Does length matter? In most cases your audience will only read the headline. But, if they do continue on, what works? Studies have shown that ads of 300 words or more create more product awareness.
A Merrill Lynch ad in the New York Times of over 6,400 words resulted in 10,000 responses. The real reason your ads fail has little to do with length.
Your ad should be the right length for you to express whatever it is you need to say. Just remember to focus on one thing (one feature, one benefit) per ad.
Wednesday, January 27, 2010
Directory Journal Web Directory
Directory Journal is a high-quality general web directory. Look for fletcherfreelance.com among its listings.
Tuesday, January 26, 2010
FREE Writing Workshop in Shawano!
The Shawano Area Writers are offering free writing workshops. Classes begin Saturday January 30, 2010. They will be held from 10am-11:30am at the Shawano City-County Library in the Engel room. This is a six-week course, but you need not attend every session if circumstances do not allow.
On Saturday February 13th I will teach a portion of the class, focusing on Internet Marketing for the Writer. I hope to see you there!
On Saturday February 13th I will teach a portion of the class, focusing on Internet Marketing for the Writer. I hope to see you there!
Monday, January 25, 2010
Creating and Managing Expectations
I took a customer service class with this title last week. It was presented by Kirby Nocker of RKDN Consulting. The class was hosted by the Wolf River Builders Association and tailored for that industry. The tips that were shared can benefit most businesses, however.
It truly is customer service that separates us from our competition. Anything we can do to enhance the experience of our clients helps to ensure we meet their expectations and have their repeat business and positive word-of-mouth advertising.
Kirby touched on how businesses need to be choosy about who they work with and take accountability for meeting the expectations of their clients. It’s easy to assume that we know what customers want. How much better it would be if we actually knew. It’s important that both buyer and seller tell what they expect from the initial interview and periodically discuss how things are going.
RKDN offers sales training and business planning. Kirby can be reached at (920) 809-7536 (RKDN).
It truly is customer service that separates us from our competition. Anything we can do to enhance the experience of our clients helps to ensure we meet their expectations and have their repeat business and positive word-of-mouth advertising.
Kirby touched on how businesses need to be choosy about who they work with and take accountability for meeting the expectations of their clients. It’s easy to assume that we know what customers want. How much better it would be if we actually knew. It’s important that both buyer and seller tell what they expect from the initial interview and periodically discuss how things are going.
RKDN offers sales training and business planning. Kirby can be reached at (920) 809-7536 (RKDN).
Friday, January 22, 2010
Shawano Area Writers
The Shawano Area Writers have a new website, shawanoareawriters.org. The site was donated by fletcherfreelance.com. It still needs a little tweaking, but it is about time this group had a web presence. Please take a look. Your feedback is appreciated.
Thursday, January 21, 2010
Art by Giessel
I just had to share! I opened my email today and found this:
My dear friend, Lisa Giessel, is a very talented artist. I was pleasantly surprised that she chose me as her recent muse.
Lisa does wonderful work from photographs, as you can see here. You can commission her to work for you, too.
Please check out her new website, artbygiessel.com. Her rates are very reasonable. Her talent is incomparable!
Thanks Lisa!
My dear friend, Lisa Giessel, is a very talented artist. I was pleasantly surprised that she chose me as her recent muse.
Lisa does wonderful work from photographs, as you can see here. You can commission her to work for you, too.
Please check out her new website, artbygiessel.com. Her rates are very reasonable. Her talent is incomparable!
Thanks Lisa!
Tuesday, January 19, 2010
How to Write an "About Us" Page for a Company Website
Please enjoy reading one of my latest articles. (Click on title to follow link.)
Monday, January 18, 2010
Why Ads Fail
Most ad campaigns fail because they aren’t reaching your target audience.
Ads fail because they are all about you. You know the old benefit-feature rule. Why are you talking about yourself so much? People want to know, “What’s in it for me?”
Ads fail because they are boring. Get out the yellow pages and look up your business. Look at your competition. How many times do you see the same words and phrases throughout? Your company needs to stand out.
