Sunday, March 11, 2007
Copywriting for Branding Strategy
If you live in certain parts of the world, you probably have a box of Arm & Hammer baking soda in your home. You probably grew up with the familiar orange box and you take it for granted. When I taught Marketing 101, we would spend entire classes discussing Arm & Hammer baking soda as an example of a long, long product life cycle. It’s no accident. The company keeps finding new ways for customers to use the product: keep refrigerator fresh, put out fires, brush teeth, add to cat box…and a whole lot more. Your service needs longer life, too. How many creative ways can we benefit from your service? For example, copywriting can be used to create sales letters and websites. But copywriting also
…and a whole lot more. A logo design can be used on a business card…and also on letterhead, newsletter, decal for car window, flyers and… Party entertainment can add value to bachelorette parties, birthdays, reunions, picnics, business retreats, training exercises and… Tip: Ask your clients how they’ve used services like yours. Then ask the same clients, “What are your 3 greatest challenges -- in any part of your business (or life, if it fits)?” See if a few creative tweaks -- to the service or the service’s advertising – will deliver genuine value to these clients. |
Labels: branding, copywriter, customer service, internet marketing, life cycle
# posted by Cathy Goodwin @ 6:05 PM 
