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Marketing Quotes
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Marketing Quick Tips
Clearly, Concisely, & Quickly Communicate
- Steps 1 thru 4 -
Rosser Reeves, One Of The Great Advertising Minds of the early 1900's, said it best when talking about the advertising copywriter's fondness for writing flowery prose instead of straightforward copy that sells. Reeves gave this analogy:
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"Let's say you've got $1,000,000 tied up in your little company and suddenly, for reasons unknown to you, your advertising isn't working and your sales are going down. And everything depends on it. Your future depends on it, your family's future depends on it. Other people's family's futures depend on it. I walk into this office and sit down in this chair to write your advertising. Now, what do you want from me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the #!@%$*&#@! sales curve stop going down and start moving up?" |
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- Rosser Reeves |
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You've got to use plain talk to clearly, concisely and quickly communicate your point. It's essential to powerful marketing communication that you Say It Well. Use plain talk and you'll be well on your way to doing just that. Here's a short list of suggestions:
1. Use Plain Talk: Don't try to be an English professor. Write like people talk.
2. Use Short Sentences: The average should be about 17 words, 25 max. Don't try to stick two thoughts into one sentence. Use two short ones instead.
3. Use Simple Language: Use ...
... A familiar word instead of a far-fetched one.
... A concrete word instead of an abstract one.
... A short word instead of a long word.
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Instead of this ... |
Use this ... |
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Encourage |
urge |
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Prior to |
before |
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In the event of |
if |
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Along the lines of |
like |
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As to |
about |
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With regard to |
about |
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Acquire |
get, gain |
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In accordance with |
by, under |
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For the reason that |
since |
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In order to |
to |
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Likewise |
and, also |
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Supplement |
add to |
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Continue |
keep up |
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Nevertheless |
but, however |
4. Use Personal References: Examples would be things like - names, pronouns and human interest words. The best word you can use is YOU.
Quick Tips Index
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