Hidden Costs of Marketing

Hi,

There are some costs which cannot be easily calcuated, but which, if included in a project's P&L, might cause the project to be abandoned.

Hidden Cost #1: Damage to the Brand...

... by alienating core customers
... by causing confusion about the brand's personality
... by causing negative media attitudes
... by creating negative regulator attitudes

In fact, any brand-eroding activity should be factored as a cost. If a brands value can be calculated, the loss of value can be estimated.

MK

PS. Tomorrow... Hidden Cost #2

OK. COPYSCHOOL IS IN.

Follow the Logic: Powerful copy resonates and speaks to a reader intimately. The reader hears the words deep within. To achieve such penetration, you must "speak" your copy to the reader as an individual. Speak as an individual to an individual. So when you write copy, write to a single person, someone you know who fits the profile of the target audience.

Two fundamental points here:

1. You speak as you.
2. As you would to an individual person.

That is the Zen of Copy. (MTC)

MK