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Pay for great writing.

Kim McMullen
Flipside Insights

If you want your marketing to resonate with your audience, to incite action, to increase sales, to actually w-o-r-k, hire a writer. A really good writer. A professional writer. A writer who knows syntax and has read the Elephants of Style cover to cover, thrice. A writer who knows how to transform complicated information into digestible nuggets of delicious benefits, and who gets (like truly, deeply understands) you, your company, your marketing objectives, and, most importantly, your audience.

Time and again, when budgets require a slash here and there, Marketing Directors take it first and foremost from copywriting. Often with the lazy defense: “I’ll just write it myself.”

Do not write it yourself.
Do not write it yourself.
Do not write it yourself.   

It’s a common misconception that a great design can carry a campaign. It can’t. It can attract attention, sure. It can pique curiosity. But if it can’t connect with the target on an emotional and authentic level, then it’s a really nicely designed pile of crap that will not increase sales, will not improve brand awareness, and will not make you look good when you present ROI charts to the boss.

No matter how cool the design is or how innovative the media selection is, if your marketing materials cannot articulate clearly what the heck you’re selling and why the heck your target should care, then you’re just spending money on glitter, baby. And glitter is annoying. It is also very very forgettable.

Kim McMullen

Kim gets up before the sun, drinks green juice on conference calls, says Bam! when she's proud of the team, and solves marketing challenges on mountain tops.

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