I’m going to share one of my favorite copywriting tips.
I use it to write about everything from solar panels to organic pet supplies. It even works if you’re selling services rather than products.
I learned this one from a beer commercial. What can a 50-year-old beer commercial teach your small manufacturing business about marketing? Plenty! “This Bud’s For You” Marketing is ageless.
Online, in print, on the phone, on social media, or at an old-fashioned face-to-face meeting—this is going to work for you.
WHAT NOT TO DO
The current online marketing environment is full of what not to do.
- Don’t write long posts.
- Don’t write short posts.
- Don’t waste your time on Facebook if you’re B2B.
- Don’t forget a Facebook business page, even if you’re B2B.
- Don’t skip optimizing keywords.
- Don’t worry about keywords, write “organically.”
- Don’t post cat pictures on LinkedIn…
I’m actually okay with that one.
I know it gets confusing, especially if you own a small or medium-sized business (SME). You’re struggling to keep up with the daily task of running your company. Who has time to bounce with every change in the Google algorithm or latest marketing trends?
Wouldn’t it be great to hear just one fool-proof tip you can use, in any situation?
Let me share the essential tool every good copywriter has that stands the test of time and Google, too. Without it, you’re just throwing away money. Think of it as “This Bud’s For You,” marketing.
HOW TO TARGET YOUR MARKET
In 1933, Anheuser-Busch hitched up the famous Clydesdale horses to help celebrate the end of Prohibition. Forty years later my dad was sitting down to watch a football game. I was trying to get out his way when this commercial came on.
There were three people in the room― my dad, my mom and me. My mom asked, “Who’s going to clean up after those horses?”
I just enjoyed the jingle. I was a kid, so…
But my dad snapped his fingers, jumped up off the couch and ran to the refrigerator for a beer.
That’s probably the day I became a marketer. And it’s the same day I learned one of the essential rules of copywriting.
The key to marketing of any kind is to know your buyer. Click To TweetIf you’re reaching out to the wrong demographic, you’re handing over your advertising budget without any return. And if you’re reaching out with the wrong product on top of it, you’ve made and even bigger mistake.
Michael Roarty, the legendary beer marketer who is credited with overseeing the “This Bud’s For You,” campaign in 1979, had it right. He knew his product and he knew his audience. My mom, who cleaned up after all of us, saw the commercial from her perspective. And she did nothing. I was very into music, so I heard the jingle, but I didn’t do anything, either. My dad took action.
And that is the key.
WHAT COPYWRITERS KNOW THAT YOU DON’T
When I write, I’m not writing to you, my client. I’m writing to your target audience in a way they can relate to. It needs to be memorable and engaging enough to have them thinking about you 40 years from now.
But above all, if it’s done correctly, it inspires action. I want them to snap their fingers, get up off the couch and call you, download your report, email a request, follow your company on social media or any of a dozen other goals you may have.
Fast forward another forty years. I just ran a quick, very informal poll of some family and friends. The age range was early twenties to late sixties. Most of them weren’t even born when those commercials were popular, and yet when I asked them to give me a one-word association based on the tagline, “This Bud’s For You,” overwhelmingly the response was either “beer,” or “Budweiser.” Okay, one guy said frogs.
There’s always one guy…
My point? The marketing is memorable, sure, but they were absolutely brilliant in the way they targeted the audience. Their marketing was presented in a way that their audience enjoyed, but the true brilliance was by associating a treasured national past-time with their product. Every Sunday afternoon, the entire country’s working class watched as football and beer became inseparable.
As my not so scientific poll proved, we’re still associating jingles from the 1960’s with a specific brand of beer. And the Clydesdales still pull the same association eighty years later!
When you hear Lou Rawls saluting us with that famous tagline “This Bud’s For You,” you think beer, and more importantly if you’re Anheuser-Busch, you associate it with Budweiser specifically.
HOW TO USE “THIS BUD’S FOR YOU” MARKETING
The Clydesdales are terrific and sure, they still make us think about beer, but people change. Trends change. And so does marketing. In the ‘70s, Anheuser-Busch adapted their message to meet the changing needs of their market. See for yourself.
Did you see the difference? The demographic was no longer just men. They engaged a much wider audience. They’ve included many different working backgrounds and industries, both large and small. And keep in mind, women prominently joined the workforce in the ’70s.
But again, it passed the ultimate test: it inspired action in the target audience, the American working-class—men, and women.
Are they getting up off the couch to find out what you’re all about?
If not, you’re handing over your advertising budget to the guy who is. It’s time to update not just what you offer your audience as and incentive to take action, but the way you interact with them.
If you are having trouble, get in touch with a professional who can help get your customers singing your tune!
NOTE: Still having doubts? Let me ask you something. If I had written the sentence about my “not so scientific poll,” a bit differently, say, “I just ran a quick, very informal poll of friends and family,” did you hear an ad for a cell phone plan in your head? Yeah…you better make a call. This article’s for you.
SOURCES: Anheuser-Busch: http://anheuser-busch.com/index.php/our-heritage/budweiser-clydesdales/
Special thanks to my kids and to my husband, who seems to prefer the frogs version, and all the Facebook Friends who weighed in.