Theme Marketing: Copywriting Technique #127

<h1>Theme Marketing: Copywriting Technique #127</h1>Author: <a title="Marcia Yudkin" href="http://www.articlesbase.com/authors/marcia-yudkin/3414.htm">Marcia Yudkin</a> One of the best-designed sales pieces I've received in years was a come-on for an MIT conference. Every panel implemented the metaphor of a deck of cards in both design and text. Bullets in the form of hearts, spades, diamonds and clubs and subheads like "This session provides you with all the aces you need" carried through the unified theme. After spending so much time exploring this piece, I figured the conference sessions would have something to teach me too, and I signed up. 
 
Another marketing piece, from CM Communications, Inc. of Boston, landed in my files because of its clever use of a tailoring theme. Headed "Getting the Right Fit," the three-panel brochure used a tape measure to illustrate subheads like "Don't Hem Yourself In," "Look for a Versatile Outfit," "Button Down Costs" and "S, M or L?" 
 
Well-executed themes get results in marketing because they reach beyond features and benefits to engage emotions as well as the intellect. In addition, they provide unity between words and graphics and thus become more memorable. Sometimes they involve a creative format too. 
 
Cindy Marshall, of Jefferson, South Dakota, used the theme of a police suspect file in a promo piece for Media Concepts, in nearby Sioux City, Iowa. The manila file, complete with a real-looking coffee stain, opens to fingerprints, Polaroid crime-scene items and a profile including "caught guiding unsuspecting clients in specifying advertising goals" and "known to be armed with state-of-the- art equipment." 
 
To select an effective theme, stay away from any you've already seen implemented in your industry. Play an old parlor game to spur your imagination: If your product, service or business were a fruit, which one would it be? If it were a song, which one would it be? If it were a communication medium, which one would it be? How about a feature of the landscape, a type of weather, a dessert, a bank transaction? 
 
Or, think about some general categories of phenomena that provide rich sources for themes: Nature; Technology; Hobbies; Relationships; Mythology; Popular Culture; Occupations; Common Problems. Sometimes a pun, such as in "A Hire Authority" for an employment firm, supplies an interesting metaphor you can build upon. Once you choose a tentative concept, brainstorm related ideas, such as for "shoot-out": holster; OK Corral; bad guys; sheriff; Wild West; trigger-happy. 
 
For maximum effect, a theme should be unexpected, such as "Setting Sail for Internet Profits" and yet sufficiently familiar so that visual elements like anchors and rudders and textual references to "catching the wind" and "calm seas" make instant sense. The theme should always be more concrete, picturable and commonplace than what you're selling. Otherwise you will have created an unnecessary mystery instead of a compelling sales piece. 
 
As with any marketing idea, test it out with people similar to your prospects to make sure it provokes a laugh or a nod instead of a "Huh?"About the Author: Marcia Yudkin is the author of 6 Steps to Free Publicity, Persuading on Paper and Web Site Marketing Makeover, and a seven-time Webby Awards judge. She teaches a 6-week course on no-hype copywriting for business owners and marketers; complete details: <a href="http://www.yudkin.com/copycourse.htm" title="http://www.yudkin.com/copycourse.htm" target="_blank"><a target="_blank" href="http://www.yudkin.com/copycourse.htm">http://www.yudkin.com/copycourse.htm</a></a>Article Source: <a href="http://www.articlesbase.com/">ArticlesBase.com</a> - <a href="http://www.articlesbase.com/marketing-articles/theme-marketing-copywriting-technique-127-122031.html" title="Theme Marketing: Copywriting Technique #127">Theme Marketing: Copywriting Technique #127</a>

One of the best-designed sales pieces I've received in years was a come-on for an MIT conference. Every panel implemented the metaphor of a deck of cards in both design and text. Bullets in the form of hearts, spades, diamonds and clubs and subheads like "This session provides you with all the aces you need" carried through the unified theme. After spending so much time exploring this piece, I figured the conference sessions would have something to teach me too, and I signed up.

Another marketing piece, from CM Communications, Inc. of Boston, landed in my files because of its clever use of a tailoring theme. Headed "Getting the Right Fit," the three-panel brochure used a tape measure to illustrate subheads like "Don't Hem Yourself In," "Look for a Versatile Outfit," "Button Down Costs" and "S, M or L?"

