fact….why do the facts matter?) He also produces a lot of fleece each year. (Fact, fact, fact….why do the facts matter?) Prodigy is dark brown (more red than brown). He also produces a lot fine fleece each year. (Fact, fact, fact….why do the facts matter?) They are offered at $500 each. (What’s so great about the price? If they are a package, why not use the package price?)
Here is your chance to also own genetics from the famous Legend's Challenger of KPR. (Famous is a mushy word. What’s famous about him?) Midnight Skye is one year old with beautiful black fleece. (Fact, fact, fact….why do the facts matter? And no connection to the famous animal was made) He needs to be in the show ring but we do not have the time or money to travel. (I just lost respect for these people because they essentially told me they’re failing at this business) You can have him at the incredible price of $3,000. (As a potential buyer I don’t believe this is an incredible price, prove it)
Rewritten:
How to Get Two Hassle-Free, Fun, Fiber Animals & a 4-H Project to Boot!
You get all this luxurious fiber but won’t have to bother about breeding and birthing with these fiber boys! Not only do they produce oodles of fine quality fleece, but you won’t need dyes with these full, rich natural colors.
1) Elijah (bay black) wins the personality contest for easy care and just plain fun (try scratching his ears a few times or asking for kisses!)
2) But Prodigy is a close second and is rich, reddish brown.
4) Both are ready for 4-H projects that will teach valuable life lessons to your kids, too
Here’s a chance for fiber and fun, in an easy-care package for just $1000. Make an appointment today to come view them or email me for photos and additional information. Xxxxxxx@CCCCCCC.com
The rest of that ad should be a new ad because the people who might want the fiber boys are probably different than the people who might want a breeding male.
How to Get More Show Wins For Your Own Farm
Here’s a chance to bring the famous show-winning genetics of Legend's Challenger of KPR in your next crop of babies. Your own prestige will blossom with Challenger’s yearling son, Midnight Skye, who has the superior conformation and ultra fine, true black fleece of his sire.
He’s ready to hit the show circuit and start producing for your farm! Skye’s full sister just sold at such and such a farm for $15,500, but you can add these valuable genetics for only $3,000 today. Call us today and we’ll mail photos and further information!
***********************
Nigerian Dwarf & Lamancha Herd Reduction in SC (boring, absolutely nothing to spark any interest)
We are reducing our goat herd and have several animals up for sale. (Duh, noting interesting about that -- of course you have animals for sale—along with several thousand other people) 3 Lamancha yearlings, 1 purebred, 1 american and 1 grade. Also we 6 Nigerian Dwarf does/doelings have a yearling Nigerian buck and a buckling. (a boring list that is hard to read if readers haven’t given up already, better a bulleted list) All Nigerians and all Lamanchas excluding the grade come with AGS & ADGA registration. (Fact—why does duel registration matter to a buyer?) Some maybe also registered with NDGA already. (Ditto for three way registrations)
We need to sell two fiber boys. (Who is that about?) Elijah is bay black with an outstanding personality. (What does this do for me?) He loves to give kisses and have his head rubbed behind his ears. He is a "lover boy." (Fact, fact, fact….why do the facts matter?) He also produces a lot of fleece each year. (Fact, fact, fact….why do the facts matter?) Prodigy is dark brown (more red than brown). He also produces a lot fine fleece each year. (Fact, fact, fact….why do the facts matter?) They are offered at $500 each. (What’s so great about the price? If they are a package, why not use the package price?)
Here is your chance to also own genetics from the famous Legend's Challenger of KPR. (Famous is a mushy word. What’s famous about him?) Midnight Skye is one year old with beautiful black fleece. (Fact, fact, fact….why do the facts matter? And no connection to the famous animal was made) He needs to be in the show ring but we do not have the time or money to travel. (I just lost respect for these people because they essentially told me they’re failing at this business) You can have him at the incredible price of $3,000. (As a potential buyer I don’t believe this is an incredible price, prove it)
Rewritten:
How to Get Two Hassle-Free, Fun, Fiber Animals & a 4-H Project to Boot!
