Conversion Copy | Content Creation

Category: Consumer

Show or Tell?

The real power of a good brand story is that it communicates an idea in an emotional way. Listeners immediately get your message and if the story is good, they internalize it and may even share it with others. For example, you can tell your customers that you provide outstanding customer service. In fact, many […]

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Does Car Advertising Have To Be Bland?

Last year, automotive companies spent more than $20 billion dollars on advertising. And what did they get for all that cash? Endless shots of sports cars speeding through S-turns, SUVs bouncing up rocky trails or through deep snow, and pretty cars posed in gleaming show rooms. And interior shots of polished wood panels, cool-looking dashboards, and […]

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From Negative to Positive—It Only Takes a Story

It’s a question many marketers face: what do you do when your product isn’t perfect? Even worse, what do you do when your product has characteristics that make people turn up their noses? Or opt for a competitor? Answer: Use a story that turns the negative into a positive. I’ve written before about Buckley’s Cough […]

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Nike—A Consistent Brand Story

When it comes to telling a brand story consistently over time (and by time we mean decades), very few brands do it as well as Nike. Their most recent ad, “Say Boom” is just another chapter in a compelling brand story about the joy of sports and game changing moments. Check it out:  

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The Secret to Groupon’s Success?

Groupon is a great idea and a very successful company. In a little more than a year, it has grown to more than $400 million in revenues. It has local websites offering deals in more than 100 U.S. cities from Akron to Winnipeg and more than 20 other countries. Hundreds of thousands of customers subscribe […]

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Friday Inspiration—Rory Sutherland

Just a short TED video to give you something to think about. This one is from Rory Sutherland (yes, I know it’s been available for quite a while and you have probably already seen it, but just in case you haven’t, it’s today’s Friday Inspiration). Mr. Sutherland talks about how changing perceptions is a critical […]

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Four Ways Customers Use Brand Stories

By now you know your brand needs a story. But how do your consumers, employees, and other stakeholders use that story? Here are four ways that the people engaged with your brand might use yours: Brand stories as mission statements. This is generally how most of us think about the narratives we use with our […]

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Brands, Consumers, And The Stories They Tell

A big misconception held by many brand managers is that their product or brand needs a compelling story that consumers will adopt as their own. The idea goes like this: Nike tells a powerful brand story about athletic accomplishment, which is summed up with their tagline: “Just Do It”. This idea is retold over and […]

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Not All Products Need a Brand Story…

But that won’t stop them from trying. Take canned tomatoes. I buy Hunt’s Canned Tomatoes instead of Del Monte Canned Tomatoes. Why? Let’s just say it has nothing to do with either product’s Facebook page or twitter feed. (Yes, they’re both on FB.) But is there really a difference between these products? Both are cans […]

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Finding a Brand Voice—Miller High Life

Finding a brand voice is hard. Really hard. But there are brands that do it well (at least for awhile). Apple. Mini Cooper. The Economist. Every time you see a marketing effort for one of these brands, it’s as if it were created by the same person that did the last one. Different execution, same […]

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