Copywriting: the good, the bad and the ugly

Geile/Leon Marketing Communications

Copywriting: the good, the bad and the ugly

David Droga, chairman of Droga5, recently wrote an article, Sweating Ad Copy Like ‘Mad Men’, for The Wall Street Journal about the “totem pole of ‘real’ writing” for ad agency copywriters. What constitutes good writing from the bad when it comes to advertising? Some headlines and taglines are written with such simplicity and clarity it could be considered poetry, while others can leave you cringing from cheesiness or scratching your head in confusion.

I think that what really separates great writing from the rest is the ability to get out the most essential message in the least amount of words. Most billboards have 8 words maximum -how can we trigger action in 8 words or less? The answer to that is creativity. As writers, me must delicately finesse and distill our copy to its most simple and captivating state. As Droga5 mentions in the article, some of the advertising’s most memorable lines have been as short and sweet as, “A mind is a terrible thing to waste.” “Where’s the beef?” “A diamond is forever.” or “Got milk?”

Clients will give you a myriad of features and benefits they want the copy to convey, and your job is to decide what actually needs to be said in that first, powerful line of headline copy or those precious 30 seconds of airtime. Remember: information overload is a turnoff for consumers, too many messages will just distract. Brainstorm about what speaks to your audience–what inspires them, moves them? And live by the mantra that less is more.

I think great writing is minimalist writing. Strong. Powerful. Simple. And when executed properly it really is an art, moving people to think and act differently. It takes time, endless brainstorming and lots of rejection to get the perfect line, but it’s worth it.

 

 

Heartland Bank Employees Donate, Then Dress Down

Geile/Leon Marketing Communications

Heartland Bank Employees Donate, Then Dress Down

Heartland Bank, a client of St. Louis PR Agency Geile/Leon Marketing Communications, allowed its employees to “dress down” on Friday, June 11 in exchange for a donation to the Joplin, MO Tornado Relief Drive.

Employees from all of Heartland’s St. Louis banking locations contributed hundreds of items and cash, that were delivered to Joplin Friday evening.

Pictured below are David Minton, President and CEO of Heartland Bank, and Laura Strong, Marketing Coordinator.HB Joplin Pic

St. Louis Construction Industry Facing Serious Challenges

Geile/Leon Marketing Communications

St. Louis Construction Industry Facing Serious Challenges

The Associated General Contractors of St. Louis, a client of St. Louis PR Agency Geile/Leon Marketing Communications, released results of a two-year study today on the local construction industry workforce. Two major challenges are on the horizon; a future shortage of skilled craftworkers and a profound lack of women and minorities joining the construction trades.

New Study Points to Challenges Facing St. Louis Area Construction Industry

Three leading industry groups calling for action to address workforce and business development issues

 

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ST. LOUIS, MO (June 9, 2011) — Results of a two-year research project focusing on St. Louis’ construction industry workforce and business reveals critical challenges facing an industry that contributes more than $2.5 billion to the area’s economy. Chief among them are the facts that skilled construction craft workers will be retiring faster than they can be replaced, and that the industry as a whole has failed to attract the numbers of minority and female workers that are reflective of our overall metro regional workforce. The development of minority, women, and disadvantaged business enterprises is also lagging.

Results of the study, which was conducted by the Public Policy Research Center at the University of Missouri-St. Louis, and sponsored by the Associated General Contractors of St. Louis, the St. Louis Minority Supplier Development Council, and the St. Louis Council of Construction Consumers, were presented today to several St. Louis construction industry leaders including construction business owners, labor leaders, educators, governmental officials, and minority/women business and community leaders.

“A major reason for conducting this study was to get an accurate assessment of the success or failure of efforts over the past 50 years to build a construction business climate that reflects our regional demographics, and to entice young people including minorities and women into the construction field and into construction business ventures,” said Len Toenjes, President, Associated General Contractors (AGC) of St. Louis.

“While the study shows a clear racial/gender gap in the local construction workforce, it also provides us with a call to action to address this challenge in new and more meaningful ways.”

That racial/gender gap is clearly defined by these critical findings:

7% of the St. Louis area construction workforce is comprised of non-Caucasian males

12% of the St. Louis area construction workforce is female (includes office and clerical workers)

81% of the St. Louis area construction workforce is comprised of white males

And it’s not just a lack of minorities and females in the local workforce that poses a challenge to the St. Louis construction industry. A future workforce supply gap is looming on the horizon. According to the study, for all the workers who were in the St. Louis metro area construction workforce in 2007, nearly one-quarter are projected to retire by 2017.

“Community development will take a serious hit if we are unable to infuse the construction workforce with skilled craft workers in the future,” said Dennis Lavallee, CAE, President, St. Louis Council of Construction Consumers. “That’s how important a robust and healthy construction industry is to the overall economic health of the St. Louis region.”

James Webb, President and CEO, St. Louis Minority Supplier Development Council, agrees with both the workforce findings and the business development aspects of the research. “Minority-owned firms traditionally have been at a disadvantage in terms of having access to capital. While this survey clearly defines the serious challenges facing our industry, it also provides an excellent opportunity for our organizations to work with business and community leaders to develop solutions that will positively impact the entire community.”

