Copywriting brief – here is a checklist

By Nigel TempleNo Comments
If you want to improve the quality of your 'marketing words', a  written copywriting brief will clarify your thinking. It will help you to produce better results – whether you are doing the writing or whether someone else is. Within the brief: *  State your objectives clearly. *  What business challenge will the writing solve? *  What are we selling? *  What does the product / service do? *  What is the identity of the product / service? *  How does it work? *  Key features? *  What are the benefits? (Create a Benefits List). *  How is our product / service better than the competition? *  What market segment are we communicating with? *  Describe a typical member of the market segment. *  What needs do they have (which we can help them with)? *  What are our key messages – for this segment? *  What else can we talk about? *  What proof can we offer? (Testimonials; research; statistics; surveys). *  How will we include our contact details? *   What sort of call to action will...
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Marketing video tips 4 – appearance and locations

By David StrelitzNo Comments
We are now ready to shoot our video, so in this 4th part of the marketing Video Tips let’s look at appearance and locations. Appearance. If you are appearing in front of the camera, even if you are just doing a testimonial for another business, do think about your dress attire. From a technical viewpoint, do not wear check or polka dot shirts / blouses etc as the camera will produce moiré patterns. Appropriate clothing will vary depending on the content, trade, profession and just like going to meetings you can never get it totally right. Clean and smart, is mandatory, even if you are a car mechanic! From an aesthetic viewpoint, dare I say ...and I will anyway – hairy chests, ample cleavages and tattoos should not appear within a business orientated video, so keep them covered up...unless of course you are a hairy cleavage tattooist then I suppose it may be the way ahead! I have to just mention make-up. The...
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Using stories in marketing

By Nigel TempleNo Comments
People love stories - are you using them in your marketing? Story telling makes it much easier to remember information. Think of the stories you heard as a child: can you remember any of them now? Here are some ideas for you. Tell the business founder's story (adversity overcome). Tell stories about the brand (creative thinking personified). Write customer case studies (problem - search for a solution - finding your product / service - benefits derived - what has changed - next steps). Run a story ideas brainstorming session. Write story ideas up on a whiteboard. Ask customers for their stories. Bring your stories to life with a storyline, characterisation, dialogue and images. By the way, if you read quality fiction, the way the author uses these devices will jump out of the page at you (which reminds me, are you reading any good books at the moment?) I trained for three years as a professional copywriter. We were living in Bromley, in...
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Marketing video tips – 3

By David Strelitz3 Comments
In this third part of a series of marketing video tips, let’s 'focus' on content and staying legal. Content can be your footage or still images, (professionally shot footage or images), library footage or images, (purchased, usually online from a stock library) or simply graphics and text. This maybe supplemented with some music and a voiceover. First off: stay legal. There are plenty of stock libraries to buy still images and video that you may need, i.e Shutterstock. You try before you buy with a watermarked version and then replace with a purchased high quality version when you are ready. 'Borrow' them from Google Images at your peril! Music licensing is a minefield of confusion best described as a total mess! You cannot simply use copyrighted music (except specific library music) legally without hideous expense not to mention dealing with MCPS and PRS. So NO, you cannot use anything you just fancy without at best risking your video being taken down from YouTube, Vimeo etc...
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Experiential marketing: the integrated approach

By The Events StructureNo Comments
Since the explosion of digital marketing, a universe of new possibilities have become available to 21st century businesses. The rise of innumerable new communication channels mean that getting the word out about your product or service has never been easier - and any company failing to utilise the array of new and innovative marketing tools at their disposable is quite simply missing out on new business. The marketing revolution is on the horizon and the future is in experiential marketing. The ‘Experience’ Factor Event marketing is by no means a new concept, but it’s certainly one that’s experienced a metamorphosis since the digital boom. The detached and impersonal practices associated with old-school marketing lack the engagement aspect of live events - where prospective customers and clients can get to know your brand and your product up close and personal. Live demonstrations, seminars and face-to-face networking are just some of experiential marketing’s many assets, bringing new and valuable dimensions to your marketing efforts. Traditional...
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Marketing video tips – script and presentation – Part 2

