Avoiding Advertising Mistakes

According to Jay Conrad Levinson, author of Guerrilla Marketing, there are 25 things that people do that result in disastrous or weak returns when it comes to advertising.

These tips are INVALUABLE — so I pass them onto you as is, so you can avoid these very costly advertising mistakes. (Please see my Top Ten Success Tips underneath.)

1. Premature abandonment
2. Silly positioning
3. Failure to follow through
4. Starting without a plan
5. Wrong media for the right audience
6. Right media for the wrong audience
7. Unclear to prospects
8. Not understanding clients
9. Not understanding self
10. Exaggerating that undermines truth
11. Not keeping up with change
12. Unrealistic expectations
13. Over- or under-spending
14. Saving money in the wrong places
15. Inattention to tiny but nuclear details
16. Missing the point about profitability
17. Thinking it can be done without hard work
18. Unimpressive first impressions
19. Too many committees or layers of management
20. Not using media to support efforts
21. Not supporting advertising with other marketing
22. Starting out in the wrong direction
23. Allowing success to begat lethargy
24. Judging future by the past
25. Boring advertising

Pattie’s Top Ten Tips for Winning Ad Campaigns

I’ll start with this freebie: Your mother, friends and assorted acquaintances’ opinions don’t count. If you follow through on the other ten, you will reap much better returns!

1. Get a professional graphic designer to create a winning brand.
2. Use the same graphic designer to produce all your ads & collateral materials, reflecting your strong (& very unique) brand.
3. Work with a professional marketing copywriter, who can create polished, perfect prose to engage the specific market(s) you are seeking to reach.
4. MAKE AN OFFER – ads with offers work. I don’t care what the demographic market is – everyone loves a deal.
5. Have a deadline. 60 Days works best — it’s been tested and proven a gagillion times, so don’t question this, just do it.
6. Test, test and test again! Great campaigns evolve as a result of research, risk-taking & tweaking. Till someone comes up with a crystal ball – this is part and parcel of nailing big wins.
7. Get advice from a media placement specialist – deals are out there on traditional print and radio that you might not be aware of.
8. BE DARINGLY DIFFERENT. Lots of really creative ideas get shot down everyday. Dare to be advised by your creative team.
9. Guard your brand and style guidelines with all your might. ‘Nuff said.
10. Diversifying is not just for stock portfolios. Winning ad campaigns get the word out in various mediums, including PR, train station platform advertising (one of my personal favorites), direct mail and various web-based platforms, including regular e/mail, branded e-newsletters, e-ads, crosslinking, blogging, YouTube, podcasting, etc.

Getting Your Business Started with UMPH!

Let’s say you are like most entrepreneurs. You have an idea. You think it’s brilliant. Your friends think it’s gonna make you a billionaire, and you are ready to do what you need to, to make this dream a reality. Before you quit your job and run headlong into this new adventure, stop. Get the following in order so you can give yourself a fighting chance.

• Put together a real business plan, wearing the CEO, COO and CFO hats. The plan should outline all the basics surrounding the cost of your operations, for at least one year. This includes, but is not limited to, purchasing office equipment (desk, filing cabinets, bookcases, phones, fax, printer, scanner, PC, cell phone and a laptop + the relevant operational and Customer Relationship Management (CRM) software); rent, insurance, internet and phone services, marketing (we’ll cover this in more detail shortly), sales initiatives, gas, tolls, miscellaneous niche consultants, air and other travel expenses, entertaining, cost of producing your goods or delivering your service, admin help, IT person, lawyer, bookkeeper, accountant, and business filing fees, trade and other membership fees, printing and mailing charges.

• Assess the yearly & monthly costs of these. Add 25% - 50%.

• Create a separate marketing plan. Businesses that don’t take into account the cost and the time involved with getting the cash register ringing (read marketing, advertising and the process of selling) are planning to fail. A realistic marketing plan includes the cost of the following: figuring out your geographic footprint (local, regional, national, or global); best target markets - how and where you will engage them; developing a strong brand and the tools, a website and a suite of collateral materials that “speak” to your target market(s) – i.e. a business card, letterhead, brochure, website, oversized postcard(s), print ad, web ad, etc.; attending networking functions, sponsoring a local high school team, taking ads in industry or Chamber journals, sponsorships, internet marketing, direct mail campaigns, PR, attending trade shows and business expos, etc. The team you need to help you accomplish all these tasks should include: admin/sales help, marketing consultant, business consultant, graphic designer, webmaster, printer, and a marketing communications copywriter (SPECIAL NOTE about Copywriting: Getting an “A” in creative writing in college does not qualify you for this job! Being a staff reporter is not the right credential either. See “Making Sales with Authentic Copywriting” for more details).

