13 Ways to Create a Catchy Marketing Concept
by Marcia Yudkin
"IRS Statistics confirm
Batmen and Robins Outpacing Lone Rangers."
That's the headline of an article in Home
Business Magazine that caught my eye some
time back. I'll bet it arouses your curiosity,
too. The phrase "Batmen and Robins"
denotes business partnerships, while "Lone
Rangers" means solo practitioners.
According to the Internal Revenue Service, from
1994 to 1995 the number of partnerships grew by
5.8 percent, while solo proprietorships
increased only 2 percent in the same time frame.
Compare the more factual headline,
"Business Partnerships Growing Faster than
Sole Proprietorships, Says IRS." That has
much less power to pull you into the article.
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Magazines and newspapers treasure talented
headline writers, but the skill of creating a
catchy concept is valuable and accessible to
business folks as well. Captivating expressions
can help you win attention in ads, media
releases, brochures, billboards, your company
newsletter or verbal self-introductions. Here
are a few brainstorming aids to help you think
Do any classic Hollywood
story lines, such as The Comeback, The Big
Break, Hero Risks All, match events at your
How about stories from the
Bible or Greek mythology? (David vs.
Goliath, Noah's Ark, Hercules' trials,
Learn From the
Masters of Powerfully Honest Copywriting
Once a year, Marcia Yudkin gets
together the most articulate and
experienced practitioners of no-hype
copywriting for an exchange of ideas
on writing copy that persuades
without excessive showmanship or
stretching the truth.
recordings from this telesummit.
Test any concept you think is
smashingly clever. If people of normal
intelligence don't get it, toss it out or modify
A friend had me scratching my head when her
nicely designed newsletter invited me to
contribute a "B.F.O." I reread,
pondered, wondered whether that might be a
takeoff on "U.F.O." and finally
noticed a headline running vertically along the
left margin of the paper: "Brilliant
Flashes of the Obvious." Most readers won't
spend more than a second trying to decipher
something like that!
Copyright 2000 Marcia Yudkin.
All rights reserved.
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