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07/02/2004: "Selecting the Right Market --- It's Not the Copywriter, Stupid. Duh of the Day."

I'm always amused at clients who seem to think they know what they should do to market their products or services. For example, I had a client recently who wanted some spots written for a Christian radio station. Now there's not a thing wrong with that. But to make that the main advertising method is sure death.

In this particular case, the backbone of their marketing should be direct mail. Then they should do print ads and then radio. Of course, it goes without saying they should do online as well.

Now for different businesses, the marketing needs will be different. In some cases, radio may be the backbone but in most cases, it is not. Radio is important. And I love to write and produce radio. But it should seldom be the main thrust of a marketing campaign and certainly a Christian radio station should not be the main hope of a main stream business.

So my point is, get a professional to to do a marketing strategy or at least to help you plan your marketing and advertising. We copywriters and marketing consultants don't like our clients to fail. For one thing, when they do, they blame us when the fact is, they put their money in the wrong marketing --- not the wrong writer.

But even as I say that, I know that people are lothe to blame themselves so they have to find someone to blame. It's the copywriter --- stupid. Duh of the Day.