3 Challenges of Writing a Marketing Campaign (And What to Do About Them)

Consumers are bombarded by marketing messages every day. (Photo: melpomen)

It’s a frustrating fact for most businesses that many marketing campaigns fail to cover their costs. Companies market because they’re trying to bring in new business.

When a marketing campaign fails, it can feel like the marketing budget went right down the drain.

Here are the top three challenges most businesses face when launching a marketing campaign.

1. Getting Noticed

If you can’t get people to pay attention to your marketing campaign in the first place, then it’s impossible for the campaign to produce results.

Many marketing campaigns ultimately fail because few people are aware of them. Even if these folks technically saw the campaign, they simply don’t remember.

So the basic question is: How can you get noticed and stand out from the crowd?

The first thing to keep in mind is that most people try to actively avoid marketing materials. They’ll change the TV channel as soon as a commercial comes on. Or even if they don’t change the channel, they’ll go grab something from the kitchen. Heck, you’ve probably done that yourself.

People are bombarded with marketing messages every day, so the human brain has to filter many of them out in order to focus on other, more important tasks.

When people are actively trying to ignore you, it can be hard to break through that barrier and get them to take interest. The solution is to write about what your audience cares about.

So ask yourself:

  • Who am I hoping will pay attention to our marketing?
  • What problems are they currently struggling with?
  • What are they worried about?
  • What questions do they have?
  • How can I best reach them?

2. Being Persuasive Without Being Overly Aggressive

The ultimate aim of most marketing campaigns is to persuade people and convince them that they should do business with a certain company.

But typically you don’t want to be pushy when you’re trying to persuade. The right balance is hard to achieve.

That’s why hard-sell tactics are often counterproductive. Many people resent businesses and salespeople who use an aggressive approach. As sales training guru Jeffrey Gitomer says, “People don’t like to be sold, but they love to buy.”

How can you strike the right balance?

One great way is to use a call to action while avoiding hype. This means you’re clear with your prospects about what you want them to do—whether that’s to request more information, visit your store, or buy the product now—while not doing too much boasting about how great your business is.

That way, they know the next step to take, but they also don’t feel like they’re being pressured. In other words, they want to feel like they’re making the decision for themselves and not being manipulated.

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3. Avoiding Mistakes

Mistakes, even as little as a single typo, can kill a marketing campaign. Mistakes can cause a business to look unprofessional and untrustworthy—the exact opposite of what a marketing campaign is supposed to do.

The solution is to proofread and edit as many times as necessary until the mistakes are removed. It can often be hard for the person who wrote something to catch all of the mistakes, so getting other people to take a look is a great way to catch them.

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One sure-fire way to avoid these mistakes is to work with a professional copy editor. Skilled copy editors check for typos as well as errors that are tougher to spot—such as inconsistencies, bad structure, and more. If you’re looking for an experienced copy editor, contact Super Copy Editors today.

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