MYTH #1: Google is On My Side
Any of us who are responsible for getting exposure for our clients has become quite familiar with Google these days. All the many dozen websites we create each year are “optimized” with the right words and phrases, so those searching Google can find our clients.
Content of ads, websites and Social Media all pay attention to the current demands of Google search. And it works!
It works, but it’s not FREE. This kind of initiative takes time for research, wordsmithing and smooth execution. It costs a bit, but it works. Google needs it to work, to keep those eyeballs viewing its search engine.
Now there’s a whole ‘nother side: Google Ad Words.
Here the tables are turned. Google Ad Words work, but the basic premise is upside down. With Google Ad Words we are “bidding” against our client’s competition for the same set of words and phrases. The more we bid, the higher our client places in search. All the competition has to do to rank higher is outbid us by a few cents. As this keeps going, cost shoots up and efficiency shoots down.
So don’t buy into the myth that Google is on your side.
If you’d like some strategies that can tip the deck back in your favor, give us a call.
MYTH #2: Print Media is Dead
The photo you are viewing above is one of our favorite print ads.
Maybe you’ve seen it. With all the options for target ads on the Internet and social media, these days it’s remarkable that print ads are still a thing.
Let us fill you in on a little secret. People still read. People still subscribe to magazines, and sometimes even newspapers. Yachters read yachting magazines. CPAs read financial magazines. Sports fans still peek at the Swim Suit issue of Sports Illustrated. Frequent flyers read nearly every page of the in-flight magazines.
Know this: print is not just alive, it’s thriving.
Also know this: the Fusion creative team is highly skilled at creating compelling print campaigns, with words and pictures that just don’t go out of style.
MYTH #3: A Good Website is Enough
Does your hairdresser or barber have a website? Most likely, yes, as does every neighborhood Bistro and Bar.
Most medium and small businesses are tempted to stop right there, at the website. BIG MISTAKE!
For most medium-sized business, the website is the equivalent to your answering machine message. It can provide the facts, the hours, the location, but it can’t make a friend or romance a new customer.
Over the years and with more than 100 websites under our belts, we have innovative ways to take the basic business website to the next level. The differences are subtle, but significant.
If you think your current website could be doing more for your business, give me a call. I’ll have our digital and creative team provide a free Ten Point Review on how to improve its performance.
MYTH #4: My Niece Spends All of Her Time on Facebook!
From pre-teen to Granny, everyone is a Facebook expert these days. No medium in modern history has racked up as engaged a readership as Facebook has. Heck, even the Russians love it!
The issue we see these days—as businesses are wading into the Facebook ocean—is lack of depth and experience. Facebook ads and content placements for business are serious business, backed by a suite of highly sophisticated analytic tools.
A Facebook campaign can have a positive impact on your business, but for it to work, you need to approach it with the same seriousness you would launch a campaign in The Atlantic or the Wall Street Journal.
When it comes to business, Facebook is not a playground.
We know the rules, and we’d be pleased to help. To learn more about initiating a professionally managed campaign, simply respond to this email.
Of find us on Facebook and give us a shout-out. In no time you could see actual grown-up business people on your side as you rack up measurable results.
MYTH #5: No One Reads the Copy
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.”
Those few well-chosen words by the renowned 1960s ad-man, David Ogilvie, created one of the “most read” magazine ads in modern history. The advertisement was packed with more facts about the engine, the fit, and finish. Automobile fans couldn’t get enough.
Even today in the era of Tweets, 20-second sound bites, and video clips, people will still listen when you have something interesting to say.
They listen when the message is about them more than you.
They pay attention when you share something “sharable” they don’t know.
They listen when you shock, surprise or amaze them.
We have built our reputation on great storytelling. Moreover, right here and now, I’ll give you the secret to our success: we listen before we talk.
If you’d like to breathe some new life into your company’s story, give me a call, and I’ll get our Award Winning writer right on it!