November 29, 2015

Email Drip Campaign – The Ideal Solution for Lead Generation Struggles

Email Drip Campaign



“72 percent of U.S. adults say they prefer companies to communicate with them via email;

91 percent say they’d like to receive promotional emails from companies they do business with;

73 percent of companies agree email marketing is a core part of their business efforts;

25 percent rate email as their top channel in terms of return on investment.”  

Dan Newman,     


An email drip campaign is a strategy in marketing where pre-written messages are sent to customers or prospects from time to time through the use of emails. This method is different from other database marketing since the messages are timed to follow a pre-determined course, and the “dripping” of the messages follows a series that is aligned with a recipient’s behavior and status. These two aspects of email drip marketing make this a very effective form of marketing with tangible results.  Try this form of marketing today, and watch the tables turn.

For a basic understanding of email drip campaigns, when a customer or a prospect joins your email list, they could receive email number one, a welcome email immediately after they sign up; they will receive the second email on the third day, and the third email will be sent to them on the fifth day, and so on.

Create an Effective Email Drip Campaign


What is the secret behind having a very effective email drip campaign? What is the secret to having a campaign that will have tangible results?’ It is as simple as follows:

  1. Be clear about your email drip campaign objective?

Before you start, figure out your main aim in having the campaign. This will help you to understand what should be included in the email drip campaign. Figure out the actual action that you expect from your customers or prospects. Make sure that the content of your campaign is as enticing as possible to tease the customers or prospects.

email drip marketing goals

  1. Have your content lined up

One of the problems marketers run into with their email drip campaigns is not being able to come up with enough interesting content ideas in a timely way.  Once you determine what subjects are useful to your audience, create and finalize all the well-written and informative content that will go into your email campaign before your launch.  This saves time and reduces your stress which can diminish the quality of the content you produce.

  1. Segment your email drip campaign

Email segmentation can increase open and click-through rates. Not all customers are alike. Once the email campaign grows, it is important to segment the campaign according to the needs of the customers. If you create emails with the same broad message to two or three different types of customer (e.g., single stay-at-home moms vs. “working moms” with nannies), your message is not going to be as effective as it would be if you were to send a targeted email that speaks to each type of mom’s specific problems and needs.

email marketing segmentation pie chart with people

  1. Set timing and frequency

After you are clear on what you want to achieve and you have the email ready, it is important to set the timing and frequency in which your clients should receive your mail. Make sure that the timing and the frequency is suitable to the behavior and status of your customers and prospects.  Your frequency may vary depending on the purpose of the campaign.  For new leads, you initially may want to reach out to them on a weekly basis or daily basis and then slow that rate down.   However, when you need to motivate customers to sign up for an event or to take some action by a specific date, it may be more effective for you to start out with less frequent contacts, but then increase the email frequency as the date approaches.

  1. Find a way to measure your success

Depending on your analytics capabilities, your email metrics could include: delivery rate, bounce rate, click-through rate (CTR), conversion rate, leads, forward rate, unsubscribe rate, time on site and engagement over time.  You just want to make sure your measurements loop back to the purpose (the “why”) of your email marketing drip campaign.  There are a number of email marketing services that make can simplify and streamline this process for growing businesses.

measure email campaign success

Benefits of Using Email Drip Campaigns


Email drip campaigns are the best possible marketing practices to generate new business and to convert leads into sales.  These campaigns save time because when using them, marketers spend less time closing leads.  It increases the contact without necessarily having to increase the amount of time you invest in the campaign.  In addition, the strategy is automated, so emails are sent to customers and prospects in a set pattern.  And the strategy allows you to increase the conversion rate of your marketing campaigns because you can stay in contact with your prospects throughout the cycle of your sales.

Salesforce/Pardot has put together an infographic (below) to showcase just a piece of what you can do with drip campaigns. Review several popular types of drip campaigns, hone your skills with best practices.  Take a look so you can get a deeper look at drip marketing and see for yourself what a drip campaign can do:

The Basics of Drip Campaigns [INFOGRAPHIC] - An Infographic from Pardot

Embedded from Pardot

Email marketing is popular because it’s quick to get started, inexpensive and relatively easy to do.  Do it right, and it can generate quite a profit.