Ads fail because they don’t affect emotion. You need to sell the emotional end result. Not the product. Harley doesn’t sell motorcycles. They sell the excuse/opportunity for 43-year-old accountants to wear black leather and have people in small towns fear them. Sell the attitude, sell the lifestyle.
Why Ads Succeed
Ads succeed because they reach your ideal customer. They are in the right media, the right frequency. Successful ads contain information, create interest, and get the audience involved.
For more successful ads and a higher return on your advertising investment contact FletcherFreelance.com today!
(715) 584-6773
terra@fletcherfreelance.com
Ads fail because they are all about you. You know the old benefit-feature rule. Why are you talking about yourself so much? People want to know, “What’s in it for me?”
Ads fail because they are boring. Get out the yellow pages and look up your business. Look at your competition. How many times do you see the same words and phrases throughout? Your company needs to stand out.
Ads fail because they don’t affect emotion. You need to sell the emotional end result. Not the product. Harley doesn’t sell motorcycles. They sell the excuse/opportunity for 43-year-old accountants to wear black leather and have people in small towns fear them. Sell the attitude, sell the lifestyle.
Why Ads Succeed
Ads succeed because they reach your ideal customer. They are in the right media, the right frequency. Successful ads contain information, create interest, and get the audience involved.
For more successful ads and a higher return on your advertising investment contact FletcherFreelance.com today!
(715) 584-6773
terra@fletcherfreelance.com
Friday, January 15, 2010
Presenting a Professional Image
It is a combination of exposure, image, and awareness that generates sales. A professional image is essential for any company to thrive. Join myself and Tammy from Dynamic Designs as we present an instructional program to help your business display a more professional image.
We will cover the following topics:
Tammy and I have valuable services that we will be giving away free! Three winners will get either free website review, free embroidery, or a strategic marketing consultation!
Join us from 7:30-8:45am Thursday, February 4th at the Shawano Country Chamber of Commerce. Space is limited. Register today by calling (715) 524-2139. Five dollars a person covers admittance and refreshments.
We will cover the following topics:
- your office/store/service company's image
- signage and displays
- personalizing your business image
- your company's phone image
- new rules for websites in 2010 and beyond
- business cards
- uniforms
- and more!
Tammy and I have valuable services that we will be giving away free! Three winners will get either free website review, free embroidery, or a strategic marketing consultation!
Join us from 7:30-8:45am Thursday, February 4th at the Shawano Country Chamber of Commerce. Space is limited. Register today by calling (715) 524-2139. Five dollars a person covers admittance and refreshments.
Monday, January 11, 2010
2010 Marketing Predictions and Tips
The world of marketing and advertising is an ever changing place. There are some constants that will never change. There are some fads that grow and disappear before we have time to add them to our to-do lists. Somehow we are into the year 2010. This is more than just another year. This is the start of another decade. Each decade gets just a few things forever attached to it. What’s next?
Social Networking
I felt obligated to address this first. Social networking isn’t going away. Depending on your business and your target market, you probably should be involved in at least one venue. Don’t spread yourself too thin and don’t do anything half-way. Don’t expect to sell directly via social networking. Do expect to make business connections. Do expect to waste spend considerable time on these ventures.
I predict businesses are going to demand more concrete numbers showing the impact of their social networking investments. The excuse, “it’s hard to say what the tangible benefits are,” isn’t going to stand. Social networking as business marketing has moved from the experimental phase to decision making territory.
Word Of Mouth
This is and always will be the best form of advertising. Negative word of mouth spreads like wildfire, but something exceptionally good can spread almost as well.
It’s funny; I think that a big part of the need for society to be so “connected” is actually a lack of human interaction and too much time with technology (I guess that’s a subject for another time). Nothing replaces human interaction. Provide the best customer service possible and people will remember.
Try doing something really human in 2010 and beyond. Send out a hand-written thank you cards or follow up your business interaction with a phone call.
