John Kuraoka, freelance advertising copywriter

www.kuraoka.com
(619) 465-6100
Free (yes, free) advertising copywriting and marketing resources

Contents:
How to do-it-yourself | Why you should hire a copywriter | Why you should hire me

It’s 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 you’re on a tight budget, implementing a simple, focused marketing plan that uses only one or two media. If that’s 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 you’ve 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 business long-term.
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 won’t tell you this because he or she doesn’t earn a commission on classified ads).
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 real people.
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, you’ll 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 don’t 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 you’ll pocket savings from handling day-to-day details yourself, you’ll 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? That’s 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 materials.

Ongoing representation of your interests. The media rep’s job is to sell space in a particular publication or time on a particular station. So, don’t expect impartial advice (or even marketing expertise) from them. Remember, you don’t 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 they’re 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 can’t see or won’t offer. That maximizes your advertising return-on-investment.

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 don’t just communicate your competitive edge; they become a competitive edge.
Broad-based experience. “Specialization” is just another way to say “you’ll get the same solution as your competitor got.” Ideas need fresh air and cross-pollination. That’s 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, let’s make things happen! Call me now to get started: (619) 465-6100.

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My experience as a copywriter.

John Kuraoka, freelance advertising copywriter

www.kuraoka.com (619) 465-6100 Free (yes, free) advertising copywriting and marketing resources

More advertising & marketing advice.

My experience as a copywriter.

Answers to frequently asked questions.

Me, me, me.

Email me.

www.kuraoka.com
(619) 465-6100
Free (yes, free) advertising copywriting and marketing resources