Stacey (Circle) Pic

Try this form of marketing today and say ‘good-bye’ to your lead generation struggles.  If you are interested in starting or improving your own email marketing campaign, give us a call at (800) 862-0361 or email us at

Visit me on Twitter @staceythewriter


Create Customer Loyalty During the First Purchase


how to create customer loyaltyGuest Post by Brooke Chaplan

Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.
    ~ Chip Bell

A 5% increase in customer loyalty would increase the average profit per customer by 25-100%. [TheLoyaltyEffect]

Create Customer loyalty – This is the desired result of the combined efforts of marketing, product quality, and excellent customer service. In today’s competitive business environment, it’s vitally important for companies to immediately establish customer loyalty during the initial purchase. This is also important to keep up sales, gain new clients, and generate more revenue.

Following are three key practices you should continually hone and retool:

Apply the Platinum Rule to Create Customer Loyalty

Everyone is familiar with the Golden Rule, which states that you should treat people the way you want to be treated. However, if you are applying this rule in your business, the Platinum Rule states: You must treat people the way they want to be treated. This includes your method of communication. It’s not only the right thing to do. It has the added bonus of being the profitable thing to do. Every customer has their own preferred means of interaction, whether it is phone, email, or face-to-face. To create customer loyalty, consider offering alternative communication platforms to contact the company. Many newer companies simply offer an email function on their website because they feel that most customers dislike waiting on the phone. While this is true, certain customers prefer to talk to a customer service rep on the phone. It may help to take into consideration the generation of the bulk of your customers as well. For example, the Millennial generation prefers social media platforms and mobile interactions.

Insist that Employees Maintain an Attentive and Calming Presence

Employees who interact with customers should be trained to engage and connect with customers. Keep in mind that many customers expect routine greetings, but they also desire a genuine concern and interest in their issue. Instead of just worrying about getting customers in and out of the door, empower employees to take time to get to know customers and ask relevant questions. Doing so will result in customers sharing information that might be relevant to store products or services. Moreover, employees will be able to direct customers to appropriate
items that will meet their shopping needs. This increases the likelihood of their return when they need a product or service your business provides.

Offer Discounts or Rewards

Rebates, rewards, coupons and other discounts are excellent ways to help gain customer loyalty during the first purchase. Companies that have an e-commerce component might consider offering free shipping. In addition, mailing direct ads with coupons to customers is a traditional way of connecting and providing your customers with a little extra. Or you might combine the two and meet in the middle. For example, online consumers who shop at Target might enjoy using coupons from online sites like Discountrue. Nothing blatantly begs to create customer loyalty more than offering discounts that directly go against the competitor’s current marketing campaigns. Monitor your competitor’s pricing strategies and adapt your own accordingly. Your first-time customers will appreciate what you can offer them.

Lifelong customer loyalty can be achieved through a personalized shopping experience and adapting communication mediums to the customer’s preference. And be sure to offer a well-strategized combination of these three practices.

Brooke ChaplanBrooke Chaplan is a freelance writer and graduate of the University of New Mexico. She loves to write, run and hike.

Write a Business Proposal in 5 Simple Steps – Persuade Lenders to Take Action

Write a Business Proposal

Guest Post by Brooke Chaplan


“To be successful, you have to have your heart in your business, and your business in your heart.” ~ Thomas Watson, Sr.

In the middle of the night, inspiration struck. You came up with an ingenious business idea that will significantly expand your company and promote greater sales than ever before. To ensure success, you researched every aspect of your idea and conducted a small feasibility study. You even designed the perfect plan for bringing your idea to life.

But you have one problem: a lack of funding. You have some savings stashed away but not enough to give your idea the attention it deserves.

Fortunately, you can capture your lender’s attention and arrange for funds when you write a business proposal – a convincing business proposal. Use the following tips to ensure your proposal persuades your potential lenders to take action.

Summarize Your Purpose

Before you dig deep into the nitty, gritty details of your plan, take a few pages (no more than five) to describe your purpose. Let investors know who you are, what your company stands for, and your abilities to sell products or serve customers. Give a quick overview of what you have in mind, so readers can skim for important details and make initial judgments about your plan.