Well-executed themes get results in marketing because they reach beyond features and benefits to engage emotions as well as the intellect. In addition, they provide unity between words and graphics and thus become more memorable. Sometimes they involve a creative format too.

Cindy Marshall, of Jefferson, South Dakota, used the theme of a police suspect file in a promo piece for Media Concepts, in nearby Sioux City, Iowa. The manila file, complete with a real-looking coffee stain, opens to fingerprints, Polaroid crime-scene items and a profile including "caught guiding unsuspecting clients in specifying advertising goals" and "known to be armed with state-of-the- art equipment."

To select an effective theme, stay away from any you've already seen implemented in your industry. Play an old parlor game to spur your imagination: If your product, service or business were a fruit, which one would it be? If it were a song, which one would it be? If it were a communication medium, which one would it be? How about a feature of the landscape, a type of weather, a dessert, a bank transaction?

Or, think about some general categories of phenomena that provide rich sources for themes: Nature; Technology; Hobbies; Relationships; Mythology; Popular Culture; Occupations; Common Problems. Sometimes a pun, such as in "A Hire Authority" for an employment firm, supplies an interesting metaphor you can build upon. Once you choose a tentative concept, brainstorm related ideas, such as for "shoot-out": holster; OK Corral; bad guys; sheriff; Wild West; trigger-happy.

For maximum effect, a theme should be unexpected, such as "Setting Sail for Internet Profits" and yet sufficiently familiar so that visual elements like anchors and rudders and textual references to "catching the wind" and "calm seas" make instant sense. The theme should always be more concrete, picturable and commonplace than what you're selling. Otherwise you will have created an unnecessary mystery instead of a compelling sales piece.

As with any marketing idea, test it out with people similar to your prospects to make sure it provokes a laugh or a nod instead of a "Huh?"

Marcia Yudkin is the author of 6 Steps to Free Publicity, Persuading on Paper and Web Site Marketing Makeover, and a seven-time Webby Awards judge. She teaches a 6-week course on no-hype copywriting for business owners and marketers; complete details: http://www.yudkin.com/copycourse.htm

Rate this Article:

0 / 5 stars - 0 vote(s)

Re-Publish

Article Source: http://www.articlesbase.com/marketing-articles/theme-marketing-copywriting-technique-127-122031.html

Article Tags: Sales, Marketing, Sales Letters, Promotion, Brochures, Copywriting, Persuasion, Techniques

Related Videos
Related Articles
Ask / Related Q&A

Play

Using a Chatroom As a Sales Tactic

Play

Learn about Marketing and Sales Effort in Business

Play

Marketing Tips: Marketing Tips: Guarantees And Returns

Play

Marketing Secrets: Features Vs Benefits

Play

Copywriting Tips: Unique Sales Position

Latest Marketing Articles
More from Marcia Yudkin

Promotional Christmas Gift – PGA Tour Golfing Gifts (part two of two)

By: Dan Toombs | 12/11/2009
Following on from part one of my article on PGA Tour golfing gifts, I would now like to introduce you to six more popular branded golf gifts. Unlike a few of the products mentioned in part one, these can all be branded with your logo and details. Golfing gifts are among the most popular promotional Christmas gifts. If you have customers that golf, you will want to learn more about the spectacular gifts mentioned in the article. As before, all of the gifts come branded with the PGA Tour logo.

Brand Management: A science and an art too!!

By: Konica paul | 12/11/2009
e are more or less aware of the term Brand and most of us are also very much brand conscious. When we go out to buy toothpaste or a toothbrush, washing powder or soap, we tend to prefer a few brands over the other. But most of us are not that much familiar with the term Brand Management.

Why you should reward your best dental patients

By: Emaildocs | 12/11/2009
It started in a major way with frequent flyer miles. Now, patient reward programs are everywhere.  For dentists, there’s good reason to jump on the bandwagon. The proof is in: Rewarding your best patients will increase your sales and open the door to those coveted referrals.  It’s well-known that repeat customers are a doctor's best customers. So it makes sense to reward them for their loyalty.

Grow Your Dental Practice Using Email Marketing

By: Emaildocs | 12/11/2009
Email addresses are gold for your business. Without them, you don’t have a ready and willing audience for the email marketing campaigns necessary to market and grow your dental practice and boost revenues. No matter what specialty you perform, you should collect email addresses for everyone who walks through the door.

