McIntosh Marketing Blog

You may have never heard of John Caples, but the biggest name in advertising history, David Ogilvy, considers him to be the author of the most useful book Mr. Ogilvy had ever read on the subject. In fact, it just may be the best book ever written on the fundamentals of copy writing meant to sell. That archetypal book is entitled, Tested Advertising Methods, which is now in its fifth edition.

While it is quite a complete read, and at times can become quite technical, chalk-filled with facts based on rigorous market research, it truly has elevated itself into a timeless reference bible for anyone desiring to improve their writing skills. The business world will alway be pining for the writer that can convince readers to become ardent followers and paying clients.

Many professional bloggers, SEO writers and website content writers are constantly trying to improve their writing abilities, procuring more work as a writer or blogger, as well as having their work being found on the internet. The basics are timeless, no matter the medium in which they are transmitted.

So influential was the work of this direct marketing pioneer, that still today there is an award that is given in his name. The John Caples International Awards, honoring the best in direct and interactive marketing around the world, was founded in 1978 by Andi Emerson. With international chairs in 50 countries, it is funded by industry agencies, clients and suppliers. Moreover it is avidly supported and run by industry volunteers and is judged by more than 100 active, senior-level, international creative professionals. Between 200-300 creatives and marketers from around the world attend the annual dinner and presentation each and every year.

As more and more companies adapt to the new internet marketing tools and technologies, gifted writers who can move people into action will always be in high demand. Obtain for yourself this perennial reference book and let me know how it is transforming you as a writer and  a blogger.

Let’s admit it, there are times that no words can describe something. This is a blogging nightmare, or for that matter, the ageless curse of the writer. As a blogger, consider adding video production to your skill sets. Or at least, befriend someone who does posses video making and editing abilities.

Maybe your next purchase should not be an iPad or new Mac, but a flip camera. Maybe you need to expand your horizons as a purveyor of original content, by being, well . . . . . original.

It is time to become a vlogger, while not losing your blogger essence. There may be a few times when you may have to become a vlogger. After you see this video, you will understand what I mean.

I have noticing a current trend in several online marketing books and blogs that I find dangerous. The idea is that your blog or article has to be only informational and does not need to sell. This is misleading and not based on historical or statistical fact.

Of course your blog post or your article has to educate. But if there is no call-to-action, then you leave a person lost, not knowing where to go or what to do. True selling is about solving a perceived or real problem and then directing your prospective client to DO something, so as to overcome, alleviate or solve that problem.

Whether through the pages in a book, or in person, having a rich background in sales always results in better writing, and this makes for a better company blog. Your selling skills establish not only a foundation for business acumen, but those skills will far exceed punctuation, proper grammar and descriptive adjectives in getting more people motivated to do business with you. Don’t get me wrong, writing skills will more and more be in demand. To maintain a steady stream of original content, one will have to have strong writing skills.

But nothing will ever replace the advantage of having been in the trenches and having to truly listen and understand another person’s problem, really get into communication and then to help them overcome their fears, ignorance or misconceptions to the end results of a closed sale. When one can really achieve that, added to great writing skills, you have the ultimate combination in any writer or blogger.

So many businesses are asking how to achieve improved marketing ROI on the dollars they are spending. And while talking about educating the masses and inspiring the tribe, any business person needs to see a return. Otherwise, the business will not last or the business person will lose interest and thus the blogger their source of income.

And what I say is not a matter of opinion. Check out the following experts in marketing and advertising, all of whom learned how to sell people, in real life, and all who went onto to build huge marketing organizations. All of these professionals were result orientated and that came from learning how to sell and close a sale.

David Ogilvy On YouTube

Sergio Zyman’s Website

Grant Cardone’s Site

I know what most are thinking right now, “A blog is not a web site.”

Yes it is. In fact, for small businesses and entrepreneurs a blog really is the most ideal format in which to have your web site. But more than that, a bog as your web site puts you in control of the most important battle in web marketing: Generating original and  relevant content.

Having spoken to hundreds of small business owners, entrepreneurs, Dr.’s and even those in direct marketing, I know that blogs are not fully understood as to what they are and their power. While most have heard the term and even read them from time to time, most have not really understood what they are and how they are in reality your most effective marketing and PR tool when utilized correctly.

A blog is a a web site, but with some added bonuses. Communicating often and with passion positions you as a thought leader, an authority in the field. Not only that, every time you blog you are casting more fishing lines into the sea of business opportunity. Maybe your next blog will not generate a sale directly, but it starts a conversation, opens the door to a potential referral, or even being quoted in a trade magazine. Blogs set you apart, and the more you do and the more articulate you become, you start to rise the above the others.And studies have shown that the more you do it, this builds a cumulative benefit in that search engines recognize an active blogger, and so you earn higher rankings.

The Blog is short for “Web Log.”  Blogs are independent journals that allows you to not only demonstrate your competence, but it also allows you to add pictures and videos. This is your single biggest opportunity to get your voice heard. In fact, it can be the very anvil in which you can shape public opinion about you, your service or product, or even trends within your industry. Why be a bystander, a mere spectator, when you can be an active contributor to the ideals opinions of what is being commented upon. Blogs allow you to do this better than anything else.

Blogs can be placed into your social media sites, such as Facebook. Versus making a comment, link from Face book right to your blog. This build credibility and drives traffic your web site and blog.

Probably the best place to start is WordPress.org. This allows you to start your blog on a free format that is highly SEO friendly.

Let blogging become a way of communicating, sharing your vision and thus garnering more attention and business.

Original content is king. For most of you this is nothing new; not at all a revelation.

But what I see very little of is the interfacing of blogs with social media; namely with Facebook. This became very clear to me the other day when I ran into a friend and we were talking about mundane stuff and she said, “Hey, I loved your blog post on Facebook.”

Without having to mention anything, she took the effort to mention it. She never commented back which can make a blogger think that no one reads their material or posts. Not true, to my chagrin.

While others talk about their mafia wars, farms and puppies, you can easily and rapidly position yourself as a thought leader. I can think of no faster way to help reinvent your brand, or at least your position within your market. Start blogging, and if you are already, then take the time to post these on Facebook.

Listening to the radio can sometimes pay off.

In listening to the success of Lisa, who started Hungry Girl, I was delightfully surprised to hear a key to her success; something we constantly preach at McIntosh Marketing: Original Content. While Lisa has a great idea, a wonderful message and coveys it so wonderfully on her web site, http://www.hungry-girl.com, she gained that by being an active web marketer and blogger.

With her blogging and her e-mails, she stayed true to her cause by constantly adding original content. As she commented, if you continue to do that, people will eventually find you. And now her book is a New York Times bestseller.

Many people have a dream and just as many have a blog and a web site. But so few are actively adding original content. This is also something that David Meerman Scott cites as to anyone’s success in his best-selling book, The New Rules of Marketing & PR.

Success comes to those who do the right things on a consistent basis. When it comes to web marketing and blogging, original content is a vital action to sustain.