Build a Strong Team

Your amazing idea and all the passion in the world mean nothing without a strong core team.  Unless the financier is your favorite uncle, no investor will be willing to bet on your company.  Keep in mind when you write a business proposal that the folks involved in your project need credibility.  Investors are not just investing in your idea; they are investing in you and your team – the collective you, whether that team is two people or twelve people.

Include Products or Services You Offer

After you’ve described your role in the business, gradually lead into your ideas for products and services. Demonstrate that your central idea offers a well thought-through solution to a problem or that there is a viable market opportunity.  List how your products will fulfill customer needs and explain how your services fill a niche that other companies can’t.

For a truly convincing proposal, don’t hesitate to discuss numbers. Give specifics about cash flow, inventory, production costs, and selling prices, so investors see where your business will go during the next few years.

Mention Your Plans for Proceeds

Once you’ve established the benefits your company offers, you can freely write about your plans for the proceeds. Let investors know where their funds will go and how you will use them to maximize their profits.

As you write, mention your advertising, marketing, and sales techniques as well as include any marketing research you’ve done. This lets lenders know that you’ll use funds wisely and validates your request for financing. Don’t exaggerate the numbers beyond realistic limits. Investors appreciate business associates who remain honest and reasonable.

Don’t Forget a Call to Action

Your business proposal won’t go far if it doesn’t include a call to action. Even if you demonstrate the soundest techniques, and back each claim with pages upon pages of research, your proposal may sit on a desk indefinitely unless you persuade your lender to move on your idea.

Keep in mind, you want to write a business proposal that gives a sense of urgency without straying too far into desperation. Let your investor know that you won’t wait too long for their response and that you’ll look elsewhere for funds if needed. And remember to thank them for their time, even if they don’t give you an immediate yes or no.


When you follow these four steps, you’ll have a much easier time convincing your lender that your ideas deserve further exploration (and funding). Use your best judgment and make sure you are ready to turn in a perfect final draft!


For more information on funding your business check out Loan Builder for more tips!


Brooke ChaplanBrooke Chaplan is a freelance writer and graduate of the University of New Mexico. She loves to write, run and hike.

Convert Visitors into Customers – Inject Life Into Your Online Bio (“About Us”) Page

Convert Visitors into Customers – Inject Life Into Your “About Us” Page


“There is nothing to writing.  All you do is sit down at a typewriter and bleed.” ― Ernest Hemingway


Your online bio or  “About Us” page is one of the most important pages on your website and is probably the most visited page of your site as well.  Remember years ago, before the Internet, when someone wanted to know something about a particular vendor, they simply asked someone whose opinion they trusted?  Oftentimes today, that friend is your “About Us” page.


Imagine being a customer searching for the type of service or product your business offers.  You run into your resourceful neighbor, Mike, in the checkout line at the supermarket.  You ask, “Hey Mike, do you know of any really good [fill in your area of expertise]?”  Mike, being a chatty, down-to-earth guy, happens to know, from personal experience, of such a company and begins to tell you about it.


Now, imagine being Mike.  Before you become Mike, however, take a recorder or sit at your computer and rattle off anything a chatty Mike might tell a person about this vendor.  He’s going to tell them what they need to know and what he wants them to know.  He’ll also mention some background stuff, because what’s sharing without letting them in on some interesting tidbits he’s aware of about the vendor and the vendor’s character that might help encourage the person to do business with them.

You know, when the owner was a kid, he used to hang out at the mechanic shop with his dad . . . grew up around cars.  ‘ saw him take his tricycle apart one day ‘ bout 25 years ago just to see what was causing the clicking in the wheel, now he’s running the shop like a well-oiled machine. Ask Chuck; he uses the same mechanic.  Hey Chuck . . .”

online bio writers



As you record or type your stream of notes and as you clean up your notes to finalize your “About Us” page, keep the following in mind:

Humanize Your Online Bio Page

Your soul should be felt through your page – the authentic you, the core, the inner person that drives you to be a talented [fill in your profession].   If you tend to be stiff and starchy, loosen up.  Of course, you’ll want to maintain some level of professionalism, dignity and decorum, but jeez, don’t be boring! This is not your resume.  It’s not a job interview.  Don’t worry, you’ll be taken seriously if you liven things up a bit and let the real (slightly uninhibited) you come across. After all, your credentials, experience, education, awards, testimonials, client lists, etc. are there to prove you’ve got the chops.