• It’s a lot of hard work. Forget visions of lying on a beach somewhere in Hawaii. Newbie business owners who succeed live and breathe their business 24/7, and working incredibly long days for years! Fact is no matter how many people you know, creating trust (and generating sales) takes an organized, respectful process & time, lots of it.

• You don’t know everything. Smart entrepreneurs take the time to get educated as to all the hats (and their specific job functions) they have to manage, as well as the functions they need to outsource in the course of getting their business up and running quickly. I’ve interviewed scores of millionaires who admit that they would have made it to that “millionaire mark” sooner had they focused on what they did know how to do, versus leaving it up to chance, or worse, trying to juggle everything themselves long term. The ones that make it BIG all say the same thing — they hired or worked with an assortment of professionals who were specialists in a range of important areas — operations, systems, organization, marketing . . . and a marketing communications copywriter. Bottom line: most business owners who try to do everything over the long haul to “save money” usually end up treading water instead of sailing ahead.

(Special Note about Copywriting: Getting an “A” in creative writing in college does not qualify you for this job! Being a staff reporter is not the right credential either. Marketing copywriting is serious work, and a blend of art & science. See “Making Sales with Great Copywriting” for more details).

Making Time in ‘08

(Revised from March 17, 2007 post)

Okay - so there are only 24 hours in a day, right? So how do you “make” more time? It’s not as hard as you think.

With just three simple steps, you can create the time you need to do stuff that keeps getting put on the back burner.

A) Take one week and track your time. No cheating - make a log that counts every second, from the moment you wake up to the moment your exhausted head hits the pillow ( I did not say this was going to be painless, did I?)

B) Take a hard look at all the time you wasted ( like the 30 minutes you blew surfing the net for travel deals when you should have been working on a project, returning phone calls, etc.). See how much of your time is dealing with e/mail … sorting, tossing, answering, etc. I bet right now you let yourself get involved with email at least 10 times a day, if not more … Effective time management can rescue you from this trap.

C) Take command of your life! Yup, Stage Three is the best, because you get to create the work-flow chart that meshes with your personality, your job and your responsibilties. And that very simply means you must allocate those precious seconds, minutes, quarter hours, mornings, etc. in a very deliberate, methodical manner. Keep in mind three things you must do each day - review tasks, sort by priority, allocate defined time to attend to each task. By embracing this self-produced time allocation system you will actually be able to take control, work more effectively and keep organized!

A well-organized schedule for at least 3 days a week should be something that includes:

1. Lunch time away from your desk, even if it’s a half an hour
2. Short breaks, one mid-morning and one in the late afternoon
3. Defined times to return and make phone calls
4. Prescheduled times to check, sort and toss emails
5. Calls or emails to follow-up on new networking leads

In between this new regimen, make sure you plan at least one full hour where you can work without interruptions. The last two days can be earmarked for catch up work, intensive sales calls, uninterrupted project time, special networking events or client meetings as needed.

It will take 21 work days to get this whole new approach integrated into your daily routine, so that you are comfortable with it. Studies have proven that this is the minimum amount of time it takes to firmly establish a new regimen. It may seem nonsensical, even annoying, but you will be fighting yourself as you move through this adjustment period. Do not turn back! This new system will work better than the daily frantic pace you have most probably gotten used to.

Know that each day will throw you an assortment of curve balls. But if you actively start to manage your time, you can create a customized system that allows for more effective & more productive workdays, which is never a bad thing!

Hire a Writer

Freelance Editorial & Feature Writing Resource

If you are seeking a fresh voice, you’ve found it! Pattie Simone has compiled over 400 bylines, producing entertaining and educational articles for:

• News, At Home, and Living sections of weekly and daily papers
• Full-length feature stories for magazines: restaurant and chef profiles, real estate trends, to-dos and personal profiles
• Editorial and advertorial content for special, in-house or custom publications: covering business, decorating, holidays, food & drinks, party planning, etc.
• Meaty columns for online venues and easy tips for sidebars: covering business experts, sales and marketing and operational topics
• Newsletter book reviews and how-tos for state and regional business groups

Pattie’s regular writing gigs

• Sales & Marketing Columnist, WomenEntrepreneur.com
• Regular Contributor, New Jersey Bride Magazine
• Regular Contributor, WomenandBiz.com

More about Pattie’s writing …

I started writing as a journalist at a small New Jersey community weekly newspaper 6 years ago. Within a year I had a regular stringer gig at the local Gannet daily paper.

Next I tackled freelancing for local and regional magazines, followed by in-house publication writing and web writing. My published credentials include print and online work for Entrepreneur Media — including Entrepreneur magazine, WomenEntrepreneur.com and Entrepreneur.com — New Jersey Bride magazine, WomenandBiz.com, The Hudson Valley Business Journal, 201 Best of Bergen Magazine, New Jersey Monthly magazine, Westchester magazine, The Times Herald-Record, The Journal News, and The Town Journal.