The study results have established a benchmark from which future workforce and business development initiatives can now be identified and developed. All 3 sponsoring organizations today proposed that a “Construction Task Force” be created, which would include all construction and community groups, and would be responsible for establishing best practices to address these challenges.

The task force would be made up of purchasers of construction services, contractors, subcontractors, minority/women business leaders, labor representatives, and training providers, as well as civic and community leaders. “The time to act is now,” says Toenjes. “The future of the local construction industry depends on all segments of the business community working together to find real solutions that in the end not only benefit our industry, but the economic well-being of the entire metropolitan area.”

2 St. Louisans You Should Know, and Should Want to Know!

Geile/Leon Marketing Communications

2 St. Louisans You Should Know, and Should Want to Know!

Guess who made the list of St. Louis Small Business Monthly’s “Top 100 St. Louisans You Should Know to Succeed in Business” Our very own Dave Geile and Tim Leon–Managing Partners of St. Louis PR Agency Geile/Leon Marketing Communications.

Each received a nice write-up by the editors (see attached).

Now, this isn’t the first time our fearless leaders have been prominently featured in this publication. As the agency was celebrating its 20th anniversary, Dave and Tim were the focus of the article “How to Create a Successful Business Partnership”, which was published in spring of 2010.

As Tim put it, “Like a marriage, you have to work on the relationship every day. It comes easy for Dave and me because we understand each other’s roles and our strengths and weaknesses. We have the same vision of success for our business and life.”

Congratulations bosses!! We’re ALL glad to know you!! And I’m not being paid to say that. Well, I kinda, sorta am.

“Parties of Note” Are Music to the Ears for SLSO

Geile/Leon Marketing Communications

“Parties of Note” Are Music to the Ears for SLSO

Talk about your Great Parties!

A Mediterranean feast accompanied by the St. Louis Symphony Orchestra’s very own principal horn, Roger Kasa and his wife, Patti Wolf.   

A Chamber Music Concert with Symphony musician Scott Andrews. 

Poker night with the SLSO Musicians. 

A night of Vintage Fashions and Violin music at the Home of Mary Strauss (Fox theatre fame) featuring David Halen, principal Violin for the SLSO. 

These examples are just a few of the more than 30 unique parties that are being generously donated for the Pick a Party party event scheduled for June 28.

The actual parties called “Parties of Note”, will take place from August 2011 to May 2012. Donated exclusively to the SLSO, a client of St. Louis PR Agency Geile/Leon Marketing Communications, the parties for the event will raise money for the SLSO to continue its outreach and education program into the community.

It’s a very unique fundraiser.

Copywriting Gone Copy-Wrong: Too much emphasis on SEO can dilute your copy

Geile/Leon Marketing Communications

Copywriting Gone Copy-Wrong: Too much emphasis on SEO can dilute your copy

Now, let me first say, I am a strong and firm believer, even advocate, of SEO writing for small businesses. But… there is a strategic art to balancing out your budget when it comes to re-doing a company website. Yes- some capital should be allotted to SEO writing because it will most definitely be driving traffic to the site. But that doesn’t mean you should burn up all your dollars and skimp on the actual content and quality of your website copy.

Remember, your company’s voice should be communicated through the online copy. It should be interesting, and invite browsers to click through and read more. If your copy is dull and obviously written exclusively to stuff as much awkward SEO phrasing in as possible, consumers will quickly become disengaged and navigate away from the page, making the whole effort of driving website traffic fruitless.

My advice to small businesses or anyone with a limited budget, is to first get your copy written in a unique and strategic style. Then with remaining budget, make sure to add-in strong SEO writing. By making the quality of your content a top priority, you’re more likely to have the people that do come to your website, stay longer and engage with your brand longer.

So, how do you keep online copywriting in check? BALANCE your content with information, quality content, good style and SEO. Never write solely for SEO purposes and never write without any SEO dialogue. If working for an interactive and online marketing firm in St. Louis has taught me anything, it’s that SEO and quality of content can work together to boost search rankings and drive traffic.

Any ad agency, should realize the strategy of web writing. G/L has recently brought on a Digital Strategist to help boost our online marketing company.

G/L’s Kathy Leonard Speaks “Gypsy” to Channel 5’s Leisa Zigman

Geile/Leon Marketing Communications

G/L’s Kathy Leonard Speaks “Gypsy” to Channel 5’s Leisa Zigman

Kathy Leonard, VP of  Public Relations for Geile/Leon Marketing Communications, a St. Louis PR agency, was featured on KSDK-TV’s Newschannel 5 at Noon, Thursday. Kathy was promoting the 39th Annual Gypsy Caravan, which raises funds for her client, the St. Louis Symphony.

The interview with KSDK anchor Leisa Zigman is posted on www.ksdk.com. Kudos to Kathy on a great interview, and we hope everyone can make it out to UMSL for the Caravan on Memorial Day.