And speak in the first person.  It’s not an obituary. Everybody knows you either wrote it or endorsed the final draft of your “About Us” page.  It’s not a secret. So, stop that.

online bio writers

Start with Your Customers’ Needs

Address this by answering questions your customers typically ask (or are likely to ask) during sales calls.  Provide information that would seal a deal or win over a customer who is on the fence. Customers are thinking about what they are going to receive. In other words, they want to know what solutions and benefits are in it for them. So, even when you are talking about yourself, your business or your brand, their needs should be at the center of every bit of information on your “About Us” page or any of your pages for that matter. If what you’re saying is not of value to any of your potential customers in relation to the service or product you are offering, leave it out.

online bio writers

Share Your Beginnings

What brought you to this place? Share a punchy summary of your professional story, things that will leave an impression – those things that had a hand in you being where you are.  Remember – Why should they trust you?  Share that story that causes your ideal prospect to affirmatively nod his or her head as they read it:  “Yeeah, this is who I need to do my . . . ”  If it’s true, for example, talk about your humble beginnings.  If you started in a garage or a dorm room, tell that. Folks eat that up!  They want to feel your commitment to what you do. They want to hear about the chick who, just 4 years ago, was shining shoes on the Staten Island ferry, but is now making her own shoes for . . . or who invented a shoe polish that . . .

online bio writers - About Us Page

Keep the Reader Excited

Even the most boring story can be spiced up if you take the time to create an outline, make lists and take inventory of your life.  Heck, my own story straight out of the box is mind-numbing. I liked English grammar.  I was good at writing grievance letters. I despised browbeaters who intimidated or dominated the defenseless. That’s my whole professional story.  Boring!  However, a careful review of how I got from there to here effloresced into an “About Us” page that folks enjoy reading and that helps me convert leads into customers.


online bio writers Convert Visitors into Customers

Let Your Values Come Through on Your Online Bio Page

Show what you stand for. This is your brand and the birthplace of your brand promise. In addition, if there’s a charitable component to your brand, now’s a good time to mention it.

Be Honest and Scrap the Hype 

Keep it real! People connect with real people, with real stories.  People can’t genuinely connect with bullshit. Someone who plans to invest their time and money with you will see through the fluff, because you’re going to sound like every other financial advisor or lawyer or golf instructor.  Take the time to think about yourself and your business – the small stuff and the big stuff.  Don’t risk alienating visitors because your “story” sounds fake, inflated or adapted from someone else’s “About Us” page.  Dig deep, uncover the nuggets, and fashion who you really are into an advantage.

online bio writers

Show the Unique Benefit of Working with Your Company

What do you have that sets you apart from the thousands of other professionals who do what you do?  If you don’t know, then ask your prior customers why they fitness train with you or let you do their hair or paint their house or design their website or cater their parties, etc.  You especially want to ask your repeat customers.

Lead with Your Strongest Material

Do whatever you can to establish credibility as early as possible on this page.  Take the information that your potential customer will find most important and place that material at the very beginning of your online bio page.  It could be a testimonial, prestigious credentials, depth of experience or awards.  Whatever it is, lead with that.

Lastly, the best “About Us” pages are works in progress.  Continue to tweak yours and add to it as things change.  This page should always say the same thing you’re saying when you’re talking to folks about your company today.


Now over to you . . .

Have you ever struggled to get your online bio (“About Us”) page right?

Are you having issues trying to improve your “About Us” page?

We want to hear about it, so we can pipe in and help.

About the Author: I am a copywriter, blogger, author and mother of an amazing actor.  Follow me on Twitter.

Successfully Marketing Brands to African Americans

 Marketing Your Brand to African Americans

African Americans are the second largest minority group in the United States. Successfully marketing brands to African Americans requires that you understand this important segment of the population, their psychology and what motivates them.  In essence, any effective marketing plan should contain strategies and tactics to attract black Americans and keep their attention on your brand.

