BlackBird Copywriting

Dear Fellow Dream Builder;

I’m watching the Oscars tonight. I confess to enjoying them. Being a creative thinker and deep down an artist, I’m inspired to see what are really just dreams come to fruition and more than that get recognized. I’ve written a few novels and I understand the sacrifice and work that goes into producing any art. Let alone great art.

And I’d like to suggest that running a great and profitable business is much like creating art. As is the marketing that should go along with it.

Art is nothing more than giving expression to your creativity. Some of the most creative folks out there are business owners. Entrepreneurs trying to provide a needed service or a product they know will fill an identified void.

But just as with art, marketing and business come along in all shades of effectiveness. There is art that moves us and inspires us to greatness. Marketing should do the same. So why I’m I talking about Oscar winning marketing? Many of you will suggest that the Oscars have nothing to do with marketing, or perhaps that they don’t always go to the most worthy film/actor/director etc.

And you’d be right. But I’m writing to you tonight as I’m watching the Oscars and they got me to thinking about marketing. I’ll show you how they go together. How you can use the Oscars to make better marketing and to have greater successes for your business more often.

Firstly I’d ask you to think of your business and your marketing efforts as art. Put effort into and take pride in what you are putting out there. Make it the best you can be. I’d start with integrity. Art is or at least the best art has integrity. So should your business. Be guided by goodness and honour and honesty.

Secondly, art is made not so much for the awards as it is to speak to the human condition. Your marketing, your business should do the same. I’d argue that there isn’t a decent film out there that was made firstly in the hopes of winning an Oscar. Make sure your business and your marketing are not about the awards. And those awards are likely advertising awards or increased sales. As unintuitive as this may sound, run your business and marketing guided first by how you can be of service to your clients. This is your marketing as art speaking to the human condition. Address your customers needs and you will be honoured and rewarded by awards and sales and success.

Lastly, art is fun. If you aren’t having fun in your business and marketing, you’re doing it wrong. I’m pretty sure Steve Jobs has fun at work and his marketing tells that story too. So have fun with your work, your marketing, it is your art. Make it passionate and fun.

Seeing YOUR big picture,

Jason

Dear Fellow Dream Builder;

Calgary marketing for small business can be a little different than what you are used to. Small businesses are not necessarily looking for the same outcomes as large businesses or conglomerates. With this in mind, I’ve decided to share some strategies that small businesses can use to grow and prosper. Especially in these difficult times.

The suggestion today for small business marketing is Twitter. There are some great opportunities to reach your audience and customers through the social media of Twitter. Now not all small business owners will benefit from Twitter so I’ll try and make some suggestions as to the kinds of businesses that will be able to make the most of a Twitter profile.

Twitter is a social media platform used to update your followers about any important happenings going on in your business. It’s also a great way to keep the conversation going on between you and your customers. One of the best tips I can offer is to not make your tweets all about sales offers. You need to engage your customers with lots of great and valuable information. But also more than that, it’s important to allow your customers to get a flavour for your personality. So many small business owners think that by being professional and stiff that they are doing their business a service. This couldn’t be further from the truth. Your customers are eager and hungry to know you in a real and intimate way. You won’t please everyone, but you don’t need to. And you don’t need to be worried about that. Your customers will love you more, be more loyal and devoted if you build that intimate relationship with them.

As far as your tweets. Make sure that you are tweeting quality more often than quantity. Twitter is an immediate/live social platform. So use it with that in mind. A great example is if you have any type of service business. For a Calgary marketing small business example, let’s say you own a local coffee shop. Offer a tweet late in the afternoon for a free coffee with a pastry purchase that is good for the following day only. Maybe you are a auto service shop. How about a 10% coupon valid on any oil service within the next week. These are more successful the more followers you have. But it is more important to have interested followers rather than a large disinterested audience.

Hope this helps. If you’d like more information on making Twitter work for your business, give me a call 403 836 2640 or contact me.

Seeing YOUR big picture,

Jason

Dear Fellow Dream Builder;

In the left corner we have the heavyweight champion of the world. The 800lb gorilla called “A-D-V-E-R-T-I-S-I-N-G”. In the right corner we have lithe and nimble, 150lb soaking wet “M-A-R-K-E-T-I-N-G”.

And here’s where the story gets interesting. The David known as marketing is going to kick Goliath known as Advertising’s butt. I’m going to tell you why exactly that is. I see this way too often in my clients, they get bamboozled by fast talking ad execs and other advertising salespeople. How do I know? Well besides the fact that they tell me, I can see it in their marketing which really is just advertising.

Now, I don’t necessarily have anything wrong with advertising per se. But leave it to the big boys. Those who can spend millions just on some cute jingle or brand awareness campaign, and those who don’t care about testing or tracking.

But for small business owners like yourselves, confusing advertising with marketing is going to be the kiss of death to your business. Let me explain.

Advertising is money spent on putting your name out there with no consideration about your customer or what they might like. Furthermore, advertising is very often not tracked. Sure, Superbowl ads might look flashy, but are they trackable? And if they aren’t who can say whether they are effective.

Marketing on the other hand is reaching out to your customers with information they want and need. It also requires tracking and testing in order to find the best message or offer. Think about it from a personal point of view. Which of the following scenarios is likely to get your attention but further than that, get you to buy.

a) A plumbing company who leaves a door hanger on your front door, which is flashy, has lots of images and talks all about how great that plumbing company is. Or,

b) A plumbing company who leaves a door hanger with a neat picture of a smiling plumber in a clean uniform. The rest of the hanger gives you 5 tips on how to check for leaks yourself and then they mention that they were just servicing a neighbour and would love to offer you a free inspection with no strings attached if you call now.

This is based on a real example. And you likely know which plumbing company had the most success. It’s b.

All of your marketing (and I’m using that term now) is about building a deeper relationship with your customer so that will be with you longer and spend more money. You do this through conversation. You do this through thinking about what is in the best interest of your customer. You do this by seeking first to be of service. It is then that you will receive the business bounty you desire.

Seeing YOUR big picture,

Jason