Website
The traditional website is going to make more transformations in 2010. It needs to be more interactive now. The business website needs to allow its visitors ultra quick ways to interact. Ditch the flash animation. We know you paid a lot for it, but now it just looks gaudy and dated. Instead make sure there is place for feedback, comments, and links to your favorite social networking vice.
*For a free “2010 Website Review” email terra@fletcherfreelance.com or call (715) 584-6773 today.
Online Video
YouTube is ranked second only to Google. Never before has it been so easy and inexpensive to share video with the world. Your video doesn’t have to be a masterpiece, but it does have to be good. A well-scripted, but natural video is best. If you sell a product you probably should have a demo of how to properly use it. Promote a 2010 event with video footage from the 2009 event. Restaurants- show your chef making their most requested entrée. Offices post a tour of your building.
Information Overload
You’ve seen the commercials about search overload. It’s more than just search overload that we are facing. Never before has one had the ability to acquire so much information so fast. The problem is that the quality of information has never been so poor. Attention spans are short and audiences don’t want to wade through swamp water to find what they’re looking for. Content is King; like never before. People are looking for clean, simple, and direct.
To stand above the muck, marketing campaigns need to be different. Websites need fresh, relevant content. Commercials should not shout or feature fast-talkers. Individuals need to see transactions as personal and relationship based. They want to do business with someone that looks professional and successful.
For more personalized 2010 marketing plans and suggestions please contact terra@fletcherfreelance.com or call (715) 584-6773 today. It’s not too late to write your 2010 marketing plan.
Social Networking
I felt obligated to address this first. Social networking isn’t going away. Depending on your business and your target market, you probably should be involved in at least one venue. Don’t spread yourself too thin and don’t do anything half-way. Don’t expect to sell directly via social networking. Do expect to make business connections. Do expect to waste spend considerable time on these ventures.
I predict businesses are going to demand more concrete numbers showing the impact of their social networking investments. The excuse, “it’s hard to say what the tangible benefits are,” isn’t going to stand. Social networking as business marketing has moved from the experimental phase to decision making territory.
Word Of Mouth
This is and always will be the best form of advertising. Negative word of mouth spreads like wildfire, but something exceptionally good can spread almost as well.
It’s funny; I think that a big part of the need for society to be so “connected” is actually a lack of human interaction and too much time with technology (I guess that’s a subject for another time). Nothing replaces human interaction. Provide the best customer service possible and people will remember.
Try doing something really human in 2010 and beyond. Send out a hand-written thank you cards or follow up your business interaction with a phone call.
Website
The traditional website is going to make more transformations in 2010. It needs to be more interactive now. The business website needs to allow its visitors ultra quick ways to interact. Ditch the flash animation. We know you paid a lot for it, but now it just looks gaudy and dated. Instead make sure there is place for feedback, comments, and links to your favorite social networking vice.
*For a free “2010 Website Review” email terra@fletcherfreelance.com or call (715) 584-6773 today.
Online Video
YouTube is ranked second only to Google. Never before has it been so easy and inexpensive to share video with the world. Your video doesn’t have to be a masterpiece, but it does have to be good. A well-scripted, but natural video is best. If you sell a product you probably should have a demo of how to properly use it. Promote a 2010 event with video footage from the 2009 event. Restaurants- show your chef making their most requested entrée. Offices post a tour of your building.
Information Overload
You’ve seen the commercials about search overload. It’s more than just search overload that we are facing. Never before has one had the ability to acquire so much information so fast. The problem is that the quality of information has never been so poor. Attention spans are short and audiences don’t want to wade through swamp water to find what they’re looking for. Content is King; like never before. People are looking for clean, simple, and direct.
To stand above the muck, marketing campaigns need to be different. Websites need fresh, relevant content. Commercials should not shout or feature fast-talkers. Individuals need to see transactions as personal and relationship based. They want to do business with someone that looks professional and successful.
For more personalized 2010 marketing plans and suggestions please contact terra@fletcherfreelance.com or call (715) 584-6773 today. It’s not too late to write your 2010 marketing plan.
Friday, January 8, 2010
The Real Cost of Hiring a Marketing Professional
What does it really cost to hire a marketing professional?