You get all this luxurious fiber but won’t have to bother about breeding and birthing with these fiber boys! Not only do they produce oodles of fine quality fleece, but you won’t need dyes with these full, rich natural colors.
1) Elijah (bay black) wins the personality contest for easy care and just plain fun (try scratching his ears a few times or asking for kisses!)
2) But Prodigy is a close second and is rich, reddish brown.
4) Both are ready for 4-H projects that will teach valuable life lessons to your kids, too
Here’s a chance for fiber and fun, in an easy-care package for just $1000. Make an appointment today to come view them or email me for photos and additional information. Xxxxxxx@CCCCCCC.com
The rest of that ad should be a new ad because the people who might want the fiber boys are probably different than the people who might want a breeding male.
How to Get More Show Wins For Your Own Farm
Here’s a chance to bring the famous show-winning genetics of Legend's Challenger of KPR in your next crop of babies. Your own prestige will blossom with Challenger’s yearling son, Midnight Skye, who has the superior conformation and ultra fine, true black fleece of his sire.
He’s ready to hit the show circuit and start producing for your farm! Skye’s full sister just sold at such and such a farm for $15,500, but you can add these valuable genetics for only $3,000 today. Call us today and we’ll mail photos and further information!
***********************
Nigerian Dwarf & Lamancha Herd Reduction in SC (boring, absolutely nothing to spark any interest)
We are reducing our goat herd and have several animals up for sale. (Duh, noting interesting about that -- of course you have animals for sale—along with several thousand other people) 3 Lamancha yearlings, 1 purebred, 1 american and 1 grade. Also we 6 Nigerian Dwarf does/doelings have a yearling Nigerian buck and a buckling. (a boring list that is hard to read if readers haven’t given up already, better a bulleted list) All Nigerians and all Lamanchas excluding the grade come with AGS & ADGA registration. (Fact—why does duel registration matter to a buyer?) Some maybe also registered with NDGA already. (Ditto for three way registrations)
Please see our sales page for available animals...www.xxxxxxxxx,com (Entice me to go to the webpage) Group and multple purchase discounts available. (Why would I care?) Will consider trades for hay and/or farm supplies. Please contact to discuss. Thanks for looking! (Almost no one got this far because it’s all about them, not the buyer)
The above ad tells nothing good about any of the animals. Are they culls? Are they show animals? No prices listed, either so I have used some poetic license in the rewrite below.
Our Loss is Your Gain!
Outstanding bargains here because we must clear some space in the barn!
1) Yummy milk and lots of it from these genetics --three Lamancha yearling does
2) Nigerians that can win in the shows and put high butterfat in the pail—6 does
3) Pass on improved Nigerian conformation and udder attachments—buck and buckling
Get more options for showing and for production awards because all these animals are both AGS and ADGA registered, plus some of the Nigerians are NDGA registered, as well.
See the complete pedigrees and production awards on these goats and their relatives at our webpage, or email me for extensive photos.
If you have extra hay or equipment, we may be able to trade! Buy more than one and reap big discounts! Xxxxxxxx.com
Sunday, June 28, 2009
Writing To Inform
The last two blogs have been about writing headlines. The next section for copywriting is the middle “stuff” or writing to inform. It is the body of your marketing message, once you’ve caught their attention.
I hate to be negative but I see a lot of marginal marketing messages out there and the biggest problem with it (after forgetting that it should be about the customer) is too many words. It’s a human thing to be wordy. I do it too. The cure is to first recognize that too many words dilutes your message and makes it harder to read. The second is editing. Editing is not done on the same day as you write. It has to sit and your mind has to un-couple from the effort so you can bring a new perspective to your second (or third) look at it.
Since you now know that you’ll probably put in too many words, when you sit down to edit, begin by looking for words you can take out. Sometimes whole phrases, even sometimes whole sentences. It goes back to the first principle of marketing (yet again). Most of those extra words end up being about your own egos, not about the customer.
Look for redundant words, words that mean the same thing (free gift—all gifts are free so free is redundant.) Look for words that are mushy. Mushy words have so many meanings that they don’t really mean anything. Great is one such word. It has 18 dictionary definitions and in slang it can mean anything from “I loved it,” to a sarcastic, “Boy, I’m annoyed.”
