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Honest Marketing

Nicole Fenton
October 30, 2014

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.

Nicole Fenton

October 30, 2014
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Transcript

  1. • Tips for writing honestly • Ways to introduce your

    products that fit your style • A checklist for writing product pages
  2. –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.”
  3. Marketing Copy • Ads • Blog posts* • Customer stories

    • FAQs* • Newsletters • Packaging • Product descriptions • Promotions • Social media • Taglines
  4. –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.”
  5. • Don’t lie. • Don’t overpromise. • Stick to the

    facts and verify them. • Be true to the spirit of your company.
  6. • 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?
  7. My Voice • clear, not clever • honest, not insensitive

    • friendly, not overly casual • thoughtful, not academic • youthful, not childish
  8. • Is it clear? • Does it sound like you?

    • Is every word true? • Can you cut adjectives or modifiers?
  9. Q&A