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© John Kuraoka
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Its easy to find free advertising copywriting. Radio reps will be happy to
write and produce your spots using on-air personalities when you buy time on their
station. Newspapers, too, will provide free creative services when you buy space.
Billboard companies, television stations, printers, even the local shopping circular - all
will be happy to produce ads for you for free with your media buy.
This can be invaluable assistance when youre on a tight budget, implementing a
simple, focused marketing plan that uses only one or two media. If thats you, then I
suggest you read my section on how to write better
ads, and have at it! I have seven additional recommendations to you, to maximize the
effectiveness of your ads.
- Think beyond coupons and sales. Your advertising should do more than attract
customers; it should train customers. If you train them to buy from you only at a
discount, your coupons will cost you three times - once to run, a second time to redeem,
and a third time when you realize that youve built no additional customer base.
Coupons and sales events help move product and generate immediate cash flow. They are,
however, not a good foundation upon which to build a marketing plan for a successful
- Buy enough media to make an impact. A rule of thumb in media buying is that
people need to be exposed to your advertising message three times before they even notice
it. Testing a medium by placing one or two ads is a waste of money. In many
publications, classified ads are a better deal than display advertising (although the
sales rep wont tell you this because he or she doesnt earn a commission on
- Look for potential customers, not sheer volume. Reaching a vast quantity of
people is secondary to reaching the handful of people who are in the market for your goods
or services, and in a position to buy from you right now. Never confuse media numbers with
- Run ads in flights. Media studies prove that message retention is
improved when ads run in flights - clusters of ads. For example, with a
6-insertion, 13-week media buy, you could run your ad every other week. But, youll
probably get better results if you run your ad the first three weeks in a row, stop for
three weeks, then run three weeks, stopping the last four weeks.
- Track your results. This information gives you a baseline upon which to test
future offers or messages, and also helps you maximize your advertising dollar by cutting
media that dont deliver results and concentrating on those that do.
- Stick with success. When you find a medium that works, negotiate to lock in a
good rate for the long-term. A one-year contract (where you promise to buy a certain
number of ads in the next 12 months) is almost always cheaper than buying media
quarter-to-quarter or month-to-month. Look for the bulk deals. Also, when you
negotiate, try to get two things: first, a bonus for being a long-term client. It could be
your ads running free in another publication or region (pick-ups), a
sponsorship, extra ads, or an advertorial of some sort. The second thing to negotiate for,
is the right to renew your contract at the same rate.
- Consider consulting a professional. You can hire an independent advertising
professional for a couple hours, just as you might consult with an attorney or tax
advisor. Although youll pocket savings from handling day-to-day details yourself,
youll also reap the rewards of making sure your overall marketing efforts are indeed
focused in the right direction.
If you can get copywriting for free, why pay for it? Thats a topic
that can fill a whole short article. Such as When you should consider hiring a
freelance copywriter. But, beyond that, here are five important
reasons to hire a professional advertising copywriter to write your ads and marketing
- Ongoing representation of your interests. The media reps job is to sell
space in a particular publication or time on a particular station. So, dont expect
impartial advice (or even marketing expertise) from them. Remember, you
dont pay them; the media company does. It pays to have your own hired gun to look
after your own interests.
- Control of your message. As you use different media, it becomes increasingly
important to make sure theyre all working in a coordinated effort on your behalf. A
professional advertising copywriter will make sure that your marketing message achieves
critical mass at the critical time.
- Marketing advice from a marketing expert. Not a sales pitch, but broad-based
service from an experienced marketing professional.
- Improved creative work. How do you avoid becoming a commodity? Brand image! How
do you build an image? With ads, brochures, mailers, and marketing materials that
consistently break through the clutter, get noticed, and get results.
- More value from your ad dollar. Coordinating your marketing push gives you more
leverage out of every ad in every medium. An impartial marketing expert, brought in by
you, can show you opportunities to combine media in ways that the respective media reps
either cant see or wont offer. That maximizes your advertising
Okay, then, why should you hire me?
- Strategic thinking as a key added value. I build senior-level marketing
expertise and creative direction into every copywriting project. Strong
branding and intelligent positioning turn your ads and marketing materials into
powerful corporate assets. They dont just communicate your competitive edge; they become
a competitive edge.
- Broad-based experience. Specialization is just another way to say
youll get the same solution as your competitor got. Ideas need fresh air
and cross-pollination. Thats why I partner with clients in a wide range of
industries, from high-tech to hospitality, from manufacturers to retailers. It keeps me
fresh, enthusiastic, and able to stay ahead of trends instead of following them.
- Fast, smart work. The world is one of ever-increasing change and ever-shorter
windows of opportunity. My broad experience means I get up to speed fast so you
make the most out of every opportunity.
- Management capabilities. With two decades of experience, my skills extend beyond
just writing copy. I can direct your creative project so it gets done on-time and
on-budget. If necessary, I can make additional vendor recommendations - people you and I
can both count on to make things happen. So, lets make things happen! Call me now
to get started: (619) 465-6100.
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