Look for sentences that wander around and don’t get to a point. Notice where you’ve used big words when simpler ones would be better. Also in this category, if you have a choice between a short word and a long word, pick the short one. No jargon.
For you alpaca people, until you’re sure of your audience, call it a baby not a cria and tell them you can board their animals, not 'agist' their animals. Those words are NOT known by most of the people you are trying to reach—they come across as pretentious.
Not only does your writing have to convince and persuade the potential customer (by making it about his hopes and dreams, his frustrations and problems) but it has to do so without making him work hard, boring him, confusing him or annoying him. Keep it at 8th grade level or so.
Your ads and other copywriting need to have plenty of white space. Make the sentences and the paragraphs short. Use indentation, bullets, and other formatting to catch the eye and simplify reading. Just as in the headline, use words that create a picture and show action. NO Passive sentences! “The ribbon was won by Starfire Brilliant” is passive. Passive tense separated the reader from the action and you need to put him in the middle of the action. “Starfire Brilliant knocked their socks off!”
Chapter Eight in Marketing Farm Products is ten pages of copywriting information. Chapter Ten in Growing Your Rural Business is eleven pages of more copywriting information. The third book in my marketing trilogy (Economy Proofing Rural Business) has a section on more copywriting ideas, so I will not repeat more of that here. . . Review those Chapters.
In the next article I will give you at least two real world ads from email lists and go through them sentence by sentence. Sometimes seeing a revision can better show you how to do it than talking about it. Practice is the best way to improve your copywriting.
ps. If you do not yet have the books but are ready to invest in yourself, look at April 11th at the home page for the email group and see how to save yourself some money.
I hate to be negative but I see a lot of marginal marketing messages out there and the biggest problem with it (after forgetting that it should be about the customer) is too many words. It’s a human thing to be wordy. I do it too. The cure is to first recognize that too many words dilutes your message and makes it harder to read. The second is editing. Editing is not done on the same day as you write. It has to sit and your mind has to un-couple from the effort so you can bring a new perspective to your second (or third) look at it.
Since you now know that you’ll probably put in too many words, when you sit down to edit, begin by looking for words you can take out. Sometimes whole phrases, even sometimes whole sentences. It goes back to the first principle of marketing (yet again). Most of those extra words end up being about your own egos, not about the customer.
Look for redundant words, words that mean the same thing (free gift—all gifts are free so free is redundant.) Look for words that are mushy. Mushy words have so many meanings that they don’t really mean anything. Great is one such word. It has 18 dictionary definitions and in slang it can mean anything from “I loved it,” to a sarcastic, “Boy, I’m annoyed.”
Look for sentences that wander around and don’t get to a point. Notice where you’ve used big words when simpler ones would be better. Also in this category, if you have a choice between a short word and a long word, pick the short one. No jargon.
For you alpaca people, until you’re sure of your audience, call it a baby not a cria and tell them you can board their animals, not 'agist' their animals. Those words are NOT known by most of the people you are trying to reach—they come across as pretentious.
Not only does your writing have to convince and persuade the potential customer (by making it about his hopes and dreams, his frustrations and problems) but it has to do so without making him work hard, boring him, confusing him or annoying him. Keep it at 8th grade level or so.
Your ads and other copywriting need to have plenty of white space. Make the sentences and the paragraphs short. Use indentation, bullets, and other formatting to catch the eye and simplify reading. Just as in the headline, use words that create a picture and show action. NO Passive sentences! “The ribbon was won by Starfire Brilliant” is passive. Passive tense separated the reader from the action and you need to put him in the middle of the action. “Starfire Brilliant knocked their socks off!”
Chapter Eight in Marketing Farm Products is ten pages of copywriting information. Chapter Ten in Growing Your Rural Business is eleven pages of more copywriting information. The third book in my marketing trilogy (Economy Proofing Rural Business) has a section on more copywriting ideas, so I will not repeat more of that here. . . Review those Chapters.
