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What do you of think of the new tagline? You did notice it, didn’t you? It’s not like it’s been up over a week
or anything like that (ok, actually it has). “Copywriting provocateur pokes at the hidden side of marketing, advertising & all else entering the crosshairs.”
Given my changing focus, I thought it was more descriptive than the original “Increase Your Sales & Boost Your Responses With Proven, Powerful Sales Copy.”
I wish I could say it was my cleverness that came up with it, but it wasn’t. It was someone far smarter than me, Mindjet CMO Lisa Arthur.
During our last talk, partially chronicled here: Mindjet Strikes Back - It Ain’t Over ‘Til She Says It’s Over!, when I described myself as a “troublemaker” she countered with “I think you’re more of a provocateur than one who makes trouble. You get people thinking.”
Hmmm . . . I get people thinking. I like that. Which was always the point when I write or talk to anyone. If our interaction had no impact, then what’s the point, right?
My interests (and what many of you wanted to read) extended far beyond the standard marketing and copywriting stuff. And let’s face it, the Internet is lousy with good, free advice on how to make your copy better and market more intelligently.
And frankly I’m bored with talking about the mechanics of it. Many of you were, too. Now don’t get me wrong, I’m still going to give you the mechanical stuff of writing copy and web strategies that drive traffic through the door, just from a different perspective.
So over time, since my focus is to give you something unique you can’t get anywhere else — the question became ‘Why come here to read what can be read anywhere?’
From some of the very nice (and the not so nice) feedback I got, you told me that I offer something that none of those other sites and experts do — I put the marketing and advertising you are bombarded with every day into context, and not only analyze it from a professional POV, but from an end-user perspective.
Here’s why that’s important. Often, marketing and advertising, through the sales copy, impacts us in subtle ways. It’s a bit like hunting tigers in their native habitats — you often see the result of them, but rarely actually see them.
And then if you do, it’s too late . . . for you.
The militant and aggressive marketing of the Eco Bullies and using the global warming scare as the whip to keep you in line is just the most recent example.
Tell the truth, prior to reading the recent hotel posts, were you allowing them to give you less service while paying the same amount? Did you opt to have your sheets changed every other day and reused your towels without wondering what they were getting from your consideration?
Many did and every day millions of unaware folks are continuing to do the same, while the hotels profit from the passive-aggressive bullying and guilting you into putting their P&L statements more in the black.
And that’s just one of the snakes in the hole I’ve been poking at.
Look, I never started out being a crusader for more critical thinking about environmentalism, global warming and other Eco Bully bludgeons. But given my expertise, it was blatantly clear what they were doing and when I started, few if any were reporting it from a marketing perspective.
So . . . I grabbed my stick and stepped up to the plate.
Of course there’s always a downside to poking at things until they poke back . . .
Sometimes you poke something that’s bigger than you and you have to up your game to win out in the end . . . commonly known as “biting off more than you can chew” and “the mouth writing checks the body can’t cash.”
You get the idea.
But hey . . . if it was easy, anyone could do it, right?
Like what you read? Then click here to buy me a coffee.
By Walter |
Topics: Client Top Secret, It's A Good Thing |
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Comments
or anything like that (ok, actually it has). “Copywriting provocateur pokes at the hidden side of marketing, advertising & all else entering the crosshairs.”
