1. TIME FOR THE GORILLA?
Pardon? Yep, gorilla. Who remembers that advert by Cadbury’s? Let’s check it out again. It was inspiring. A true original. It latched on to feelings, resonated with a generation that grew up on that song. But, I mean… it was bonkers, am I right? Who thinks I’m wrong? You should. It worked for a three key reasons: it grabbed attention; it knew its audience and struck a chord with them, who knew that song inside-out, and it applied the KIDS principle (yeah, I made this one up, see below).
One of the things I like most about this one in particular is that it flies in the face of the vast majority of marketing textbooks… Where are the benefits of the product? What’s the core message? How did it work so well if it didn’t have these things? Aha! It did. The core message was sensation, feeling. The fact that if you buy the product, it’ll take you back to better times, it’ll give you that little bit of joy. A true benefit, not a feature. How impressive to be able to convey that with almost no text in the advert. And it was such a different approach to what the company had put out previously. But this also then brings me on to what happened next.
A dirge of copycat attempts by other companies, mistaking the advert and its delivery of its core message for something which was just brilliantly quirky. People love animals and crazy stuff, so let’s just do that and it’ll work, right? No, my friends, just no. Borrow the logic, fine, apply that according to your product or service, but don’t copy something if you don’t understand why it worked so well. It’s not about copying things that work. It’s not about doing something just because it’s quirky and unexpected. It’s about understanding your audience, delivering your core message in a different way and sticking to real benefits.
2. SO WHAT?
This is a very easy trap to fall into, believing the features that are being promoted are the benefits. And you see it a lot in marketing collateral. Heard of ‘sell the sizzle, not the sausage’? Same thing. It’s about concentrating on the real benefits of your products or services, how they will impact on your prospects, not just what they are.
This can be trickier than you might think, one main reason being that it is difficult to critique your own work. But here are a few examples which might help you on your way to a more benefit-laden approach…
- Ask yourself ‘so what?’’ You have ‘over 1,000 casino games’. So? Why does this matter? How will it make players feel? Maybe you have ‘over 1,000 casino games from the very best providers, giving you more ways to win with every play’ instead.
- Does it fix a problem? You have ‘a variety of cash-out choices’. Who cares? What does this really mean? How about the fact that you have ‘a variety of cash-out choices, so that you’re not left waiting to get a return on your bet’.
- Dig deeper. Sometimes, features sound like benefits simply because they’re used as a positive value-add, but you can do better than that. So you have ‘free bets with first time deposits’. Why is that a good thing? How about the fact that you have ‘free bets with first time deposits, so you can see why we’re the right choice for your wagers’.
Try it out. Read over what you’re currently using and be your worst critic. Ask ‘so what?’ and dig deeper to get to those real benefits and pull away from your competitors.
3, WHAT’S THE POINT?
I watched this video on Friday about copywriting. I mean, it was a little boring, but it had a gem which resonated. And this one isn’t really about copywriting, it’s about people: your customers. The crux of it is this: don’t communicate what you want to say; communicate with your customers (and prospects!) with only them in mind.
Now, this sounds obvious, doesn’t it? Then go and take a fresh look at your website, at your emails and brochures. If you had zero prior knowledge of what your company did, do you get it within seconds looking at that same copy?
One tip from me on this would be to leave your copy alone for the night. Think of it as if you’re putting it in the fridge to marinate. And when you get in front of it the next day, you may realize that you missed a key ingredient. This all goes hand-in-hand with the ‘So What?’ principle, from the previous point. Why should they care about what you’re trying to say? What’s the point? To answer that, you need to understand your customers and prospects. Who are they, really? Can you answer these questions about your customers?
⁃ What newspapers do they read?
⁃ Do they even read newspapers?
⁃ Do they go national or local?
⁃ What shops do they visit?
⁃ Are they one for luxury or more for the down-to-earth practical things in life?
⁃ Do they get easily offended or are they always up for a laugh?
