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To order your copy of DOES YOUR MARKETING SELL? send a cheque for £14.99 payable to "BCMC" together with your name & address to: DYMS, Freepost SCO 6625, Edinburgh EH2 0BR.

PLUS ONE FREE COPY
Order 5 copies for your Marketing team and get an extra copy free. To receive 6 copies send a cheque as above for £74.95. For overseas orders please see contact details below.

REVIEWS

"It's not often that a book manages to bridge the gap between marketing theory and practice, but this one does it with plenty to spare. Based upon his extensive hands-on experience, Ian Moore provides a wealth of insights that will help anyone with marketing responsibility, including even very experienced marketing professionals, become more effective in their day-to-day work. It's a genuine workbook for practitioners that turns theory into positive real-world results."

Peter Muscutt, Marketing Manager, ChevronTexaco.

"We've grown to become a top 10 brand through a successful blend of an inherited focus on quality, and progressive thinking. This book adopts a similar formula by combining received marketing wisdom with a contemporary critical approach - the results speak for themselves."

Jonathan Warburton, Chairman, Warburtons.

"This is also a marketing book for non-marketers. If you're involved in communication, whether in business or education, you'll find practical advice that makes you re-evaluate how your messages are conveyed and received. It's worth reading for the chapter on 'Wording' alone."

Dr Michael Riley, Senior Lecturer in Education, Bath Spa University College.

"What I really like about this book is how Ian Moore brings together marketing theory and practical advice based on his own work experience, never forgetting that marketing is all about building sales success. I also like the way Ian updates the AIDA model in a manner that people should find useful at work."

Brian Sharp, Managing Director, Scottish Brewers.

"It's good to see a book that squarely puts the word SALES back into marketing. At the ISP we are committed to the promotion of marketing campaigns that place effectiveness at the top of the agenda. Does Your Marketing Sell? is required reading for anyone who wishes to understand what makes that vital difference."

Edwin Mutton, Director-General, Institute of Sales Promotion.


A headline which would work fine on its own. However, the visual engages the reader through humour, and thus quickly clarifies and dramatises the proposition.
Reproduced by kind permission of Brown-Forman.

 


An ad which looks really good, and which is enhanced by its headline. It promises two benefits, and demonstrates there is no need to leave to chance what the reader takes out of a visual message.
Reproduced by kind permission of Triumph International Ltd.

 


Ads with a large single image and a dominant focal centre are more successful in attracting readers: as demonstrated by this ad reproduced by kind permission of TIME magazine, created by Fallon Worldwide.

 


A credible and endearing brand spokesman.
Reproduced by kind permission of Leica Camera Ltd and Mr Bill Oddie.

 


The power of the metaphor. Why say calorie when you can say war?
Reproduced by kind permission of The Ryvita Company Limited.

The above examples can be seen in more detail in Does Your Marketing Sell?, available from BCMC as above.

NEWAIDA™ TRAINING COURSES

Whether you run a small business or a big corporation (or work somewhere in between), you probably get involved with marketing communications. This could mean ads, brochures, display cards, leaflets, mailings, on-pack offers, posters, sales presenters, websites... or simply "marketing" for short.

And like most people, you probably wonder if your marketing sells. You may not be 100% sure, even if you employ a specialist advertising, design or promotional agency to help you. Indeed, you're probably not even 50% sure.

Don't worry, you'd be in good company. Lord Leverhulme, founder of Lever Bros, famously said: "Half the money I spend on advertising is wasted, and the trouble is I don't know which half."

In fact it can be more serious than that. John Caples, one of the pioneers of "scientific advertising" in the US, cited a campaign in which one headline created nearly 20 times more response than an otherwise identical ad.

The missing ingredient

So why does one piece of marketing succeed where another fails? What is it that causes almost 20 times as many people to respond to one message than to another? Just how do you make your marketing sell?
It seems there's a paradox. What well-intentioned marketers think they should do to make their marketing sell often doesn't work. And that's because they get salesmanship confused with showmanship.

Salesmanship is the missing ingredient in making your marketing sell.
What salesmanship means - and you may be relieved to hear this - are the quiet skills of empathy and perception. They are so often forsaken in modern marketing communications. NEWAIDA™ is all about how to put them back.

FROM TRAINEE... TO M.D.

All NEWAIDA™ training courses are tailormade to meet the needs of your company, yourself and your staff. If, for instance, you are the MD or a senior marketer in a larger firm, you might want a refresher half-day on the subject of "The 7 questions I should ask before I approve our next Ad."

Just as importantly, many companies entrust relatively inexperienced marketers with the commissioning and development of trade ads, brochures, mailings and websites. Here a 2-3 day course can sharpen your team's skills and knowledge. In turn they can better manage external suppliers, as well as take on internally generated communication projects with greater confidence.

At a "subject" level courses can be designed to address specific issues, according to the nature of your marketing communications. These may include effective copywriting, improving response rates, and creating persuasive selling propositions.


CONTACT US

For an initial discussion about NEWAIDA™ training, please contact us via any of the methods below:

By post:

NEWAIDA™,
Blue-Chip Marketing Communications,
45 Frederick Street, Edinburgh, EH2 1EP, UK

Tel: 0131-225-5050
(Overseas: +44-131-225-5050)
Fax: 0131-220-5060
(Overseas: +44-131-220-5060)

Email: ian@bluechipmarketing.net

SALESMANSHIP NOT SHOWMANSHIP!

Just what makes one ad 20 times more effective than another? Why does one promotional campaign outpull another by 100 times? And how do you know which yours will be?

Remarkably, the answer is often quite simple. The trick is to think about your marketing as if you were selling. Out goes fancy showmanship. In comes effective salesmanship. The invariable result: higher response rates and more sales.

Does your Marketing Sell? Is a distribution of the author’s 25 years of successful sales and marketing experience, hundreds of real case studies, the pick of marketing communications research, and the received wisdom from some of the world’s greatest marketers.

Woven together, these strands make a simple, practical model that will help you create a striking piece of marketing communication, and – just as importantly – spot and remove the flaws from your marketing message. Highlighting the best (and worst!) of contemporary marketing campaigns with numerous illustrations and examples delivered in a witty and accessible style, it will show you how to:

get 4 times as many customers to read your ads
double the response rates to your mailers
triple the uptake of your promotional offers
employ the 7 most powerful ways to gain attention
write with the 100 most persuasive selling words

Whether you’re the MD of a blue-chip corporation, or do the marketing for your own one-person business (or work somewhere in between), you will be able to read Does Your Marketing Sell?... and answer: yes – it does!

  Ian Moore is a founder of the award-winning Blue-Chip Marketing Consultancy and has worked for global names such as Kimberly-Clark, Cadbury-Schweppes and Lloyds TSB. He continues to create campaigns at the marketing coal-face for a range of national and multi-national companies as well as training and writing on the subject of effective marketing communications (www.newaida.com).

He is a winner of the ISP Grand Prix for Best UK Promotion and Best European FMCG Campaign for the Kleenex Hayfever Survival Kit, as well as a further 50 industry awards ranging from Best Copywriting to Most Innovative Campaign.
ISBN 1-85788-350-0