The truth is, African Americans are diverse and dynamic and have different motivating factors for supporting a product, let alone a brand. To be successful in getting your product or service in front of them and garnering their approval, you need the right type of information.

A report prepared in 2012 by the Independent Insurance Agents and Brokers of America Inc. helped to shed some light on African Americans and how to reach this market. The document borrowed statistics from the 2010 national census, which showed that the population of black Americans was approximately 42 million, comprising self-identified black Americans (38.9 million) and those who were described as black in combination with one or more races (3.1 million). This amount represents almost 13.7% of the U.S. population.  A number of factors, which determine their diversity, including where African Americans live, family structures, status and values, explain the extent to which this enormous group influences market trends both locally and globally.

Marketing to black american families

Know Where African Americans Live

According to a black population Census carried out in 2010, about 60 percent of black Americans are concentrated in ten states: New York, California, Georgia, Texas, Florida, Illinois, Marilyn, Virginia, Ohio and North Carolina. These alone represent influential markets for many goods and services.

Research the Various Subgroups of African Americans

To begin with, the classification of African American has changed over the years due to factors that are rooted in pure biology. For instance, more people are identifying themselves as being both black and white since 2000. In fact, up to 2010, people who reported their race as both black and white more than doubled from 785,000 to 1.8 million. As it relates to class and status, there are several sub-segments of African Americans, which have different buying impulses and preferences. They include Urban Influencers, Buppies, Urban Paycheckers, Gatekeepers, “Sisters Doing it for Themselves”, Black Men Working (BMWs) and Traditionalists.

  • Urban influencers: Labeled as Gen Y or millennials, these are primarily teens and young adults ranging in age from 14 – 25 years. They are major influencers for many consumer goods, including gadgets, clothing and footwear. They are highly trendy and ‘hip’ due to their obsession with music, sports and fashion, along with a need to be seen and, as such, influence people at both home and abroad. They are highly impatient and constantly seeking the ‘new thing’ so you have to be engaging them at all times in order to successfully market your brand to them. The internet and social media are must-have channels in order to reach them.
  • Buppies: This is a slang term for Black Urban Professionals, which are African Americans of the middle or upper class affluent segment. Often highly educated, they can buy what they want and often go for luxury brands. Don’t be fooled by their spending power, however. They are usually still attuned to their black roots and seek to define themselves as such through their social and cultural interests. They are more likely to support your brand if it in some way helps them to develop their individual style and image as members of the black race. They are usually in the age range of 25 – 45 years.
  • Urban Paycheckers: Value is the key when trying to attract this African American sub-segment. In contrast to Buppies, they are usually in the lower to middle income category, working from paycheck-to-paycheck. They consist of working families usually living in densely populated areas and often have nuclear families of two parents and two or more children. These people want their dollar to stretch so if your product or service can show them a good deal, they are more likely to support it. Parents’ age group range from 25 – 35 years.
  • Gatekeepers: These are African American women, usually in the age group of 25 – 49 years and are highly influential from a family and community perspective. This group also consists of grandmothers and makes all purchasing decisions. Your brand must seem beneficial in some way to their families in order to be successful.
  • “Sisters Doing it for Themselves”: Single young women ranging in age from 18 – 38 years, who are upwardly mobile make up this sub-segment. They are highly brand conscious and want products that identify them as independent women. They are also educated and career-driven and, as such, have disposable income, which they will spend if what is being presented to them will help to boost their independent image.
  • Black Men Working (BMWs): These are most likely single, working class men who live alone with a mean age of 30 years old. They aspire to having wealth but usually have to watch what they spend due to reduced spending power based on their limited paychecks which are capped at around $30,000 – $40,000. Successfully marketing your brand to this group is a balancing act – not too expensive and not too cheap.
  • Traditionalists: The oldest sub-segment, this group is rooted in values and morals that are based on the civil rights struggle of blacks. They are usually highly religious and are also highly influential in the community. Respect is a big deal for them so if your brand can speak to their deep family and community values, as well as seem relevant to their cause, you are onto something.