Salary
Base salary of a marketing professional will vary based on company size and the experience of the individual, but you can expect a range of $50,000-$150,000. Add in 35% for benefits, unemployment insurance, and the like. Don’t forget bonus plans and perks. After this your marketing professional costs $90,000-$300,000 a year.
Cost per Hour
Take the hours worked in a year (exclude PTO and holidays). You’re looking at between $50-$150 an hour (without factoring in sick or overtime). Of course, these numbers vary by circumstances, but this is a realistic range.
Other Factors
Weigh in the hiring process, recruiter fees, interview time, help wanted ads, and relocation packages. Now add in support costs; computer, office space, overhead, and possibly secretarial support.
The Cost of a Marketing Consultant
A well seasoned marketing consultant with generous experience (say fifteen plus years) would typically work for $100-$150 per hour. They are likely to have sales experience and understand the inner workings of an advertising agency.
*****
So, I’m not quite there yet. But, maybe that’s not what you’re looking for either. You just want someone that works hard, knows their stuff (and their limitations), and will bring a fresh perspective to your company as an extension of your team.
Benefits of Fletcher Freelance
In comparison, to be bluntly honest, I’m dirt cheap. My consulting rates are very low. My writing fees are reasonable. I’ve been doing this since September 2007. Not for fifteen years, but not for fifteen minutes either. I’m serious about my work. Yes I enjoy it, but this is not a hobby. This is my profession. And fifteen years from now, I’ll still be here.
With Fletcher Freelance you only pay for the hours that tasks are performed. You can use Fletcher Freelance only when you need to. You don’t have hiring costs. And I don’t charge for initial interviews.
A freelancer brings along their network of talent. I work with designers, printers, web developers, and anyone else I need to get the job done right. I can help you develop an advertising program or promotion. I can do marketing research, creative writing, and design. You only need to make one call. I am a very efficient person and I only work with the best associates.
Internal politics and bureaucracy that all companies have do not affect or hinder a freelancer. I bring a fresh perspective without prejudice. Sometimes that is all you need. And in special situations a consultant may be ideal.
A company should consider a marketing consultation for…
• New products
• New divisions
• New channels of distribution
• Any major change in company direction or focus
Marketing and writing talent that you thought was only attainable by large companies may be more accessible than you thought. Using a freelance consultant your business can get the help it needs without the ad agency price tag or hiring a full-time employee.
Salary
Base salary of a marketing professional will vary based on company size and the experience of the individual, but you can expect a range of $50,000-$150,000. Add in 35% for benefits, unemployment insurance, and the like. Don’t forget bonus plans and perks. After this your marketing professional costs $90,000-$300,000 a year.
Cost per Hour
Take the hours worked in a year (exclude PTO and holidays). You’re looking at between $50-$150 an hour (without factoring in sick or overtime). Of course, these numbers vary by circumstances, but this is a realistic range.
Other Factors
Weigh in the hiring process, recruiter fees, interview time, help wanted ads, and relocation packages. Now add in support costs; computer, office space, overhead, and possibly secretarial support.
The Cost of a Marketing Consultant
A well seasoned marketing consultant with generous experience (say fifteen plus years) would typically work for $100-$150 per hour. They are likely to have sales experience and understand the inner workings of an advertising agency.
*****
So, I’m not quite there yet. But, maybe that’s not what you’re looking for either. You just want someone that works hard, knows their stuff (and their limitations), and will bring a fresh perspective to your company as an extension of your team.
Benefits of Fletcher Freelance
In comparison, to be bluntly honest, I’m dirt cheap. My consulting rates are very low. My writing fees are reasonable. I’ve been doing this since September 2007. Not for fifteen years, but not for fifteen minutes either. I’m serious about my work. Yes I enjoy it, but this is not a hobby. This is my profession. And fifteen years from now, I’ll still be here.
With Fletcher Freelance you only pay for the hours that tasks are performed. You can use Fletcher Freelance only when you need to. You don’t have hiring costs. And I don’t charge for initial interviews.
