You can use customer reviews, user-generated content , testimonials, and social media comments as source material to understand the words used, tone of voice, and common subjects mentioned about your topic.
Keyword research tools can also allow you to understand how much people talk about each sub-topic. When forming your content, you will want to emphasize things that other people emphasize and take your own stance.
Regardless of how radical your perspective is, you can resonate with your audience if you use their words, analogies, and tone. Support calls, emails, and questions customers asked in the past can make a great starting point to understand your audience. Personas are like stand-ins for real people, with all of the same attributes of a real person. Do you want to use a persuasive framework? Add in examples of quotes, reviews, tone of voice, marketing tips, analogies or specific words used, and keywords.
Then, fill in the questions you want to cover. A persuasive framework is a type of content that convinces people by presenting information to them in a particular way.
The pain points that customers often have which should resonate with your audience are presented first. Then, you present even more reasons why those pain points hurt. If you want to stand out a bit you can use some other writing frameworks, such as AIDA or attention-interest-desire-action.
But, the ones we are attracted to feel custom and intentional… not like a template forced to do what we want to do. It needs to be refined with some flair but not gimmicky. Our current platform is flexible but not very easy to use.
Stakeholder Education—Who makes up this stakeholder group? Or are there multiple stakeholder groups needing targeted education?
Our strategic plan is primarily focused on supporting sector nonprofits for the next years. It is through them we hope to build alignment with the brand as early as possible.
Do you anticipate any community engagement or engagement from the local creative sector in the project process? As much as is needed to support your creative process, however, there has been extensive engagement in the formation of the strategic plan.
That said, stakeholders have not yet had a chance to voice their opinion on the final draft plan. We hope to do some sort of feedback period in October. A survey might be useful for naming and to test some brand concepts. We are happy to help distribute those.
The board appointed committee supporting this project will reflect diverse stakeholders. Are you accepting proposals from firms that do not have offices in the US? We did not specifically limit proposals to U. It is a formal review process, but there is a fair amount of latitude in our review criteria. There is a lot of variability in the front-end of the schedule, depending upon whether a new name is selected for the Flagstaff Arts Council.
Any advice on how best to describe this variability to your assessment team? Would you prefer to see multiple scenarios or longest-possible scenario when we talk schedules? The consultant may consider showing the naming review as a variable phase which then affects the earliest and latest projected completion date. The consultant may also consider stating how the budget might change if the schedule was more compressed.
Could you clarify your web content expectations? After all, the architecture of the website is likely going to be fairly different than how it currently is. That said, we are open to reviewing add-on services for copywriting, etc.
On our current website it would be news and the arts council sections. On a new website it will be how do we build new immersive sections that enhance our existing content that communicate the messages the RFP seeks to promote. In the RFP you discuss wanting to offer ticketing and in the supplemental information you discuss that ticketing would be a nice to have. Do you want to move away from the Arts People solution? If so, what is not meeting your needs? Arts People is an affordable ticketing platform that for the most part meets the needs of ticketing at Coconino Center for the Arts.
It is not tremendously flexible and its user interface for donations and memberships especially is clunky. It is also functioning as our CRM and does not track donor engagement, notes, tasks, meetings, soft credits, households, or complex seasonal contact information well. It is possible to keep Arts People for assigned seat ticketing, but eventually, we are needing to move away from it as a CRM for better donor management. Do you see this as offering other language options on the pages and when the user chooses their language Google translates the page live?
Or do you see this as implementing Google Translate on the backend to create alternate language options? We are not that familiar with translating technology but like the idea of making our site more accessible. We are open to ideas. If this is a complicated plugin to implement and budget is an issue, it can also be phased. We do use FB ads somewhat regularly for concerts and other events. We have not made use of Google Adwords however like taking advantage of the Google Ad grant to help boost the visibility of our content.
Down the road, we see ourselves as marketers for the sector so have this in mind for future use cases. Integrated image editing is also listed. What kind of editing would you like available? We have users of all abilities managing the back end of our website. Our most common needs are resizing and cropping.
More functionality is nice to have. Your site is currently hosted on SiteGround, is staying with this host a requirement, preferred, are you open to change, or do you desire to move to a new host? Our current host is relatively inexpensive however we have run into issues of running out of CPU time in a given month as well as out of space. We are open to change. We specialize in accessibility and usually recommend implementing WCAG 2. Do you have any additional accessibility needs or specific concerns?
Thank you for bringing this up. We are unfamiliar with web accessibility standards. When you have written your headline, you have spent eighty cents out of your dollar.
Continually hone your headline writing skills to lift your blog posts and sales letters to the next level. People read too fast to figure out what you are trying to say. Simple headlines are better.
Always remember that on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest of the piece. What we do in our day-to-day lives might occasionally seem mundane, but every day we have the opportunity to make a difference. To teach, to stimulate conversation, to persuade. So aim high. How can I think bigger? Beth Hayden is a copywriter, content writer, and content marketing expert. She helps businesses with copywriting projects like sales pages and email sequences, as well as high-quality ghostwritten content for their websites.
Find out more at BethHayden. Thank you so much for this Beth! What a wonderful post, filled with time-tested brilliance that both informs and inspires. And that one too! It says it all. Aim out of the ball park. David Ogilvy was the Seth Godin of his time. It is the best advertising company in the world and it was the most creative and unusual place I ever worked.
I should have stayed longer. Wow, Keith! I would absolutely love to know more about what it was like to work there! Have you written about it on your blog or anywhere else? Thanks for commenting! My stint there was awesome but earlier. Great insights Beth!
We need to inform our conscious so our subconscious can be unleashed to communicate effectively. Innovation and intelligence is key! These are wonderful quotes. As I always thought, Ogilvy had a common sense approach to marketing which transformed selling a message into an artform.
I try to carry this over into the digital realm, not always easy but I enjoy the process. I loved the quote about writing because content is usually written for the masses. The quote from David is a great reminder to write content for an individual. After all, we are individuals. But, we collectively read content too. One of my marketing heroes is Madonna. Plus, younger pop stars have copied or piggybacked on her success.
Madge knows how to market and could teach a sales and marketing course. Thank you for bringing this to light for me! I immediately ordered a copy of Ogilvy On Advertising. Thanks for the great post! I loved the quote about not bunting. I think that is true for so many different things in our lives, not just writing copy. I will go check out Oglivy for sure now. That means the firms behind it - "the architects of desire" for millions of people - "have a really important role to play in helping us get to zero carbon emissions", she emphasised.
Subscribe for our daily curated newsletter to receive the latest exclusive Reuters coverage delivered to your inbox. Ad firms seen behind greenwashing and excessive consumption New emissions metric for advertising industry could drive change Switch to pushing green products fits with changing demand.
Reporting by Laurie Goering lauriegoering; editing by Megan Rowling. More from Reuters. Sign up for our newsletter Subscribe for our daily curated newsletter to receive the latest exclusive Reuters coverage delivered to your inbox.
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