In the next article I will give you at least two real world ads from email lists and go through them sentence by sentence. Sometimes seeing a revision can better show you how to do it than talking about it. Practice is the best way to improve your copywriting.
ps. If you do not yet have the books but are ready to invest in yourself, look at April 11th at the home page for the email group and see how to save yourself some money.
Tuesday, June 23, 2009
Suggestions for Writing Headlines
Here are some ideas to keep in mind as you sit down to write a headline. Remember, you’re still talking about the customer’s hopes, dreams, problems, frustrations, wishes, expectations, or vision.
1.) Make it intimate by talking in your own voice. Don’t try to sound like someone else or to sound pompous. Simple language, even slang if that’s your style.
2.) There are some words that are always good in a headline:
You Save Health Yes Announcing
Easy Results Free Discover Secrets
You Why Fast Proven Sale
Money Benefits Now Love New
How Power Solution Safety Guarantee
3.) Use words that have an emotional impact: check this website for lots more http://www.derose.net/steve/resources/emotionwords/ewords.html#Pleasure/Pain
Struggling Frustrating challenging betray Fired
Sexy Blissful Boiling Amused joyful
Festive lively luck merry mirthful
Bankrupt aggressive exuberant unstoppable encouraged
excited excluded forsaken isolated left out
Afraid validated let down adored valued
justified enchanted in the zone avid eager
redeemed earnest ardent audacious reassured
satisfied aroused resolute heroic focused
unshackled hardy
4.) Use action words, verbs that show action, activity, or movement.
Jump Shoot catch gather march shake
Boomerang Climb droop follow pop signal
Walk don’t Run Bounce erupt haunt salute sparkle
Cartwheeling Build fight lasso scoot stretch
Throw Tug wade yell yank zap
5.) Make a promise. “More Blue Ribbons.”
6.) Ask a question “Are your retirement plans betrayed by your 401 K?” Notice use of the emotionally charged word, betrayed, too.
7.) Use “How To.” “How to cure cracked heels”
8.) Create a mental image. “Imagine your perfect ________ farm!” “Picture this in your barn.”
9.) Keep it short. Notice the difference between these two headlines.
"Coke Hits The Spot" or "Coke Tastes Great When You Are Really Thirsty." (Hits the spot is more action oriented than tastes great).
Practice, practice, practice. You will improve if you keep trying.
1.) Make it intimate by talking in your own voice. Don’t try to sound like someone else or to sound pompous. Simple language, even slang if that’s your style.
2.) There are some words that are always good in a headline:
You Save Health Yes Announcing
Easy Results Free Discover Secrets
You Why Fast Proven Sale
Money Benefits Now Love New
How Power Solution Safety Guarantee
3.) Use words that have an emotional impact: check this website for lots more http://www.derose.net/steve/resources/emotionwords/ewords.html#Pleasure/Pain
Struggling Frustrating challenging betray Fired
Sexy Blissful Boiling Amused joyful
Festive lively luck merry mirthful
Bankrupt aggressive exuberant unstoppable encouraged
excited excluded forsaken isolated left out
Afraid validated let down adored valued
justified enchanted in the zone avid eager
redeemed earnest ardent audacious reassured
satisfied aroused resolute heroic focused
unshackled hardy
4.) Use action words, verbs that show action, activity, or movement.
Jump Shoot catch gather march shake
Boomerang Climb droop follow pop signal
Walk don’t Run Bounce erupt haunt salute sparkle
Cartwheeling Build fight lasso scoot stretch
Throw Tug wade yell yank zap
5.) Make a promise. “More Blue Ribbons.”
6.) Ask a question “Are your retirement plans betrayed by your 401 K?” Notice use of the emotionally charged word, betrayed, too.
7.) Use “How To.” “How to cure cracked heels”
8.) Create a mental image. “Imagine your perfect ________ farm!” “Picture this in your barn.”
9.) Keep it short. Notice the difference between these two headlines.
"Coke Hits The Spot" or "Coke Tastes Great When You Are Really Thirsty." (Hits the spot is more action oriented than tastes great).
Practice, practice, practice. You will improve if you keep trying.
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