By David StrelitzNo Comments
Here is the second part of a series of marketing video tips, which deals with script and presentation. Whether this is a simple presentation to camera, or a full blown corporate video – don’t rely on what was on a brochure or flyer. It may be too wordy and may well be boring when spoken on camera or as a voiceover. Make it more conversational without being too informal, in order to engage with your viewer. Expand the ideas from the bullet points (mentioned in business video tips part 1) until you have something resembling a script and then refine it. Less is often more. On very rare occasions, I have made promos with no voiceover at all but only where the pictures are so powerful that they tell the story, reinforced by short informative captions. However that is not the norm. When you write the script, don’t forget to include a “call to action” at the end. As a minimum,...
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Marketing video tips – Part 1

By David StrelitzNo Comments
I was asked to put some marketing video tips together for The Marketing Compass. Requirements could range from a first web presence to updating or creating a corporate video, so with that in mind, here are the first two areas for consideration. Just because you shoot a mean holiday video doesn’t mean it is right for your business. It is your company’s image you are promoting. Get it wrong and it may damage, not enhance, your business. Check out what a professional will do with a wealth of experience and kit. I’m not a fan of testimonials shot on a phone in glorious “wobblevision”. If you must do them, be mindful of eye lines. Eyes should be in the top third of the screen. (If in doubt, look at any TV news presenter). There are some amazing “Phone video’s” on the web, but usually they are shot by experienced pros, sometimes with ancillary equipment and lots of experience. Self made...
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Ideas for a wedding

By Christine Thompson-WellsNo Comments
I would like to introduce myself. I’m Christine, Director of the publishing company, Planet Press. At Planet Press, we specialise in publishing digital publications. Our publications include both magazines and ‘How To’ books. I would like to introduce you to our quarterly e-magazine: Ideas For A Wedding. We are passionate about the articles and information we publish. We only publish new, researched and informative information with vibrant images for brides and members of the bridal party. Our information comes from around the world. The magazine is available on android and e-devices. If you or your company is connected to, or involved with weddings and with: * Health & Wellbeing * Makeup & Nail Beauty * Hair & Skin Beauty * Pedicure & Manicure * Hospitality & Or Venue Hire * Fashion & Designer Fashion of Bridal Gowns, Bridesmaids Gowns or Fashions for the Bridal Party * Celebrants * Flowers or Florists * Bridal Shoes or Footwear * Bridal Jewellery or Gems * Wedding Cakes or Cake Decoration * Bridal Transport * Party Hire: Marquees, Props, Tables,...
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Local PR tips and ideas

By Karin RidgersNo Comments
Why not pick up the phone and call your local papers?  You will be surprised that not many people do this now – it’s all email! Why not ask them to lunch (and treat them to it) or for a coffee and chat about what they would like in a news story or feature.  Building good relationships with local newspapers, magazines and radio stations pays off in many ways. For example,  several journalists that I knew locally are now in the national media. In addition, it is not unusual for the national press to pick up local stories. The first step is to have your local newspaper delivered, so that you never miss an issue. Make a note of which journalists write stories which are relevant to you, i.e. do they have a Business Editor? Start listening to your local radio station (search on the internet for them).  Study their websites.  Send them a brief, friendly, introductory email about yourself and your...
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YouTube meta data and SEO

By David StrelitzNo Comments
It wasn’t so long ago that what was known as 'web video' tended to be simple graphics messages, or single person presentations to camera with or without some extra enhancements. The image size you saw was quite small, by today's standards. However, the advent of higher speed broadband and sophisticated servers, that allow more data to be delivered to our devices, means that today nothing is off limits, with even Hollywood movies being delivered on the web. At one time, YouTube was only for Skateboarding Cats - but now household name companies not only use YouTube for announcements, promotions and product demonstrations, but they also reinforce their brand by producing short instructional 'How To' programmes. Ironically, just as I was writing this, an email came in from Machine Mart promoting their web videos on a range of products. With YouTube offering the same opportunities for inserting meta data (i.e. Tags) as can be used within a website and being part of Google,...
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