⁃ What keeps them up at night?
⁃ …and then, what do you offer that could help them?
It doesn’t matter how good your products/services are, or how good your data is, if you don’t really understand your audience. Once you really get a sense of what it’s like in their shoes, you can craft messaging that will really work.
4. FAMILIARITY BREEDS NEGLECT
Familiarity with your brand is good. But with your messaging and how you communicate? Not so much. Hear me out. Have you ever heard the phrases: “limited-time offer”, “don’t miss out”, “before it’s too late” or, a personal favorite, “congratulations, you’ve been selected”?
If not, you are one lucky bear, for these are some of the most overused phrases in marketing. And, as a result, they don’t have the same impact as they once had. With every use of a phrase, its meaning becomes diluted and, with it, its impact. Readers stop reading and start glossing-over, which is the death nail for copywriters.
To get your audience engaged, it’s best to keep your messaging fresh. Think, KIDS (Keep It Different, Stupid – more on this to come). After all, why is innovation so revered? Because it’s new and exciting, it offers a difference.
Use familiar words in your copy and you risk readers neglect, but drop in a few unusual terms here and there, and you’ll stop their unconscious from running the show. This extends to everything. Emails, banners, pop-ups, push notifications, flyers, letters, POS displays, messaging pigeon bracelets, you name it.
As with everything, I’d strongly suggest testing. So try it out. You may be pleasantly surprised.
5. THE KIDS PRINCIPLE
In the above point, I mostly rambled on about how you should seriously consider keeping your copy different. Avoid familiar phrases, I said. Use the KIDS principle, I said (Keep It Different, Stupid). Let’s take that further.
The KIDS principle is not just for copy. It’s for everything. Think direct mail is dead? I don’t. Mad? A little, it helps. But this is all to do with the fact that it’s rarely the method of choice anymore, and that makes it different. That makes any direct mail you send stand out more than it would have done when this was the popular method.
Think advertising is a fine candidate for cost cutting during economically challenging periods? The examples to the contrary are numerous, with sometime-minnows of the market gaining significant share during a recession while the big players cut back. They stood out, they stuck in the mind and enjoyed continued prominence after said recessionary periods had passed (try searching for “advertising during a recession” and you’ll see what I mean).
Want to know the best time to send a promotional email? See when your competitors are sending emails. Notice the times of day, and week, when you get bunches of emails in general. And try other times.
The KIDS principle goes hand-in-hand with USPs. Your unique selling points are what help you to stand out from your competitors. They’re what make you different (in a good way). So if you aren’t sure, get your competitors’ USPs clear in your mind, so that you can cement your own in the minds of your prospects. Are most focusing on price? Or quality? Then maybe there’s a gap to focus on service.
Ok, you’re no idiot. Just because something’s different doesn’t mean it’s a good idea. I’m not suggesting you go back to fax marketing. It may not have to be the most innovative thing since wine, it can be an old idea reinvigorated, but it has to be relevant. Nobody has fax machines anymore, but they do have letterboxes and desks.
To finish, I should say something about Sportingtech. I won’t bore you. Let’s just say that, if you’re serious about providing the best possible online sportsbook and casino and you’re already in, or looking to get into, Latin America… you really must speak to our team of experts. You won’t look back.
DAN’S PATH TO SUCCESS
One of the most diligent and creative people in the gaming industry, Dan Stone has been Head of Marketing at leading B2B iGaming solutions provider Sportingtech from July 2022. But before this, there is a successful history of over 17 years of experience in marketing across the private and public sectors of gaming, financial services (retail and institutional), education, the circular economy, road user charging and logistics.
Dan has been able to apply strategic marketing insights to any given audience, adapting tactics according to the relevant needs and concerns of all key stakeholders. He worked for over 4 years at Clarion Gaming, and also at Pronet Gaming, Creativity Hub Events and other companies. He has even been an English teacher in Indonesia, back in 2004/2005. Really, there is no job that this man cannot do in a great way.