So, You Want To Build Your Brand

Dear Fellow Entrepreneur,

I hear you want to build your brand. You need help with headlines and body copy. And you want help . . . fast!!

Hey, that’s cool. But I got some news for ya. Most copywriters (at least direct response breeds with any chops) wouldn’t touch that with a ten foot pole.

What to know why? 

OK, I’ll tell you why.

For starters, rush jobs are doomed to fail. It takes time to research and learn about the innards of your company, your products and services. It takes more time digging for that elusive headline and hook, crafting the most appealing offer.

Heck, even if you happen to be an ‘insider’ or employee in the company it still takes time and effort to craft the right message. It’s simply not something you should just throw together and hope that your message “sticks.” 

Personally, I stay far, far away from those ugly creatures, as do many of my colleagues. 

So, if you’re still convinced you need a rush job do not expect good results.

Brand Building? Yeah, right! For starters you’re barking up the wrong tree sweating over building a “brand.” Yea, sure we all want to become a household word. THE go-to person or company everybody trusts, likes and is begging throw dollars your way.

Forget brand building—at least until you have plenty of mad money to toss at ad schemes that look pretty but haven’t a prayer of producing results. 

Here’s the thing. MOST small businesses can’t float that boat. It costs big dollars and usually a lot of time to build brand names. 

Instead learn how to sell. Learn how to reach your perfect prospect, customer or patient. Learn how to “talk” to them so they will listen and take you seriously. One of the most difficult tasks in writing advertising is knowing what to say.

Good salesmanship will carry you further and produce better results that fill up your bank account. Take the time to find out what your customers really want, need and crave. Then, make sure your company is the one that can provide it. Position your company uniquely. Come up with irresistible offers that customers will find hard to refuse. Make your biz really stand out by proving outstanding service, quality or any other tangible asset that makes you different (in a good way) from your competitors. Strive for excellence and go the extra mile for your customers. 

And guess what? The byproduct of this is . . . drumroll please . . . 

Brand Building

Cuz when you hook up high quality salesmanship with high quality copywriting the results can be truly phenomenal.  Sales kick up. Marketing campaigns catch fire. Your customer base swells like a tsunami. And your bottom line explodes into higher brackets, practically overnight.

So, if you’re set on ‘brand-building’ do it the way that makes sense- learn the direct marketing business (at least the nuts and bolts) learn how to write ads that sell. Learn what your prospects and customers really want and make efficient ways to offer it to them.

Resources. Here’s a few gems that will jumpstart your marketing education. I encourage you to include these in your business library:

1.    Successful Direct Marketing Methods by Bob Stone

2.    Tested Advertising Methods by John Caples

3.    My Life In Advertising and Scientific Advertising by Claude Hopkins

Ok, there you go . . . off to the races. 

Warmly,

Emette E. Massey                                                                               Copywriter/Consultant

P.S. A gift for you . . . all you got to do is ask. It’s a fresh illustrated PDF edition of Scientific Advertising by Claude Hopkins. Every, and I mean every business owner should have a copy of this timeless manual. It’s a short read but packed with sales and business wisdom you won’t find anywhere else. Get it now by emailing me at: eemassey@yahoo.com Put the words “Scientific Advertising” in the subject line and I’ll get it to you pronto!