Don’t Copy The Mega-Marketers

SBOs (Small Business Owners) are unduly influenced by Mega-Marketers like Proctor and Gamble, Coca-Cola, GEICO and McDonald’s.  They read about them in books, magazines and blogs.  They study their advertisements and try to emulate them (“We should do something like that.”).  And they cause themselves untold grief.

These behemoths of marketing use a formula that, if copied by the average SBO can bring financial ruin.  Their formula is this:  Creativity + Repetition = Awareness.  Boiled down to its essence it says this, “To create Brand Awareness


1. “Grab attention using the most creative, unexpected and provocative images, statements and characters in your advertising
2. Repeat, repeat, and repeat!

When small businesses try to copy that formula they fail because they don’t have the money to carry it out.  C+R=A relies on putting your message in front of your prospect as many times and in as many places as you can.  They can afford the production costs, airtime, and mailing costs.  P&G will spend upwards of $1 Billion and six months to introduce a brand.

If you don’t have their budget, don’t copy their methods.

More Marketing Tips

As a long-time marketing consultant in Arizona, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to and follow me on Twitter @MA_TWIZDOMS



To Sound Like An Expert – Hire One!

Harry Beckwith, award winning marketing author and speaker, has it right. “If you want to sound like an expert – hire one!”  This is true not only for high-profile CEOs but also for forward-thinking SBOs (Small Business Owners).

Whenever you put yourself or your company out to the public, via websites, brochures, advertisements, sales calls, networking events, etc., you want to put your best foot forward.  And that foot is your Unique Branding Message.


Too often, SBOs decide that since they’re experts in their particular business, they are equally as expert in creating the messages that make prospects and customers sit up, take notice and listen.

Unfortunately, this is far from the truth.

If you’re an SBO and want to market your business successfully, do what CEOs do – hire a professional copywriting service to craft and articulate your Unique Message – and then communicate that message every chance you get.

It costs less than you might think and will return dividends for years.

More Marketing Tips

As a long-time copywriter, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to

Contact me, the marketing consultant in Arizona for Valuable tips.

Better Writing = Better Results

Your unique Branding Message is the heart of your marketing. When the message is right everything works better and every dollar spent on marketing is more productive. To maximize your chance of success – put first things first.

I am a copywriter and brand strategist.

The central premise I work under is simple: “Better writing brings better results.”

Whatever tactics you currently employ to deliver your message and drive business: Websites, SEO, Pay-Per-Click, Telemarketing, Social Media, Content marketing, Inbound marketing, Outbound marketing, Digital, Brochures, Post cards, E-mail, New marketing, Traditional marketing, Radio, TV, Signage, Videos – even Networking…

artof copywriting

None of these can work if your branding message is trite, predictable and uninspiring.

 Money vs Message

 We know, through various studies, that your message is the most important element of your marketing plan.  More important than the media used to convey it to your prospects. And more important than how much money you spend on marketing and advertising. Yet, for too many entrepreneurs and small business owners, the branding message is often given short shrift as they strive for calls, traffic, hits, likes, follows, etc.

One such study, from the prestigious Wharton School of Business at the University of Pennsylvania set out to establish an answer to the question, “Which is more predictive of success in marketing and advertising – money or message?” The final 2500 page report came to three basic conclusions:

  • There is no direct correlation between dollars invested and results gained.
  • Results are inextricably linked to the message.
  • Results increase with repetition.

 Craft Your Message BEFORE Deciding On The Delivery Method

 If your goal is to boost sales, do yourself a favor – spend your time and maybe some money creating as picture-perfect a brandingstrategy and message as you can. And do this before you make any decisions – or spend one thin dime – on how you deliver that message to your prospects.

An excellent message will interrupt, engage, educate, and move more people to act than a mediocre message. The result? Increased revenues, decreased cost per lead and higher conversion rates. Here, a branding strategy consultant is often an investment that can pay off handsomely down the line.

