The Lipstick Effect

During a recession, consumers tend to shift their spending from large items to more affordable small luxury items.  Men are more likely to buy an expensive beer than new hunting gear, and women are more likely to buy lipstick rather than a new coat.  Thus, the Lipstick Effect. 

The phenomenon was discovered after WWII when consumer spending dwindled, yet lipstick sales soared.  “What we saw was a consumer trying to make themselves feel better through small, indulgent, hedonic consumption.”*

 People still want to feel pampered and making smaller feel-good purchases can help them do so.  So the question is what product or service can you market as “lipstick”?

 Here are some questions to help pinpoint what your “lipstick” product or service is:

 1. What small product or service do you offer, but not focus on? (Make it a focus!)

2. What small product or service can you market as a feel-good item?

3. How can you change your advertising to highlight your product or service as an affordable luxury?

Remember people are still spending money; they’re just spending it differently.

Questions or comments?  Email us: info@premiereditor.com

The Business Holiday Letter

With Christmas just 11 weeks away, it’s a great time to get started on your business holiday letter.  The end of 2009 is near, and it’s time to thank the clients, vendors and business associates you’ve worked with throughout the year.

I know it’s only October, but Thanksgiving will be here before you know it and you’ll be rushing between turkey feasts, holiday parties and shopping malls, and your holiday business letter will likely fall to the bottom of your “to do” list.

Plus, it’s one more way to keep in touch with clients and market your business.

Here are some tips to get you started:

1. Start writing your letter now and you could save money on printing costs.
2. Make a list of clients/associates/vendors you plan to send the letter to, and check it twice.
3. The goal of your letter is to thank your clients for their business, not to brag about your company highlights.
4. Keep it short and sweet. (See the example below.)
5. Send the letter early, before the post office gets swamped and your clients take off for vacation.

Example Holiday Business Letter

Dear (Customer Name),

As the holiday season nears, we’d like to take a moment to thank you for your business.  Our job is a pleasure because of associates like you and we want you to know that you are valued.

We wish you a happy holiday season and a new year filled with joy, happiness and success. We look forward to working with you in 2010 and hope our business relationship continues to grow.

Happy Holidays!

Sincerely,

(Your name)

(Business Name)

Need help with your letter?  Let us know and we’d be happy to write one for you!  info@premiereditor.com

Holiday Newsletters – It’s not too early to start

Christmas is only 12 weeks away!!  I know it’s only October, but the holiday season will be in full swing before you know it.  Get a jumpstart on your holiday planning by starting your Family Newsletter early. 

Here are some tips to get you started: 

1. Choose 4~6 major events of the year and write about only those.

2. Break up the text by putting an extra line between paragraphs.

3. Increase the font size for the letters to your grandparents.

4. Print the letter on light colored paper.

5. Include digital pictures at the bottom of the letter instead of paying to print the photos.

 Need help? Email us at info@premiereditor.com

2-page Family Newsletters - $45

Why spend money on advertising in low economic times?

Businesses small and large are being cautious with spending due to the sinking economy and worry of a Depression.  So why should you spend money on advertising?

Because advertising works and people are still spending!

Yes, people are still spending money; they’re just shifting the way they spend it. According to MediaWeek.com, “Though consumers modify their spending behaviors during recessions, actual spending patterns reveal a case of ‘spend different’ rather than ‘spend less.’”

For example, people are brewing their own cup of joe instead of stopping by the local café for a latte. They are buying fuel efficient cars, rather than large SUVs.

When your neighbor’s dishwasher breaks, they will still buy a new one; they’ll just make sure they get the best deal for their money.

So your job is to convince the public that you have what they need for the best price.

How?

With strong advertising! 

Studies by Harvard Business Review, McKinsey, Financial World and McGraw Hill looked into how the marketing/advertising practices of U.S. companies affect their sales during recessions. All four studies concluded that businesses that maintain and grow their marketing during recessions come out ahead. (Click here to read the full article.)

Here are 3 questions to ask yourself about your product or service:

1. What sets your product/service apart from the competition (why is it a better deal?)?
2. What about your product/service does the potential buyer need?
3. Why should they buy now?

Don’t skimp on your advertising budget. Make it a priority.

Email me today to see how I can help you convince the public they need your product/service!

info@premiereditor.com

Benefits of Outsourcing

When most people think of outsourcing, they picture foreign sweatshops and underpaid assembly-line workers.  But outsourcing doesn’t necessarily mean setting up a warehouse or phone center in China or Mumbai.

Put simply, it’s hiring an outside firm or expert to handle work normally done within your company.

This means hiring a graphic designer, who lives 100 miles from your business, to create your logo. Or it can be contracting a copywriter to design and write your company brochures or staff manual.

Outsourcing can be extremely beneficial to companies small and large, especially in today’s rough economy.

