Local advertisers: stop writing we-wee and start getting a decent ROI

Just over three years ago we published about the we-weeing problem in marketing material, and much as most pro writers like me bang on about it, it’s still raging away.

Local advertisers we-weeing on their customers HTWB

This historic little guy, Manneken Pis, has been we-weeing on people in Brussels, Belgium for 400 years. Fortunately this is good, for his business.

The reason why I am throwing the toys out of my pram this time is because I feel sorry for the ever-constant stream of local magazines that set up in all good faith, sell advertising space to local businesses, and go out of business themselves within a couple of years.

Why? Here’s my theory and it’s not their fault … it’s the fault of the we-wee local advertisers who, because they we-wee, don’t get the results they should from their advertising and so eventually abandon the local magazines as not cost-effective. Naughty, naughty and frankly, bloody ignorant.

Local advertisers: stop writing about how wonderful you are

(NB: After my rant, you’ll find 10 Tips on how to do it right, below!) [Read more…]

Writing about yourself? You are the BRAND, baby

Probably the most important thing the internet and particularly social media have done is to turn marketers’ perception of us from that of basic, dim-witted consumers … to that of intelligent, questioning buyers who just aren’t going to be fooled by hard-sell bullsh*t any more.

Writing about yourself? You are the BRAND, baby

When you write about yourself for business you have got to look upon yourself not as the person, but as the brand your work represents.

In fact what we have seen is a massive paradigm shift from the days when writing about yourself was about selling yourself and your stuff to people in one-way communication…

…to a time now when you get involved with your marketplace, get to know the people, and then help them to buy.

And that’s whether you want them to buy your product, your services, or even you – yourself.

[Read more…]

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