As longtime readers of my books, blog and posts here in iMedia will tell you, I’m not exactly bullish on mobile advertising.
At least not in its current model, which mostly takes the conventions from another medium (ad banners on the old-school Internet) and plops them into our used-to-be-shrinking-now-ever-expanding mobile phone screens.
Let me explain.
In 2005, it was clear to me that mobile advertising would have to be a game changer. But not just because it’s mobile, or the fact that you can target based on things like location.
As I wrote back then in my first book, BRANDING UNBOUND, the web banner-based ad model for mobile was something that had to be tried, and continues onto this day – if not for anything else than it’s a familiar framework, and it’s easy for agency folks to explain to clients.
Indeed, most marketers still don’t have a clue about mobile marketing. Just think of how the industry (and financial markets) herald Facebook’s success in mobile advertising.
I find it intriguing. I have yet to see a Facebook banner ad that a.) I’ve clicked on, and b.) is anything different than the way I’d experience that same ad on the old school Internet.
Just because an ad... Read more
Direct or measurable marketing is copy-driven. Way too many marketers change up a package or banner ad or landing page/website design first. Instead, they would be better served to tweak their copy. It will provide a bigger bang for the dollars spent, as these changes more often than not lead to sustainable ROI growth.
From my experience, here is a 10 item check list of questions to consider when you do your next copy rewrite:
1.) Is Simpler better? Your copy should have 80% or more words that are five letters long or less. Smaller words make you, the marketer, appear smarter. If you have a complex product or service, you will be better served by simplifying your marketing prose.
2.) What grade-level should you write to? A 6th grade level seems to be the level from most campaigns I have done. This will force you to make your material easier to understand, but not so basic you offend people.
3.) How long should your sentences be? 15-20 words on average is optimal. However, I prefer to start with a quick 10 word or less sentence, focusing on a single benefit, whenever possible. One that captures the reader and makes them want to... Read more