Michael participates in our monthly Wizard of Ads LIVE webinar. Last week, Michael asked for a method that would let him create fewer leads, but better leads.
I responded by telling Michael that broad targeting can be done
geographically by zip code,
financially by income,
demographically by age and gender, or
psychographically by targeting specific “personas” derived from affinity groups and previous purchase histories.
Anyone who knows anything about targeting already knows those things. But then I told Michael what few people know:
“The key is to make sure that your leads are coming to you for the right reason. You want them to be coming to you for that thing you KNOW you can deliver better than anyone else. If they’re coming for any other reason, it’s a lower quality lead. The key is to target through ad copy. The key is to use brandable chunks.”
We’ve spoken about brandable chunks before but I didn’t give you a clear explanation.
Ray Smith asked, “How is a brandable chunk different from a slogan, a tagline, or a positioning statement?”
I said, “Slogans and taglines are usually white noise, adspeak, something you wish people that would believe even though they probably won’t. But a good positioning statement differentiates you from your competitors in a meaningful way. The problem is that positioning statements are usually about the BIG picture. They tend to be all-encompassing, relating the totality of your company to the totality of your competition. A brandable chunk is a memorable, micro-positioning statement about JUST ONE ASPECT of your business. Consequently, you can easily have a dozen or more meaningful, brandable ‘chunks’ of highly memorable message.”
Brandable chunks are memorable, micro-differentiators. They are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
Brandable Chunks:
1. create vivid mental images.
2. employ unusual word combinations.
3. communicate features and benefits succinctly
4. have meter (rhythm) so they tumble off the tongue.
If you have the discipline to repurpose your brandable chunks in your web copy and through your face-to-face and voice-to-voice communications, your brandable chunks will bring your advertising, your web presence and your customer experience into perfect alignment. Your brand identity will be strengthened and your close rate will rise. Your customer will finally see you in 3D.
We’re now going to lift some brandable chunks from a couple of better-than-average radio ads that I’m told are working quite well for a business in Michigan:
TIME… IT’S THE MOST PRECIOUS THING YOU CAN GIVE SOMEONE. SPENDING TIME WITHOUT CELL PHONES, VIDEO GAMES OR ELECTRONIC DEVICES IS EVEN MORE PRICELESS. GRAND RIVER BAIT AND TACKLE WANTS TO KNOW IF YOU’VE BEEN FISHING YET…AND… WHO TAUGHT YOU HOW TO FISH? IT’S AN EXCELLENT WAY TO SPEND TIME WITH SOMEONE. STOP IN TO GRAND RIVER BAIT AND TACKLE AND BE READY TO FISH. THEN, GO OUT TO THE WATER AND LEAVE DISTRACTIONS BEHIND. YOUR MEMORIES START AT GRAND RIVER BAIT AND TACKLE IN OLD TOWN… LIKE ‘EM ON FACEBOOK. GRAND RIVER BAIT AND TACKLE… REEL EM IN!
Here’s the shorter, tighter ad we refined from it:
Time…it’s the most precious thing you can give someone.
Especially if you make sure it’s uninterrupted.
No cell phones. No video games. No electronic devices.
Just a tackle box and a couple of fishing poles. And time.
Grand River Bait and Tackle believes there’s no time like the present, and no...