marketing brands to african americans

Introduce Your Brand to African Americans

Having identified the differing sub-segments of the African American community, there are several ways you can get closer and introduce your brand to them. These include:

  1. Getting involved with black community organizations such as the NAACP, National Black Business Council and National Black Chamber of Commerce.
  2. Read local African American newspapers. They are in English, unlike many of the publications put out by other minority groups so this is a good way to find out what’s on their minds.
  3. Go to African American churches. Black Americans are highly religious, with 85% considering religion to be highly important. This is a good way to understand and communicate with them on a community level.
  4. Participate in events that have a grass-roots component. That way, you will be able to identify with African American history, their likes and dislikes, values and their essence.

There are other tactics and strategies to bear in mind but a good place to start is collecting appropriate marketing data to give you an idea of the spending trends of American Americans. Also, ensure you use the right visual images by using pictures of American Americans (of various hues) in advertisements and campaigns.

For more information about appealing to African American consumers, please contact Stacey Mathis Copywriting at (800) 862-0361 or

(VIDEO) Reaching African American Consumers – a Process Revealed

African American Copywriter

Reaching African American Consumers

Smart brands, marketers and creative directors are well aware of the robust Ca-Ching! factor when it comes to marketing to African Americans.  Unfortunately, many are unsure just how to reach African Americans . . . effectively, that is.  In this video, we are going to walk you through one approach we utilized to target one subgroup within the African American consumer market.   Click Here to Take a Listen.

Reaching African American Consumers

To learn more about how to attract and market to African American consumers, call us at (800) 862-0361.

Marketing Mishaps Your Company Needs to Avoid





Content Marketing Mishaps to Avoid

Guest Post by Brooke Chaplan

When it comes to marketing, businesses routinely make a lot of mistakes, and making serious marketing mistakes has gotten certain companies a lot of negative press over the years. Although marketing mishaps are all part of learning the ropes with product and company promotions, it is smart to avoid making mistakes that end up making your company look unprofessional. Here are six marketing mishaps your company should strive to avoid.

Watch Spelling

If there is any detail that will cause a customer to question your company’s level of professionalism, it is facing down one misspelled word after another in your ads. To avoid this mistake, make sure to let at least two or three different pairs of eyes read over any marketing material before it gets released for viewing by the general public. It may take extra time to do this, but the upside is customers will notice your attention to detail and appreciate the effort.

Inconsistent Blogging

If you intend to market through a blog on your website, it is crucial that you blog with amazing consistency. Companies who blog once in a great while and never stay current with their readers, which will undoubtedly create inconsistent followers. It is best to adopt a pattern of timely blog posts, reliably giving visitors to your blog new content to read on a precisely regular basis for optimal results. Think of this from the reader’s perspective. They want to be the first to know the latest news about your company and its products. If you keep changing the time you post your latest blog post, this throws everything off for your readers. The idea is to post at consistent times, because you are essentially training your regular readers to sit up and pay attention by being consistent.

The Overzealous Early Press Release

Publishing a press release about your latest product release too early and then not delivering because you are behind schedule will only serve to disappoint customers. It is a marketing mistake that you will certainly have to avoid making twice. Not only can this type of mistake get you a lot of negative press, but can also cause customers and clients to join the media in hurling negative comments and slurs at your company. If you alert the media that your product will be out on March 5th, then do not fail to meet that deadline.

Failing to Properly Leverage the Power of Affiliate Marketing

Affiliate programs are a great way for companies to get tons of help marketing their products without having to pay an hourly wage to full-time marketers. As with supplements by the ASEA Reviews, allowing people the opportunity to market your products is a great way to develop a groundswell of interest. Even if you have to pay your affiliate marketers a commission, this is still cheaper than paying tons more to advertise; yet, too many companies abuse their affiliate marketers and take for granted how profitable it is to leverage the power of affiliate marketing the right way.

Cheating and abusing affiliate marketers of promised commissions will often backfire on a company as well. Affiliate marketers have many ways of tracking sales that were made under their affiliate code about which unscrupulous companies misreport. When affiliates find out that this is going on, they often band together to promptly drive your business into the ground. It is best to avoid gaining a bad reputation from affiliate marketers who work hard for your company’s benefit.


