“Technology That Works” is the tagline for True|IT, a business technology company in West Fargo, N.D. When the company needed messaging strategy, website content and marketing material copywriting that works, it turned to Fredricks Communications. Check out the new True|IT page in the “my work” section.
Everyone asks the question. “What’s it gonna cost?” for <this or that advertising, marketing or public relations service>?”
Few are ever happy with the answer – “That depends.”
But it’s the most honest response, even if it is lacking precision.
Asking a creative firm, “How much is it going to cost to get a (your need here),” is like asking a construction company, “How much is it going to cost to build a bridge over the Red River?”
Neither the creative agency nor the construction company will be able to provide a reasonably accurate answer before finding out precisely what you want to get done and defining the scope of the work it’ll take to get you there.
A colleague recently gave the best answer I’ve heard in nearly two decades in this business:
“Somewhere between affordable and optimal.”
I understood precisely what she meant.
Ask me the question, and I’ll ask you a bunch more. We’ll talk. We’ll hash over the big picture. We’ll go back and forth on the details.
I’ll recommend advertising, public relations, online marketing, blog posts or a combination of those and a bunch of other communication tools, whatever I believe will build the best bridge between you and your customers or prospects. Then I’ll tell you what it’s going to cost. The number will be somewhere between affordable and optimal (good-better-best, anyone?), and I’ll stick to it, no matter how much time it takes me to do the job well.
Learn more about FredComm pricing.
One of the most underrated skills for a writer – especially a marketing copywriter, content creator or PR specialist – is listening.
Marketing copywriter, how can you help sell a business, organization, product, service or cause if don’t fully understand it? You can’t.
Business or organization owner, manager or leader, how can you effectively sell your product, service or cause if your copywriter, content creator or PR specialist doesn’t understand what you have to offer your target markets? You can’t, either.
You need to get down to answers to these questions, and I mean Get Down!
To craft answers to these questions and create a messaging strategy that compels your target markets to action, your copywriter, content creator or PR specialist first needs to listen. They need to do it:
As for you marketing copywriters, here are 10 things you should do when gathering information:
So, listen…
Copywriter, content creator or PR specialist, if you aren’t doing these things, start. Business owner or organization leader, if the person crafting your messages isn’t interacting with you and your staff this way, find someone new.
I am a proud member of Creatives for Climate (C4C), a not-for-profit and global network of thousands of professionals committing their creativity to driving positive impacts. C4C membership includes a commitment to avoid work with fossil fuels clients.
Fredricks Communications is a proud signatory of the Clean Creatives pledge to eschew work with fossil fuels companies and organizations. We’re a movement of advertisers, PR professionals and clients cutting ties with fossil fuels to fight climate change. Join us today!
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