I’ve had the pleasure of interviewing local dignitaries, artists and business leaders, and nationally known authors, activists, business gurus, design and home decorating experts, and actors, including Billie Jean King, Tom Cavanaugh, Carol Higgins Clark, Nicole Miller, Chris Madden, B Smith, Christopher Lowell, Daryl “Chill” Mitchell and Jerry Greenberg.

My ultimate goal is to have a syndicated column for entrepreneurial women. Till then, I’m interested in new assignments on business and career advancement, entrepreneurial women, working moms, bridal, home/life, or parenting topics. My goal is help readers discover new and fruitful personal and business success tips, get inspiration and motivation, and offer insights and resources.

Featured Clips

Success Tips from Seth Godin — America’s ‘Greatest Marketer’

Westchester business guru shares candid advice

Seth Godin, the best selling author, entrepreneur and agent of change who has been rated as one of the top 21 speakers for the 21st century, has some pointed advice for Hudson Valley Business Journal small business owners.

“The most important thing to understand is that no one is going to save you, that the only chance — the best chance (to survive and thrive in these turbulent economic times) is to create that product or service that so many people want or need that they can\’t help but to do business with you,\” said Godin this week via a phone interview… Download the PDF

Virtual Help for Real Entrepreneurs

If you’re like most entrepreneurs, you’ve got piles of paper cluttering your office and to-do lists that seem to be multiplying like rabbits. The good news is that many of the tasks that keep you from being as productive (and profitable) as you could be can be outsourced. You may not think you can afford to hire help, especially in these economically turbulent times. But the fact is you can\’t afford not to… Read more at WashingtonPost.com

A Marketing Tool That’s Obvious, Overlooked and Cheap

Use superior service as a thrifty and effective in-house marketing mechanism.

Marketing and cats appear to have one thing in common: There’s more than one way to skin them both. Marketing isn’t just creating a brand and pursuing advertising campaigns; it’s about delivering value. So while many entrepreneurs are scrambling to attract new business, some have discovered one of the easiest (and least expensive) tools to keep their sales engines humming: holding on to current patrons through superb customer service… Read more at MSNBC

Winning with Wine

A new crop of entrepreneurs has discovered a business with grape appeal.

When you think of the different businesses being opened by entrepreneurs each year, chances are “vintner” would not be at the top on your list. Yet a surprising number of newbies have entered the highly competitive winemaking world, and making a go of it… Read more at Entrepreneur.com

Finding a Fantastic Virtual Assistant

Pattie Simone learns first-hand that hiring an assistant she’s never met can be tricky but fruitful.

Like most entrepreneurs I’ve met, on a typical day I spend way too much time doing a range of tasks that I shouldn’t. While it’s important stuff–following up on networking leads, contacting people I’ve met at my workshops or cold calling speaking resources–these critical to-do’s were getting out of control, and my office piles were starting to spill out onto my dining room table.

So the timing could not have been better when I got this assignment.

With a budget of $100, I set out to find and hire at least two different virtual assistants (VAs), to help me gain control of the burgeoning piles… Read more at Entrepreneur.com

New Age Marketing: A Primer

Not quite sure how to make the most of internet opportunities? This two-part series will teach you what you need to know.

If you’re one of the many business owners who feels clueless when it comes to taking advantage of all the possibilities available on the internet, don’t despair. Here’s the first portion of a two-part web marketing primer that outlines what you need to know. This month’s column will cover the team of people you’ll need, as well as basics about websites, e-mail and e-newsletters… Read more at WomenEntrepreneur.com

How Far Will You Go (for a Sale)?

Hear what women around the country think about turning on the sex appeal to make a sale.

“Pattie will do anything for a sale,” said a sales rep I used to work with. I winced every time he said that and turned three shades of purple. Even though I never had any direct meetings with clients at that time, I must admit I sometimes used my husky, Marlene Dietrich voice, which usually worked to my advantage in phone negotiations with male clients.

I’ve witnessed a range of dress and behaviors from female colleagues and peers, from traditional and conservative to wildly flirtatious. But women business owners from across the country draw the line at different points in the sand when it comes to using their feminine wiles to win in business. So is it the Sex and the City or the Paris Hilton approach that wins? … Read more at WomenEntrepreneur.com

Waterfront Weddings

Whether you are considering a simple, intimate affair or a large elaborate celebration, weddings by the water are a popular choice. There’s something about watching the sunlight dance on the water or set against a backdrop of sailboats and a beautiful sky—it’s the perfect setting for romance. Besides numerous scenic seaside locations, New Jersey boasts a variety of other spectacular waterside venues: from breathtaking city skyline locales to pastoral river and lake settings… Read more at New Jersey Bride