A freelancer brings along their network of talent. I work with designers, printers, web developers, and anyone else I need to get the job done right. I can help you develop an advertising program or promotion. I can do marketing research, creative writing, and design. You only need to make one call. I am a very efficient person and I only work with the best associates.
Internal politics and bureaucracy that all companies have do not affect or hinder a freelancer. I bring a fresh perspective without prejudice. Sometimes that is all you need. And in special situations a consultant may be ideal.
A company should consider a marketing consultation for…
• New products
• New divisions
• New channels of distribution
• Any major change in company direction or focus
Marketing and writing talent that you thought was only attainable by large companies may be more accessible than you thought. Using a freelance consultant your business can get the help it needs without the ad agency price tag or hiring a full-time employee.
Saturday, January 2, 2010
The Power of Words
I continue to grow in respect and appreciation for the gift of writing. I can not tell you precisely when I first recognized what written words could do. I once happened upon a journal from when I was first beginning to write. I was impressed by how quickly two or three words grew into sentences and stories.
My first true romance was with poetry and lyrics. Appearances caught my attention. Emotions and rhythm kept me captivated. My older brother lovingly convinced me that I couldn’t sing. So, logically, I wrote.
I don’t think I would have survived teenhood without my notebooks and all the scraps of paper that I wrote upon. Writing was my therapy, escape, and means of connecting. It helped me express every facet of each emotion, ruminate over decisions, analyze events, and put into play life-altering choices.
Pen and paper are readily available and inexpensive. Likely you have received many of both as swag, promotional freebies. How oft we overlook the power of the ever present, simple things.
As of late I am reminded why I must write. No, it is not a choice. It is a need. For all that writing has done for me; I need to reciprocate in kind. I must give back at least what I have taken. Yes, it is the business writing that pays the bills, but creative writing is the salve of the soul.
What moves me to this recent growth and appreciation? I’m so appreciative of a recent gift. I dare say when I last received its equal. A book. Not just any book, but memoirs from my maternal grandmother. How I devoured every word.
My 100% Irish, Catholic grandmother who raised 11 children took me from her first childhood memories to today, at 84 years of age. And I’m reminded why I write, why I need to really write. How many lives were touched by the stories of her late husband, her world travels, and caring for all those kids.
After completing the book I placed it prominently on my bookshelf. It is sure to be read over and over. I’m also sure I will have more questions for my mother after each time I read it (until now I thought she was perfect). I hope my mom writes like that some day. I know her grandchildren (7 so far) will enjoy her story. I hope someday, someone enjoys mine.
My first true romance was with poetry and lyrics. Appearances caught my attention. Emotions and rhythm kept me captivated. My older brother lovingly convinced me that I couldn’t sing. So, logically, I wrote.
I don’t think I would have survived teenhood without my notebooks and all the scraps of paper that I wrote upon. Writing was my therapy, escape, and means of connecting. It helped me express every facet of each emotion, ruminate over decisions, analyze events, and put into play life-altering choices.
Pen and paper are readily available and inexpensive. Likely you have received many of both as swag, promotional freebies. How oft we overlook the power of the ever present, simple things.
As of late I am reminded why I must write. No, it is not a choice. It is a need. For all that writing has done for me; I need to reciprocate in kind. I must give back at least what I have taken. Yes, it is the business writing that pays the bills, but creative writing is the salve of the soul.
What moves me to this recent growth and appreciation? I’m so appreciative of a recent gift. I dare say when I last received its equal. A book. Not just any book, but memoirs from my maternal grandmother. How I devoured every word.
My 100% Irish, Catholic grandmother who raised 11 children took me from her first childhood memories to today, at 84 years of age. And I’m reminded why I write, why I need to really write. How many lives were touched by the stories of her late husband, her world travels, and caring for all those kids.
After completing the book I placed it prominently on my bookshelf. It is sure to be read over and over. I’m also sure I will have more questions for my mother after each time I read it (until now I thought she was perfect). I hope my mom writes like that some day. I know her grandchildren (7 so far) will enjoy her story. I hope someday, someone enjoys mine.
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