When — and how often — to send emails

By: Emaildocs | 12/11/2009
Most of us at one time subscribed to a newsletter or a blog only to be inundated with emails trying to sell us something — again and again and again. The solution? Hit the delete button. Better yet, the spam button. Email marketing is big business. And it can mean big business for your dental practice.

Online Shpping Mall

By: Jaininder Kumar | 12/11/2009
The major advantage of going through online shopping malls is that you can shop at your leisure. Shopping online leaves much more relaxed time to spend with your family, which in today's world is much harder to do. Why go through that nerve wracking times going to a conventional mall when you can do it anytime in a week. Online shopping has become the most popular way to shop now days. Often times you will find better prices doing it this way because there are fewer overheads. A portal On

Promotional Christmas Gift – PGA Tour Golfing Gifts (part one)

By: Dan Toombs | 12/11/2009
Even if you are not a golfer, you will no doubt have heard the name PGA Tour. PGA Tour have launched a new range of top quality promotional gifts that you may find of interest. If you have customers that golf, you are bound to find the perfect Christmas gift for them here. Following, I would like to introduce 7 fun gifts for your golf loving customers.

Marketing for B2B Company - Picking Your First Customer

By: Bill and Joann Truby | 12/11/2009
Your B2B company has just developed a new product and is trying to find its first customer. Should it be a large, a small business or a medium size company? While each has its own advantages, the general answer is medium size. To understand why, let us review which of these three groups has influence over your business and pick the one that has the least of it.

Not an Expert? The 5 Best Information Publishing Options That Leverage What You Do Know

By: Marcia Yudkin | 01/11/2009 | Writing
"I don't feel right charging more than I already do," my sister told me once. "Ninety percent of what I tell clients is just common sense." I looked at my sister in amazement. She's a real estate attorney. She graduated from law school, passed the bar exam in two states and...

The #2 Most Common Mistake in Naming a New Company or New Product

By: Marcia Yudkin | 17/08/2009 | Marketing
Most of the time, business owners and organizational marketers look for a new company name or new product name that seems to get the job done. That's unwise because they don't take the time to think about possible shortcomings of the name they settle on. Instead, those shortcomings emerge over...

Top Mistake #1 When Naming a New Company or New Product

By: Marcia Yudkin | 17/08/2009 | Marketing
Bear with me, because when I tell you the number one mistake people make when selecting a name for their new company or new product, you are going to be surprised. Ready? The top mistake in choosing a name is deciding on the name you like best. That very obvious-sounding strategy...

Must a Great Business Name Be Short?

By: Marcia Yudkin | 16/08/2009 | Marketing
Look around the Internet, particularly at blogs written by high-priced naming consultants, and you'll find a lot of rules about what makes for a great business name. Some of these are pure nonsense. They're not observations but opinions - shaky opinions, too. For example, some naming consultants claim that a great...

Five Hidden Pitfalls When Naming Your New Company or New Product

By: Marcia Yudkin | 26/07/2009 | Marketing
You're exhausted from several rounds of brainstorming and finally pick a name that seems to convey what you want to say. Your legal eagles clear it, and you start incorporating the name everywhere - on the web, on T-shirts, on stationery and business cards and in correspondence with potential...

Five Dangerous Myths About Naming Your Company, Business, Product or Service

By: Marcia Yudkin | 23/07/2009 | Business
I'm not sure why, but naming a new business or product trips up a lot of otherwise smart, level-headed entrepreneurs. Here are five dangerous myths that can send your naming process straight to nowheresville or even to hell. Myth #1: The name "will just hit me" when I come up with...

Information Products: The Limits of Repurposing

By: Marcia Yudkin | 20/07/2009 | Marketing
Today I visited the giveaway page of a group promotion and have a lesson to share about do's and don'ts in reusing previously created material for purposes such as this. Simply put: Make sure reports and recordings present you in the best possible light to first-time readers or listeners. Don't...

Avoid These Six Deal-Killing Mistakes When Approaching a Potential Joint Venture Partner

By: Marcia Yudkin | 20/07/2009 | Business
Like many highly visible marketing experts, I receive five or six joint venture proposals every week. Most of these I know are a "no" within 10 seconds flat. Why do people go so wrong in approaching a potential joint venture partner? Perhaps they just haven't thought it through from the...