Mastering Marketing

For All Your Marketing Needs & Requirements

I bet you’ve heard these common phrases a million times, on TV & radio ads, on websites and in print:

‘We’ve got all the products for all your electrical needs…’

‘We’re your one-stop-shop for all your hardware requirements…’

‘Our friendly staff are here to help…’

Feeling sleepy yet? I sure am.

Here in the Copywriting Department we have a self-imposed ban on clichéd phrases like needs, requirements, one-stop-shop, and ‘friendly’ staff.

Cut back on the waffle.

Cut back on the waffle.

Why? Well to start with; what does ‘all your electrical needs’ really mean? Does your life depend on that new iPod or television… probably not, although the members of Generation Y may feel differently. And ‘friendly’ staff; the fact that your staff are nice people who will treat customers with respect shouldn’t be a drawing card, it should be a given!

When you’ve heard something a million times before, you just switch off. When we’re writing an On Hold production we try to be as succinct, effective, ear-catching and original as possible. Words like ‘needs’ and ‘requirements’ don’t grab people’s attention. They turn people off. You only have a few moments to impress your callers, so don’t waste your time with meaningless drivel like “for all your insurance/financial/shopping needs”.

These clichéd phrases don’t grab people’s attention because we hear them so often we’ve conditioned ourselves to stop listening. Like when you hear ‘Thank you for holding, your call is important to us’; it doesn’t really grab your attention does it? You know in your heart of hearts that it’s an empty sentiment. If you avoid these clichés, you dramatically increase the odds that people will listen, and then act.

This time can be put to better use.

Instead of writing:

“For all your insurance needs…”

Why not focus on a benefit:

“For award winning insurance and the expert advice that comes from decades of experience…”

By reducing the amount of empty jargon on your On Hold you can increase the amount of time spent talking about the real benefits you offer your customers.

What if a restaurant ran with the slogan:

‘for all your nutritional support needs’?

That doesn’t sound very appetising. Don’t just tell your callers what you do; tell them why & how you do it better than everyone else:

‘Using only the freshest ingredients and inventive recipes we guarantee your dining experience with us will really satisfy.’

So get in touch with us and put the Copywriting Department to the test. We can ensure your On Hold production focuses on what makes your business better than your competitors… and keep your callers listening to boot!

P.S. If you’re after more copywriting tips, watch this Copywriting for Results Mastering Marketing video.

– Emily

Judging a Book by its Cover

In Mastering Marketing Episode 40 – Packaging for Impact, Kym talks about how companies rely on packaging to sell a product, and this Brazilian Burger Chain really takes that idea to the next level.  Their burgers are wrapped in edible paper, so customers don’t even have to unwrap their meal before they bite into it. With edible wrapping they’re telling customers that our burgers are too good to wait for – just take a bite!

Suitcase

The burger company makes the packaging a part of the dining experience, and gets a few laughs too.  You don’t have to look far to find other examples of packaging that puts a smile on a customer’s face. Vitamin Water use funny conversational descriptions of what their vitamins will do for you and this company made milk cartons into water bottles with the slogan – Boxed Water is Better.

At Messages On Hold, we try to make our customers smile at every opportunity.  This strategy extends from our emails and website banners right through to how we package our equipment. To the right is a snap of how our equipment is packaged. Our design team came up with the idea of a vintage suitcase – complete with bumper stickers from its travels!  We also include a sticker inside the box with a photo of the Operations Team to show who packed the equipment, which gives it a more personal feel.

Not all packaging has to make you laugh out loud. But a little bit of ingenuity can turn something as simple as opening a package into an experience that leaves a smile on your client’s face.

– Lachy

Mastering Marketing In Under 2 Minutes

Okay, you may not be able to master marketing in under two minutes but with my new online video series, you can master it week by week, little by little.

In Mastering Marketing I put the spotlight on the tactics successful businesses and entrepreneurs use every day to out-market, out-sell and out-perform their competitors. Each bite-sized Mastering Marketing episode runs for about 90 seconds, and tackles something topical relating to sales, marketing or customer service.

To find out more point your browser to www.MasteringMarketing.com.au or click hereEpisode 1: Perfect Marketing and Episode 2: Marketing In A Downturn are available to view right now. To receive notification of each new episode as soon as it becomes available, click the register button and submit your details.

– Kym

Save The Date!

Ever wonder what happens when you give a one-man-marketing-machine a camera and some editing software? The answer is Kym Illman’s Mastering Marketing online videos!

This short video series Kym will focus on emerging trends for new ideas, dissect clever and innovative marketing strategies and offer you hints & tips that you can implement in your business right away. The first of this video series will be uploaded soon so check back here next Friday to find out more.