Mobile Social Marketing: The Perfect Trend for Bargain Hunters

Geile/Leon Marketing Communications

Mobile Social Marketing: The Perfect Trend for Bargain Hunters

Let me begin by introducing myself, seeing as I am the newest addition to St. Louis marketing and advertising agency, Geile/Leon. My name is Lindsey, and just a week ago I started my journey as a G/Ler. Immediately thrown into the hustle and bustle of agency life, one of my first tasks was to write a post for the agency blog. Well, one thing you should know about me is that I love a good deal. I am a coupon redeeming, discount-shopping queen. So naturally my favorite marketing movement right now is mobile social marketing. This rapidly spreading movement is the perfect trend for someone constantly connected and addicted to a good bargain. It is with no hesitation when I say I have been a victim of this explosive trend lately.

I recently took a trip to Plato’s Closet to rid my wardrobe of some unnecessary clothing. Of course, only to replenish what I managed to get rid of while waiting for them to rummage through my bags of clothes. But really, how could I turn down a $12.00 pair of designer jeans? My impulse-purchase behavior isn’t exactly the point of the story, but more so is the conversation that took place upon checkout. It went something like this:

“Do you have the Facebook app on your phone?”

“Well of course I do.”

“Would you like to save 20 percent on your purchase?”

“Obviously.”

“All you need to do is “like” this location on your mobile phone.”

Done. And just 30 seconds later those jeans cost me $10.00.

Next stop on my impromptu shopping trip was the mall, wallet heavy with my $40 profit from Plato’s. And what do you know, yet another promotion similar to that of PC. $10 off jean shorts for “checking-in” at American Eagle using Facebook Places. So was it a coincidence that I came across two places using these types of mobile promotions? I don’t think so. A social networking – mobile marketing phenomenon? I would bet on it.

Location-based check-in services like Facebook Places, Foursquare, and Yelp are popping up everywhere, offering incentives for consumers to interact with a brand and share valuable data. These services use your geographical location to determine public locations and venues that are close to your proximity. Ann Taylor, Best Buy and Starbucks are a few of the companies jumping on the LBS bandwagon, offering immediate “check-in” rewards.

In addition to the location-based apps, there are coupon sites, like mobiQpons, offering on-demand special promotions from local restaurants, stores and services near you. All it takes to redeem your deal is showing the offers to the cashier directly from your cell phone – simplicity at its finest. On top of the LBS apps are the increasingly popular, QR codes showing up on ads, posters, and restaurant menus everywhere (learn more by checking out a great blog post from fellow G/Ler, Miranda). And, we can’t forget about the SMS offers. I still love getting my monthly Redbox free rental code!

Gone are the days of scissors and coupon cutting. Bargain shopping and coupon redemption has never been simpler. Now the real challenge lies in trying to sort through the hundreds of apps being offered, and I for one, graciously welcome the challenge.

 

The Gypsy Caravan is Coming!

Geile/Leon Marketing Communications

The Gypsy Caravan is Coming!

A Memorial Day tradition in St. Louis for 39 years, the St. Louis Symphony Volunteer Association presents the Gypsy Caravan. A city within a city is created for up to 20,000 shoppers eager to find bargains and unique treasures galore during one of the Midwest’s largest antique, craft and flea markets that takes place at the University of Missouri-St. Louis (UMSL).

Come to the UMSL campus to be in the center of all the activity. Located just off of  I-70 and I-170 in north St. Louis County and conveniently accessible via the UMSL North Station MetroLink stop, this annual event has wonderful visibility, ample public parking and is easy to reach by car, MetroLink or MetroBus.

The area will be transformed as vendors display their wares. New to Gypsy Caravan this year is Vendor Lot B with 22 additional Premium vendor spaces just north of Gate 1 and south of Lot C. Again returning to Gypsy Caravan are 72 covered vendor spaces in the Millennium South Garage, located across from outdoor booths on Lot E.

Because Gypsy Caravan is a nationally recognized fair, vendors come from a number of states and offer everything from trinkets and treasures, to birdhouses and bureaus. It’s an incredible selection of antiques, collectibles, jewelry, furniture, fashions, crafts and much more. Something is bound to catch your eye, capture your heart or whet your appetite.

Delicious food and beverages, including the Triton Dining and Beer Garden on the Millennium Center patio, are also a part of the event and refresh those who spend part of the holiday with us.

This shopper’s paradise is open from 7am to 5pm, rain or shine. Proceeds benefit the St. Louis Symphony, a client of St. Louis PR Agency Geile/Leon Marketing Communications, with a mission to enrich people’s lives through the power of music….Please join us on May 30, 2011 as we celebrate Gypsy Caravan’s 39th anniversary. There’s nothing quite like Gypsy Caravan…and there’s no better place to be on Memorial Day!

Branson Celebrities Come Together For Flood Relief Benefit

Geile/Leon Marketing Communications

Branson Celebrities Come Together For Flood Relief Benefit

Kudos to the celebrities who have put together The Official Branson Celebrity Flood Relief Benefit. The benefit is set for Thursday, May 26 at the Branson Convention Center, a client of St. Louis PR Agency Geile/Leon Marketing Communications. Branson’s biggest stars, including Tony Orlando, Andy Williams and Yakov, along with community and business leaders, are joining forces to help those hit hardest by the Branson 2011 Flood. For more information, visit www.bransonflood.com

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