Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

Art vs. Results

My recent article about “How to Find and Hire a Professional Writer” is directed at copywriting and commercial writing, where the goals are to increase traffic, leads, prospects, brand perception, and sales.  The goal isn’t art.

Although we use similar techniques that artist’s use, the content that copywriters create must focus on driving results. It may in fact be quite artful, but it may not. A couple of examples:

One of my productions, “Everyday Heroes and Leaders” brings tears to the eyes of the audience quite often – especially the police, fire, and military crowd.  It has an “art” feel to it.

I believe the best commercial messaging in all media types has an emotional appeal as the primary tool of persuasion.  Logic kicks in after the emotion driven decision is made, usually to justify the emotional decision… a truism about almost all commerce.

But the goal was not art. The goal was to use the devices that artists use to change the perception of the Motorola brand in the business and government sector from a two-way radio technology company to a full-service communications company – that helps people work together.

You can see the spot on my portfolio here:

http://www.rmichaelbrown.wordpress.com/2010/05/02/everyday-heroes-leaders/

The campaign was so successful that the Business and Government Division was the only profitable Motorola division during the tech wreck before and during 9/11.

An example of less artful content is what is usually offered in direct response/direct mail sales letters. The wording still entices the emotions, but maybe not using techniques that appear to be art.

Again, the goal of the language is to drive results. The language might be artfully used; but, it doesn’t appear that way when you read it. You know they are trying to sell you something.  It’s obvious.

I’ve learned to use fictional techniques, 3-act plays, etc. in non-fiction, news, and marketing.  But I wouldn’t call what I do art.  I’m informing and selling stuff.

Mark Twain, Michael Shaara, and Somerset Maugham – that’s art.

My world is about the goals. The math is more important than the feelings and entertainment.  Clients pay me to bring them more traffic, leads, prospects, better brand perception, and sales.  If I create something that looks and feels like art or entertainment, and doesn’t do what they pay me for, they won’t be clients for long.

I hope that makes what I meant more clear. What do you think?

Filed under: Advertising, Branding, Content Development, Content Marketing, Marketing Measurement, Print, Public & Media Relations, Reputation Management, Video & YouTube, Writing, , , , , , , , , ,

Marketing Works Today

This blog is to help you learn how to connect with customers. The goal is to show you how to get the most qualified leads, traffic, relationships, and sales for the lowest cost/customer. I'll write and aggregate content that relates to the goal. You're welcome to subscribe, comment, and post. Send me your news tips!

What’s In A Title?

I've had a lot of titles [Director of Marketing, Communications Director, Advertising Director, Multimedia Producer, Managing Editor, Reporter, Copywriter]; but, I approach every project as a digital producer... what does the audience need and how can I deliver it most effectively and for the lowest cost?

Sometimes I write with pictures or video, sometimes with words. I always keep the goal in mind: sales, leads, traffic, a better brand image or awareness, or just a really good story, etc.

Yeah I create content for money. But you'll see from my background that I'm way better at making money for others than I am for myself.

I wish I had 1%. I'd be surfing with my kids all the time now.

Contact me and I'll make some for you.

Mike Brown
www.BrownLtd.com
MikeBrown@BrownLtd.com

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I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). Contact me to create your campaign! MikeBrown@BrownLtd.com

R. Michael Brown
Marketing Consultant, Public Relations Consultant, Freelance Writer: West Palm Beach, Florida

"I help organizations increase sales, and pump up the value of their brand, using media, for the lowest cost per customer."

Digital Marketing and Public Relations consultant, writer, and producer with over 20 years experience launching brands like DiVosta Homes, IBM Multimedia, Nextel, Motorola business and government sector, and SunFest Jazz Festival.

MikeBrown@BrownLtd.com
561-756-1674

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