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Daily SEO copywriting candy: When weird marketing is good…and bad

March 17, 2009 • posted by Heather

Candy chickensAm I the only one who thinks that the latest Burger King ads are a little…well…disturbing? Subservient Chickens? Whopper Virgins?  At the same time, a good campaign gains sales and mindshare – and sometimes the weirdest ideas have the most legs (after all, who doesn’t remember the “Where’s the Beef” ads of the 80’s?)

It’s one thing to create a unique and edgy SEO copywriting campaign that’s ripe for viral marketing goodness. It’s another to create a campaign that backfires, leaving you with a reputation management mess (and no sales.)  Here are some top good and bad examples from today’s headlines:
 

  • Remember the Motrin Moms snafu? Motrin wasn’t the only brand to get slammed in the search engines, Twitter and blogs – there have been many other companies who crossed the line from cute into insulting. Check out iMedia Connections list of the most offensive campaigns.
  • 300,000 YouTube hits in just two weeks? Who knew that a mounted talking fish could gain such a following? Learn what made McDonald’s Filet-O-Fish advertising a (weird) viral sensation.
  • The holy grail of wacky marketing is to not only attract new customers and build brand awareness – but also create a new profit center. No-one does this better than the folks at BlendTec, who created the WillItBlend.com site. With over 100,000 YouTube subscribers, a huge increase in blender sales and a new profit center – advertising and DVD sales on the WillItBlend.com site – these guys have mastered monentizing the wacky and wonderful. Learn more from Tipping Point Labs.

Today’s SEO copywriting challenge: How can your company think out of the box and do something a little different?  Maybe a new PPC campaign?  Or you could test a Web page to see if a new tone and feel worked for you. Sometmes, going outside the norm can net some fantastic results.

Filed under Daily SEO copywriting candy, Marketing strategy

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Has your SEO copywriting strategy changed with the times?

June 2, 2008 • posted by Heather

The economy has shifted. Has your marketing message?

In today’s learned helplessness, recession-mindset economy, some business owners are moaning, “People just aren’t buying. There’s nothing we can do.”

The reality is that companies (and individuals) are buying products and services every second of every day. However, the marketing message that worked a year ago may not be applicable now. When money is tight, prospects want to know they’re getting a good deal (read: value) from a company they like and trust. Additionally, your prospects may have different objections than even six months ago – objections you need to overcome if you want to make the sale.

Although this article is written for salespeople, the principals apply to Web site sales copy – and how we all need to look at our messaging a little differently.

How has your company changed messaging (or developed new content) this year?

Filed under Commentary, Copywriting, Direct reponse copywriting, Marketing strategy

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