One of my heroes, Rosser Reeves, chairman of Ted Bates International and copywriting legend, once created a branding message for Rolaids. He wrote, “How do you spell relief? R-O-L-A-I-D-S!” Sound familiar? Rolaids has been using this same message for over 70 years. Was hiring Mr. Reeves a great investment for Rolaids? You better believe it.

 FiveReasons To Focus On Your Message First


  1. A unique and superior branding message is the heart of your marketing. It can make you or break you. No amount of advertising or social media hype can help sell a lousy message.
  2. The message is central to all your marketing efforts.
  3. Well-crafted messaging increases readership and boosts click-through and conversion rates.
  4. It is far less costly to develop superior branding and messaging strategies and tools than it is to deliver that message.In my experience, only about 5% of a five year marketing budget goes to message creation and copywriting.
  5. A well-crafted, successful branding message can be used for many, many years.

Now start thinking about what sets you apart from your competition, what benefits your customer values most and how to get it across to others in a short, easy-to-remember way. If you need help, an experienced, professional copywriting servicecan increase your business far in excess of the fees charged. My advice – find a copywriter you can relate to and whose expertise you can rely on. And then…take your business to the next level – and beyond.

Nine Common Reasons Your Marketing Fails

Your marketing isn’t working; the sales curve is headed down. It weighs heavily on you. You are an entrepreneur. For you it’s personal. Your first thought is, “Let’s fix it!” But how? If you don’t know what’s wrong – and you probably don’t, what will you try to fix?

branding strategy

Here’s a list of the nine most common reasons why your marketing (ads, brochures, websites, etc) fail to maximize your sales potential.Some are huge and require a major re-tooling of your message. Others are minor and require only slight adjustments in phrasing or design to achieve more selling power.

  1. The website or ad (the marketing “piece”) does not attract the right people and may even confuse or anger actual prospects

You have only a few seconds to attract your prospect’s attention…make sure you don’t waste it on irrelevant words or images.

  1. The piece does not promise the benefits buyers want – or fails to promise benefits at all

Every one of us listens to the same radio station in our head…WII-FM – (“What’s in it for me?) If you don’t answer what’s in it for your prospect quickly and meaningfully, you will not keep their interest and they’ll go somewhere else.

  1. The piece fails to differentiate you from your competitors in any meaningful way

Why should prospects pass your biggest competitors and buy from you if they can’t see a real difference between you and them? If they don’t see a difference, the only measure they can judge you on is PRICE. Don’t be forced to compete only on price; it’s a losing proposition.

  1. Your message is not benefit-oriented, short and memorable

In our over-communicated society people are exposed to thousands of marketing messages each and every day. You stand a much better chance of being remembered with a short and powerful branding statement.

  1. Your Unique Branding Message,print fonts, colors and style is not consistent throughout all your marketing pieces

Without a consistent, compelling message, your marketing will not work!

  1. The piece uses tired, worn phrases that people do not believe
  • “We go the extra mile for you”
  • “Professional!”
  • “Residential and Commercial”
  • “We treat you like family”
  • “The best customer service in town”
  • “In business since 735 BC”

All of these say precisely… nothing! If your marketing stoops to this level, find a good branding strategy consultant or professional copywriting service to help. Fast!

  1. The piece ignores 94% of your prospects

Studies have shown only about 6% of readers (“Now Buyers”) have made the decision to buy. The other 94% (“Future Buyers”) are in the information-gathering stage. Most marketing has offers aimed only at Now Buyers. They forget about the Future Buyers. Offers like a report, buyer’s guide or other valuable information will interest them and be welcome.

  1. The piece is clumsily written obscuring your message and placing unnecessary obstacles in front of the reader

 Copywriters have a saying: “Bad writing leads to bad results!”It especially applies to your website. Get help if you need it.

  1. The layout of the piece gets in the way of your message.

An overly creative, artsy, edgy or just plain confusing layout creates a huge obstacle to getting your message read and understood. So be very wary of the designer, graphics artist or videographer who is more intent with impressing you and others with their creative skill than in selling your product.

OK, that’s nine. Now that you know what to look for in your marketing pieces, you will be more able to spot – and fix – those shortcomings that keep your marketing communications from being as successful as they should be.