Advertising/Canadian Copywriter

Once you have settled on the marketing criteria, you can start creating a commercial. To write the commercial, it's important to keep in mind who will be buying your product or service. For example, are your consumers women between the age of 18 and 34 or men over fifty? Psychographics involve the mind set of the audience. For example, if the product you're advertising is for a doctor, you wouldn't want to use a sentence such as "Hey, doc! Get this boffo new set of forceps. They're really cool, dudemeister!"ed note: hey, they may be cool now, but you can always warm these little puppies up by just sitting on them and rubbing them up and down on your dufus!) Now, you see, that wouldn't work because doctors tend to speak a much loftier language. You must address them in their language. Similarly, if your message is directed to an industrial designer, you must have a feel for the argot these people use.

Once you know the psychographics and demographics of your consumers, you will have a good understanding of the tone and manner that your commercial should take. For example, will your commercial be funny or serious, hard-sell or soft-sell?

Your sales staff is crucial to your marketing efforts. Their understanding of your product focus, their morale and their motivation should be "top of mind" if you're going to succeed. There's no question that today's economy is a service driven economy -- so your sales people must be fully cognizant of the concept of keeping customers happy. Good Public Relations should also be a major key in your marketing plans. With expert Public Relations professionals (see Public Relations), your company will be able to patch up all those little bitty bumps that crop up on the road to success and attack major issues with confidence.

Of course, you will want to set up an effective distribution network for your product, particularly if it's time sensitive.

Years ago, marketing plans were developed every five years, then three years, then every year. Now it's almost like they're developed on the fly. Whatever your schedule may be, you must make a concerted effort to have a marketing plan and stick with it. The five important steps in a marketing plan are:


  • Realize An Overview. Determine where your product or service fits in, who your competition is, how you can beat them with your product.

  • Analyze the Market. Who are your customers?

  • Outline Your Marketing Strategies. How do you get your product to market. What will it cost? What type of promotion or advertising will suit your product?

  • Target Your Communications

  • Map Out Your Action Plan. Develop a time line. What will happen and when.

    What style of marketing will you apply? Here are several different types of marketing:

  • Direct Marketing is exactly what the term implies. It is direct to the public. Usually, direct marketing takes the form of phone calls or mailings to a very specific target market. These direct marketing campaigns are usually hard hitting and geared to produce quick results. Unlike overall "image" campaigns they are pinpointed to those consumers who are most likely to buy a product.

    This type of marketing was described in the book "Guerilla Marketing" by Noel Hyatt and Jacques Coffere. Basically, the book's philosophy is that the marketer should think in terms of what the competition is thinking -- then think differently and think aggressively. Thanks to this book, we have the famous phrase: "fat guys behind the rocks, skinny guys behind the trees". If the competition, for example, is airing their message in television commercials, the guerilla marketer will advertise on radio or billboards -- everywhere their competition isn't. If the competition is advertising their product based on image, then the guerilla marketer will advertise their product based on price. The whole idea is to be different and better than the competition! For more information on guerilla marketing, see ambush marketing

    Niche marketing is the opposite of mass marketing. It's when a company picks a small, but lucrative part of the market and concentrates on this segment. It's a type of marketing that works very well for small, flexible companies who are able to pounce on quickly emerging market opportunities.

    Once again, there are about a million "egg heads" out there who are frightening us into believing that the manipulators are hiding in the bushes and furtively shaping our lives and destinies without our knowledge. These brilliant people are espousing a new type of marketing by the name of "neuro-marketing" which is an attempt to probe the many different sides of the brain and to manipulate its "hot spots", prompting consumers to suddenly jump from their couches and go on a chaotic spending spree. While there are numerous professors and so called "experts" engaged in this type of marketing, it's still useful to remember that if your product provides a good service it will be acceptable and if it doesn't, it won't. Perhaps in the world of consumer goods where the differences between products are negligible and everyone thinks like a robot, neuromarketing might be a factor.

    At the Canadian Copywriter, we don't think there's any such method of marketing, however many do. Contrary to their way of thinking, we are convinced that conventional marketing is your best bet.

    Subliminal advertising, of course, has been a source of contentious debate in the advertising wars for years. It was brought to the forefront in the seventies and eighties by an ex advertising copywriter by the name of Keyes from London, Ontario. In his book about the effects of subliminal advertising, his most famous example was a glass filled with a beverage and three ice cubes. He contended that the three ice cubes were air brushed to spell the word "SEX". We have looked at that picture a thousand times and still to this day cannot see the word "SEX", but that doesn't mean subliminal advertising doesn't exist. We suspect it does exist but its effects are minimal. Having said that, we know that advertising is being created to increase the dopamine levels in our brains. In other words, commercials are being created to make a direct hit on our pleasure centers. MacDonalds "Happy Meal" campaign is an excellent example of this. The word "happy" when combined with the thought of a hamburger has been clinically and statistically proven to increase MacDonald's sales -- and it's one of the reasons why MacDonald's has been so successful.