1. HOW TO MAKE YOUR MARKETING POP! Tips for improving emails, brochures, web content and more. Presented by Gina Kellogg, CEO, Hott Cornflakes Communications

2. Sell it, baby! The point of a marketing message is to get the reader to take some action: renew membership, buy a product, enroll in a class, attend an event, etc. A good marketing message tells the reader HOW to take that action. But before you can get him to take that action, you must ENTICE him with your writing.

3. 5 Steps to Great Marketing Creating a good marketing message isn’t hard. You can do it in five steps: 1. Create an enticing headline. 2. Write with simple language. 3. Keep writing focused. 4. Write with efficiency. 5. End with a “call to action.”

4. 1. Create an Enticing Headline. You typically have only 3 seconds to grab readers’ attention and make them want to keep reading. You do that through your headline. It’s a CRITICAL part of your message. Try different types of headlines, such as …

5. Choose a Headline Type  The How-To Headline: “How to find new customers”  The Question Headline: “Are you worried about your future because of the recession?”  The Command Headline: “Learn how to define and understand the basics of marketing and communications”  The Direct Headline: “Free instruction manual on setting up a scaffold”  The Indirect Headline: “Choosing appropriate flowers for your sweetheart”  The News Headline: “The exclusive story on corruption among NYC window washers”  The List Headline: “10 Reasons to attend the SIA Convention”  The Testimonial Headline: “Hydrotech was a great help to prove our commitment to the environment.”

6. 2. Write With Simple Language  No buzzwords/jargon. Speak plainly about your product or service. If some technical vocab is necessary, use it sparingly.  Get to the point. Even sophisticated readers will become impatient if your message doesn’t get to the point quickly and efficiently.  Keep sentences short and precise.

7. 3. Keep Writing Focused Understand your target audience. That’s the first step to keeping your writing focused. Think your audience is obvious? Maybe not. Try writing down the key demographics: Average age, sex, education level, responsibility level, income level, etc. That person is the one you will tailor your message to. To get them to respond to your offer, you must understand them, their needs and their wants.

8. Other tips to keep writing focused:  Present one idea per paragraph. Don’t overwhelm the reader with too much information at once.  Entice the reader. Gently steer him by offering one point at a time.

9. 4. Write With Efficiency.  Deliver maximum impact with minimum words. To do so: Have a plan (an outline) before you begin writing.  Don’t dilute your message with extraneous words. Eliminate words or sentences that don’t directly explain or add value to your message. Doing so will make your message more powerful and compelling.

10. In other words: KISS: Keep It Simple, Stupid  State what you are offering.  Identify the problem it will solve.  Describe benefits (rather than features).  List the price.

11. 5. End with a “call to action.” Good marketing copy demands readers to act and tells them how. The call to action is probably the most vital single component of your entire message.

12. Your call to action should:  Clearly identify the next step the reader will take to learn more or move closer to the sale.  Use strong, active language that is tight and focused— not wishy-washy, long- winded, or vague.

13. “Hurry! Call Now!” Communicate a sense of urgency. Your call to action should tell readers what you want them to do right now. Don’t say, “Click Here.” It gives them the option to come back later (if ever). “Buy Now” or “Add to Cart” are stronger and will get more immediate action. Remember: People tend to be reactive rather than proactive. They will respond only if you tell them what to do.

14. Need Professional Help? Contact: Gina Kellogg, CEO Hott Cornflakes Communications 913.648.8753 hottcornflakes@kc.rr.com www.hottcornflakes.com