When it comes to your marketing, what exactly is your goal? Is it to look cool in the eyes of the world? Or is it to turn those who need your product or service from prospects into buyers?
Legendary copywriter Bob Bly states in his book “The Copywriter’s Handbook” that marketing is not meant to be liked, to entertain, or to win awards for an agency. Instead, you should invest your marketing budget on ways to increase sales.
However, many marketers fall into the trap of “trying new stuff” to separate themselves from the competition. That trap leads them into spending tons of money in production that makes their brand look friendly or cool (which is fine). The problem is, these moves typically make them little to no money (which is fine too, if that’s your goal).
The reason for that is, people are not looking to buy from the “friendly and cool.” People are looking to buy from those who solve their problems.[Read more…]