Failures with Public Speaking

It is bad enough that so many business owners are afraid to speak in public, but it can get worse when they actually do get in front of an audience and stumble all over their words from one sentence to the next. The person speaking for your company should be clear, concise, and deliver a speech with confidence. When people hear someone who speaks poorly in public, it gives customers and clients the wrong vibe about your company. If need be, hire a professional speaker to be the company spokesman to avoid giving a poor public impression of your company.

Where Is Your Customer Service

You may not think of customer service as being part of your marketing strategy, but it very much is a marketing tool for a serious business. How a customer walks away feeling after dealing with your company’s personnel will in many cases determine if they ever want to do business with you again. Many companies drive more repeat sales away through horrific customer service than just about any other major marketing mistake they commit. For this reason, exceptional customer service will make the difference between a company people want to deal with, versus one they would prefer to avoid.

Marketing is an important aspect of developing a solid business model. Without a winning marketing strategy, your business will not reach its goals easily. Consistent profits and customer loyalty all depend on properly implementing a marketing strategy that genuinely works. Taking the time to avoid many of the marketing mishaps and pitfalls along the way will undoubtedly save your company from wasting a ton of money marketing incorrectly.


Brooke Chaplan is a freelance writer and graduate of the University of New Mexico. She loves to write, run and hike.

Nine Proven Brand Journalism Tips and Best Practices

Brand Journalism Tips

What is brand journalism?

As with many concepts, brand journalism may be called by a number of alternate names, including corporate journalism and corporate media. For the sake of simplicity, only the first will be used. The term brand journalism refers to the use of journalistic techniques, rather than the conventional public relations methods, by brands to get their messages across. It is essentially a composite process, combining skills from such fields as marketing, customer service, brand management and public relations, as well as traditional journalism. Almost any kind of organization, from McDonald’s to the Red Cross to Amnesty International, have used brand journalism for their purposes. The purpose of this article is to give you nine of the top tips to follow if you are a copywriter (brand journalism) or a content writer (brand journalism).

Tip #1: Have a plan in place.

Your brand journalism plan should include finding out about your audience. Who are they? What do they like? What do they want to know? What results are they aiming for? Only by having goals defined can you tell if you have actually reached them or not; operating without a plan is like trying to maneuver in the dark.

Tip #2: Effective and frequent blogging is necessary.

At one time, blogs would be stuffed with keywords for SEO purposes, but that is no longer considered to be sound blogging practice. Search engines such as Google have gone beyond the days when they would rank search results based mainly on their keywords, and have now moved on to adopt the practice of looking for content from sources that have been deemed authoritative, content that is relevant and at the same time “fresh.”

If your site does not have a blog at all, then you will want to get one started. You or a good hired content writer (experienced in brand journalism) should also blog at least three times a week when starting out. The blog is one of the most powerful tools you have at your disposal for brand journalism content marketing.

Tip #3: Make your brand journalism content marketing relevant to your customers.

Some marketers, it seems, need to be reminded to “silence the pitch” when they develop advertising content. This means that you should remain focused and not be tempted to “go off on a tangent” and discuss all sorts of extraneous items. Your entire content should be on those things that really matter to the customers. Obtain fresh new angles on existing subjects through research and analysis and then have a content writer (brand journalism) make a story from that angle that is exciting and compelling.

Tip #4: Think of brand journalism content marketing as part of your communications strategy.

To that end, you should hire present or former journalists for your brand journalism work. They bring the kind of wisdom and insight that can save you a great deal of time, money and trouble. For instance, they can think about editorial content and formulate strategies for remodeling your stories. Professional journalists also know how to ensure that content is distributed in a timely fashion.

Tip #5: Learn about how journalism works.

Two percent engagement may have been enough once, but not anymore. Today, one hundred percent is the only acceptable standard.

Tip #6: Measure your efforts.

You want to be able to measure your content, so choose the topics about which you write carefully. Thus, avoid writing about one product when readers key in on another. Ways of measuring include the number of page views and the amount of time spent on a given site.

