This is pretty scary.

I’ve sat in on creative intake meetings for new clients, trying to get all the facts for the big-push, $1 million campaign they just signed off on. The conversation went something like this:

US: We’d like to put together a brand brief before we get started on this campaign. Tell us a little about your core customer.

THEM: Well, they like to buy [insert product/service here].

US: Okay. That’s good to know. But, who are they?

THEM: (After looking at each other for a few moments) Uh…they’re people who like to use our [insert product/service here].

US: (After looking at each other for a moment) Great, great. What kind of demographics are we looking at?

THEM: Uuuuuh…hmm…well, we’re not sure, exactly.

Here’s one of the first rules of marketing: Until you know your customer, you can’t market to them.

You’d think that would be a common sense kind of thing but, again, it’s surprising how many companies don’t know their customers. Seriously. I’ve seen a major hospitality-based company try to sell their luxury product to customers in a demographic that couldn’t possibly afford their product. Likewise, I’ve seen another hospitality-based company try to sell their lower tier product to an upscale demographic.

Invest some time and, if possible, money in getting to know your customers. Because, once you do, you’ll find that you’ll be able to finely target your marketing efforts to find new customers and expand your business.

“Ain’t” ain’t a word. “Ain’t” ain’t in the dictionary. And if “ain’t” ain’t in the dictionary, then “ain’t” ain’t a word.

Anyone else remember that little childhood ditty, besides me? It was drilled into us during grammar classes, a demand by the teacher to abstain from using slang in not just our writing, but in our speech.

Well, it’s 2008 and, guess what? “Ain’t” actually is in the dictionary. Of course, most writers wouldn’t dream of using the word in their copy, let alone speak it aloud. But in order to write compelling copy that sells, the use of slang has become unavoidable.

Writing ads, brochures, direct mail, sales letters, web copy – whatever it takes to sell a product or service – really comes with its own set of rules. And these rules completely deviate from anything you were ever taught in English class.

Here’s the thing: In order to sell something, you need engage in a dialog with your customer. A conversation. That means writing in a style that’s conversational and approachable. Using contractions and fragmented sentences. Ending sentences with prepositions. If my elementary school grammar teacher saw even a sampling of the copy I’ve written during my 20-year career, she’d probably retroactively flunk me out of her class.

When I teach business executives how to write a letter or an email, these are the tips I give them:

• Don’t try to impress with fancy words. Impress them, instead, with what you know.
• Get to the point. Quickly.
• Keep it brief. A letter or email should be your introduction to the sale or subject. It shouldn’t become a product manual, brochure or, worse yet, novella.
• Ask for what you want. That’s the best way to close your letter or email. If you’re looking for a sale, ask for it. If it’s a meeting you’re after, ask for it.
• After you’ve finished writing your letter, go back and edit it. Cut out the extraneous stuff. Check for typos and punctuation. Make sure it flows.
• After you’ve edited it, read it aloud. Is it conversational? Or is it clunky and uncomfortable? Go back and fix it until you can say that what you’ve written is exactly what you’d say to your recipient.

At the end of the day, good writing is an art form … and like any art form, that sometimes means coloring outside of the lines.

Budgets are getting tighter. Of course, one of the first budgets to feel the squeeze is marketing and advertising.

This could be a strategic mistake.

Companies that maintain their visibility – or even increase it – during a recession do better than those who cut back. Research has continually demonstrated this. The key is to just get smarter about your marketing.

For instance:

• Increase the value of your print, tv or radio advertising. You may consider pushing for some value added promotion from the publication or broadcast station. For instance, if you’re advertising in business journals or trade publications, don’t be afraid to ask for a full-page “ask the expert” type column in two or more issues – an article that you’ll have professionally ghostwritten, with the byline going to your company’s president or CEO. Of course, if you’re only running one ad for the year, chances are you won’t get what you ask for. Magazines look for frequency advertisers, so if you buy six full-page ads in a trade publication or business journal, you’ll have a much better chance of getting a few value added perks that extend the value of your buy. Same with newspapers, regional magazines and cable companies.
• Take your dollars online. The true power of the Internet isn’t just that it has a huge audience. It’s that it offers you one of the most cost-effective ways to target your audience. Place banners on websites visited by your ideal prospect. Use rich media to capture attention. Work on getting your site at the top of the search engines organically (through SEO keywords), or adopt a strong SEM (search engine marketing) program that uses tricks like sponsored links and online remarketing programs. Before you do this, though, make sure that you have an incredible website. First impressions count, so if someone visits a poorly designed, badly written, hard-to-navigate website that doesn’t offer anything useful, you’re not going to do well. Another bonus to online marketing is that there are no printing or in-the-mail costs.
• Don’t undervalue your current customer base. Be loyal to them, and they’ll give you their loyalty in return. So create a customer loyalty program that gives your current customers rewards for repeat business and referrals.
• Build a really good database. This goes hand-in-hand with loyalty marketing programs. And if you can get that database to include your customers’ personal preferences, all the better. Nordstrom, for instance, is fantastic at database marketing. Their sales associates send handwritten “thank you” cards to their customers after a purchase. Nordstrom has records of all their customers purchases so they can chart trends and preferences, which lets them send out invitations to special events that are relevant to that customer. You don’t have to be as big and upscale as Nordstrom to incorporate a good database and customer loyalty program into your business. Just be smart about it.
• Direct mail is a cost-effective method of marketing, recession or not. The key to good direct marketing is to have a good list. The right list. And once you have that fantastic list, creating a great direct mail piece is imperative. It doesn’t even have to be a glossy multi-piece package. I’ve seen some truly amazing postcards that had as powerful an impact as a three-dimensional piece.
• Be clever. Be smart. And, most important, be tactical. If you really are trying to save money, don’t waste money on a general brand message. Give ‘em something of value. A special price or discount is always a good tactical offer – and it gives your prospects a reason to come see you.

Finally – and here’s where I start beating the drum loudly – please don’t skimp on the design and copywriting of your marketing pieces. A badly designed website, ad, postcard, direct mail piece, brochure…or anything that will get in front of your customer or prospect…can completely undermine your message or offer. Hire professionals! Yes, they cost money, but if they’re good, they’ll help make your ROI worthwhile.

Have a happy recession!