Honest Marketing

Most marketing sucks. But you’re making something you love and care about, and it’s not going to sell itself. In this workshop, I share principles and activities for writing honestly and promoting your work.

Transcript

1. Honest Marketing ! Nicole Fenton @nicoleslaw nicolefenton.com
2. • Tips for writing honestly • Ways to introduce your products that fit your style • A checklist for writing product pages
3. The M Word
5. –Best Clients Ever “We want to tell our story, but we don’t know how to do it in a way that sounds like us.”
6. Marketing Copy • Ads • Blog posts* • Customer stories • FAQs* • Newsletters • Packaging • Product descriptions • Promotions • Social media • Taglines
7. –Robert W. Bly, The Copywriter’s Handbook “For copy to convince the consumer to buy the product, it must do three things: get attention, communicate, and persuade.”
8. • Respect the reader’s attention and intelligence. • Focus on benefits. • Be sincere.
9. –Austin Kleon, Show Your Work “You want hearts, not eyeballs.”
10. Truth
11. • Don’t lie. • Don’t overpromise. • Stick to the facts and verify them. • Be true to the spirit of your company.
15. Activity 1: Feeeeelings
16. • Why is this product interesting to you? • What’s your favorite thing about it? • Why did you decide to make it? How does it fit into the world you want to live in? • If someone was telling a friend about it, what would you want them to say?
17. Voice
21. Activity 2:
 Voice Attributes
22. My Voice • clear, not clever • honest, not insensitive • friendly, not overly casual • thoughtful, not academic • youthful, not childish
23. Read It
 Out Loud
24. • Is it clear? • Does it sound like you? • Is every word true? • Can you cut adjectives or modifiers?
25. Q&A