Tip #7: Do not push; pull.

Try to draw customers to a product rather than “shove it in their faces.”

Tip #8: Listen and learn.

Use search engines and social media to find out how you can craft a story that engages the customer.

Tip #9: Start out small.

It requires a long-term commitment to work with brand journalism. Three blog posts a week, as given above, should help you hone your storytelling skills.
These are our nine brand journalism tips for you, but feel free to contact Stacey Mathis Copywriting to find out about how this technique can help you attract ideal clients.

Understanding African Americans – Summary of Values & Ways [Marketing Infographic]

African American Family for Infographic

Trying to Appeal to African American Consumers?


Because of the diversity within the African American culture, marketing to this community can be challenging. Many companies that would like to include this audience among their target demographics are reluctant to do so, because, rightfully so, they don’t want to come across as not demonstrating cultural knowledge, awareness, sensitivity and competence. Notwithstanding the many generational and socio-economic differences, like most other ethnic groups, certain commonalities still exist (for the most part) within the African American ethnic group.  Check out a few of them in the infographic below.

Infographic - Understanding African Americans


Thank you to: Culture Whispers/Salem Health and NJ Preparedness Training Consortium








Direct Marketing to Millennial Moms: 17 Things You Need to Know

direct marketing to millennial moms

Direct marketing to millennial moms. A cool generation. A tough segment to peg.

Each generation thinks it is, and will forever be, the coolest generation going. My mom and her Motown generation did. I and my Brady Bunch generation did. And now my son and his organic-eating, tech-driven millennial cohorts do too. But, I must admit, there is something special about this latest generation, particularly when it comes to the moms.  Unlike past generations, it’s a lot more difficult to peg them, especially for marketers. They branch into so many sub-categories that it’s a challenge to keep tabs on their trends and purchase triggers.

For you marketers planning to target this dynamic group, you may be interested in checking out the latest research findings:

Stuff you need to know when direct marketing to millennial moms:

  1. In one study, 42% of millennial moms surveyed said they feel that marketing is not geared toward women like them.
  2. Millennial moms are 11 percent more interested in do-it-yourself concepts as compared to millennial women who do not have children.
  3. Millennial mothers are 25% more likely than average to agree that they are always one of the first to try new products or services.
  4. Millennial moms are more likely to be interested in comfort foods that reflect their regional marketing to millennial moms
  5. At a purchase-level, millennials are more interested in investing in lifestyles. They enjoy products that promote socially-conscious living, convenience and overall health when they enter motherhood.
  6. Millennial moms are highly connected – each having an average of 3.4 social network accounts.
  7. Millennial moms spend 17.4 hours per week on their social media sites – almost four hours more than the average mom.
  8. Millennial moms are sharers.
  9. 74% of millennial moms surveyed said people in their networks regularly seek their opinions on purchasing decisions.
  10. 40 percent of millennial moms (ages 18 to 34) created a social media account for their child before the child’s first birthday.
  11. Millennial moms tend to ‘like’ products on social media at least 10.4 times per month.
  12. Millennial moms are 18% more likely than the average mother to identify as a “spender” rather than a “saver.”
  13. Millennial mothers are 18% more likely to agree that brand name is the best indication of quality.
  14. Working Millennial mothers have large purchase marketing to millennial moms (credit cards)
  15. Millennial moms have large spending potential in the beauty, fitness and health sectors.
  16. Millennial moms are 9.1 times more likely to research eye makeup.
  17. Corporate-working moms are more interested in fitness compared to stay-at-home Millennial Moms.

Millennial moms expect their concerns to be taken seriously. And it can be something that seems so mundane in the eyes of marketer.  Beware.  For example, some millennial moms have trouble identifying with images of conventional, two-parent families.  Some millennials have issues with being addressed by the term “mom” if the speaker is not their child. Moreover, they will transfer their allegiance to another brand if they can’t relate to or are offended by your message.

So, what does all this mean?  Millennial moms are frequently misjudged by marketers and entrepreneurs.  It’s worth the energy to explore this demographic to gain a more thorough understanding of them so that your marketing efforts are not in vain, and, most importantly, don’t backfire.