Here are 10 benefits of outsourcing:

1. Reduces labor costs by giving you professional work without paying a full-time salary.
2. Saves you from paying employee medical and unemployment.
3. Allows you to find a perfect fit for a specific job.
4. Freelancers are often able to start projects immediately.
5. Freelancers are great at meeting deadlines.
6. Increases efficiency by lowering your structural costs, such as marketing, research and development expenses.
7. Allows you to focus on core areas of your business.
8. Allows smaller companies to “act big” by giving them access to the same expertise and efficiency as large companies.
9. Levels out seasonal or reoccurring fluctuations.
10. Saves you money on man-power and training costs.

Are you ready to reap the benefits of outsourcing?  Email me today to discuss your project needs!

info@premiereditor.com

What is Copywriting?

When people ask me what I do for a living I say, “I’m a copywriter,” and generally get one response:  a blank stare, then a change of subject. Translation: “I don’t know what a copywriter is and don’t want to ask.”

On rare occasions, someone actually asks me to explain.

It got me thinking about the best way to define copywriting, and here’s what I came up with:

A conversational, persuasive type of writing that is printed, spoken, or displayed for advertising, marketing, sales or publicity.

The most frequent types of copy I write are:

1. Web content
2. Brochures
3. Advertorials (an ad that reads like an editorial)
4. Newspaper ads
5. Sales letters
6. Email campaigns
7. Direct mail packages
8. Press releases
9. Articles
10. Media kits

So the next time you need any of the above, you’ll know you need a copywriter. 

If you have any questions, don’t hesitate to shoot me an email: info@premiereditor.com.

What good are brochures?

What would happen if you a potential client asked for more information about your product or service and you had nothing to give them?

You could refer them to your website, but then you’re putting the workload on them.

Sadly, it happens quite often.

So, it makes sense to have a tangible document to hand that potential client—a brochure.

I know…with today’s technology it’s easy to think “Well, they’ve looked at my website.  What do I need a brochure for?”   

The answer is simple:  A brochure is like static.

It stays with the person even when they’ve turned off the computer.  True, it may get shoved in a briefcase or drift to the bottom of a pile of paperwork.  But the difference is, it will eventually resurface without someone typing in your URL.  

And the repetition of seeing your brochure will build your brand identity.

Here’s what a great brochure can do for you:

1.    Build Credibility. People expect serious businesses to have printed sales information.

2.    Travel.  It gets handed around so more people see it.

3.    Give vivid, concrete details as though you were showing the product or service itself.

4.    Explain your business, showcase your benefits and persuade action, without wading through an entire website.

5.    Support and reinforce your overall sales and marketing plan.

Don’t rely on your website to do all your sales for you. Add a brochure to your marketing arsenal today!

Need help?  Email me today!  info@premiereditor.com

10 Mistakes to Avoid when Writing your Thesis or Dissertation

A Master’s Thesis or Doctoral Dissertation is the final research paper of your education and provides the opportunity for you to share your knowledge.  Writing your thesis or dissertation can be a daunting task, especially to those who aren’t big on writing papers in the first place.

As an editor, I see many mistakes in theses and dissertations that are easily avoidable. To help you write and strong paper and avoid common errors, I’ve compiled a list of 10 common mistakes students make when writing their final paper.

1.      Not Reading the Guidelines – Guidelines were written for a reason—use them! Each University has a specific set of guidelines by which you should write your thesis or dissertation.  Make sure you check with your university for the appropriate guidelines that you should use.

 

 

2.      Not Planning: Some people swear they can write a good paper without planning it first.  But planning first will help you write a great paper. By planning first your research will be easier, writing in sections will be more manageable, and your paper will be easier to read.

 

 

3.      Wrong Format – The style in which you write your paper (APA, MLA, and Chicago Manual) differs significantly by discipline. Make sure you know which one to use and follow it!

 

 

4.      Not being Critical – Your professor isn’t interested in reading redundant research.  They want to know your thoughts, comparisons, and analyses of previous research and your own.

 

 

5.      Forgetting the Abstract: The abstract is a brief, usually one page, overview of your paper.  It gives your readers an idea of what they can expect to find in your paper.

 

 

6.      Skipping Proofreading – This is a crucial part of the writing process!  The last thing you want to do is irritate your professor with unnecessary spelling errors and typos!

 

 

7.      Word Count – A common mistake is for students to write too much or too little.  Make sure you are within range if the required word count.

 

 

8.      Dedication/Acknowledgements are single-spaced – If you choose to write a dedication or acknowledgement for your thesis/dissertation, make sure it is double-spaced.

 

 

9.      First Page of each Chapter is missing a page number- Every page in the main body of your paper must include a page number.

 

10.  Contents Page doesn’t Match Body page Numbers:  It may seem irrelevant, but imagine how irritating it could be to flip through a paper for five minutes trying to find a certain section because the table of contents was incorrect.  Make sure your page numbers and titles match up.