Bridal’s Newest Designers

There’s never been a more fashionable time to get married. It used to be that Vera Wang was the only designer name in town, but within the past ten years, fashion’s elite, along with its foot soldiers, have flocked to the bridal market, each bringing their own sensibility and style—and with it, more choices and options for brides. And this year is no exception. From a Town and Country aesthetic to Disney fantasy, there’s something for everyone… Read more at New Jersey Bride

Fun Dessert Alternatives: Unusual Wedding Cakes

Many brides opt for the traditional multi-tiered wedding cakes, with figurines of the bridal couple on top. But if you’re hankering to have some fun and let your personal style shine through, go for it, because you can find creative, imaginative bakers who can design, bake, and build the funkiest and wildest wedding cake ever, to suit your particular interests, theme, or hobbies. For a sweet and sassy ending to your reception, consider these ideas… Read more at New Jersey Bride

How to Avoid Being Penny-Wise and Pound Foolish

When you are starting or growing a business, every cent counts! And while I’m a huge fan of shopping around and getting the most bang for your buck, there are pitfalls to being overly frugal. To avoid being penny wise and pound foolish think of the big picture and you’ll actually be able to save money and headaches in the long run. Here’s what you have to do… Read more at WomenandBiz.com

Cracking the Cinderella Code

Admit it. Way before you started your company – you began to fantasize about it. You yearned to break free of your hum-drum job and show the world just how amazing you are. You daydreamed during meetings, pondered possibilities on your commute. The mere thought of your anticipated new life made your heart beat faster. This fairy tale probably included more flexibility (to do what you want, when you want) lots of cash rolling in, great clients, and fabulous business trips.

OK - so let’s get real. Owning a business is a 24/7 thing. Running a business involves so much more than baking the best cookies, slapping your name on a business card, or getting out to some networking events… Read more at WomenandBiz.com

To get in touch with me to discuss your editorial needs, please click here.

About Us

Write-Communications was created by Pattie Simone, a nationally acclaimed Business Success Speaker, Writer and Consultant. as a unique marketing communications resource. Spurning traditional agency models, Simone’s firm delivers on-point, penny-wise promotional guidance and sourcing advice, forecasting and project management services, through creative copywriting, strategy development, mentoring and marketing planning.

Attitude and Activity (or Pattie’s Primer on How to Stand up and be Noticed)

Armed with a diverse background that included in-the-trenches stints in customer service, textile production planning, insert tabloid advertising, retail entrepreneurship, national business development, marketing and sales, and nonprofit fundraising, Simone set out to share her sales-churning systems (which generated millions of dollars in new revenues) with other fledgling firms and growth-track companies. On the way, she amassed a nice amount of expertise in organic internet marketing.

Several years ago Write-Communications branched out to include speaking and training through WomenCentric™ .org, a sassy women’s speaking resource that Simone founded.

Today Simone and a cadre of other women experts craft and deliver snappy and informative entrepreneurial workshops, webinars, and teleseminars; corporate leadership and career development seminars and college keynotes to diverse audiences around the United States, Great Britain, the Bahamas, and Denmark.

Simone is also a Published Journalist, with more than 400 bylines in a variety of online and print venues. She has interviewed activists, authors, lifestyle celebrities and business leaders, including Sr. Helen Prejean (Dead Man Walking), Nicole Miller, Billie Jean King, Indra Nooyi (Pepsico), Chris Madden, B Smith, Christopher Lowell, Tom Cavanagh, Daryl “Chill” Mitchell and Jerry Greenberg (Ben & Jerry).

Pattie Simone has been a regular guest Expert (covering career advancement and entrepreneurial success tips) on ABC TV’s nationally syndicated America This Morning program, and has also appeared on FOX 5 TV, on the Good Day New York show. She writes a sales & marketing column for WomenEntrepreneur.com and is an Ask Entrepreneur Expert for Entrepreneur.com.

“I absolutely LOVE my work!! What could be better than being able to assess someone’s industry and target markets, and provide a range of web marketing tips and other promotional guidance that attracts lucrative new business. I’m really a dot connector, actually. My work with CEOs and marketing executives results in smarter, more cost-sensitive decisions, which in turn, produce higher profit margins and more ka-ching!

If you’ve got a great product or service, and need help getting your business to the next level, give me a shout. I’d be honored to join your team, and help your business thrive.”

Pattie Simone

President, Write-Communications

Founder, WomenCentric™

Book News:

“SNAP OUT OF IT! How to Drop-Kick Your Hum-Drum Career for Entrepreneurial Bliss!” the ultimate lifestyle guide for entrepreneurial women (to publish in 2009).

Pattie Simone’s first E-book, Penny-Pinching Marketing Secrets, will be available on this site in July, 2008.