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News


Why is most advertising so much gruel?

November 11, 2013

It's simple really. Most advertising talks about the client, the product or to the cleverness of the ad agency. As a customer who only really cares about my own needs, that (like most advertising) is easy to ignore. There is a really simple fix:

Quit talking about yourself.

Effective, moving, inspiring, sales-producing advertising is all about the viewer, the listener, the reader -- the customer. Great advertising delivers a big idea in an entertaining way that delivers "how-to" and hope to the customer. Not the product. Not the clever copywriter. Not the marketing committee. The customer's concerns are the only things that really matter.



Want to sell online? It only takes five web pages.

October 07, 2013

Want to generate sales from your small business website? Keep It Simple Sister. Don’t sweat the geek-speak. Don’t get caught up in all the bells and whistles and shopping carts (and expense). Forget about programming. All you need are these five pages:

  • Homepage – it will be the most visited page on your site. Make it strong and persuasive.
  • Product / Services Listings page – describe your products’ benefits to the buyer. If you have more than 12 products, you’ll need a separate page for each. Make it easy to find what they’re looking for within two clicks.
  • About Us page – the most difficult page to write. People want to know who they’re buying from, tell them like you’d tell a friend about your business.
  • “Why Us” page – your customers have more buying options than ever. Use your Why Us page to demonstrate the benefits of buying from you.
  • Education page – not everyone who visits your site is ready to buy now. They’re looking for information. More than sales and product information, educate them on your philosophies, your industry, post about the things that they’re going to be interested in reading.

Where’s the shopping cart?
The real question is, "do you even need an eCommerce site?" There are only three reasons a small business should invest in a shopping cart for their site:

  1. You sell something I can’t find anywhere else easily online.
  2. You sell the same product for less than anyone else sells it online.
  3. You  ship your product outside of Kansas City or you don’t have a physical location in town where I can buy your product.

Otherwise, save your money. Your energy, time and resources are better spent creating a better website that moves people into your store.



Work small.

June 05, 2013

Small space ads. :15 second tv spots. Outdoor billboards. Twitter posts. The secret to impactful advertising is to work small. Working small distills your thinking down to one single most important, relevant and actionable idea. So that's where all of our creative starts – with one striking visual, one powerful headline, one repeatable action.  Because if you can solve your marketing problem in :15 seconds or on a billboard, you can solve it in a :30, a :60 or with a multi-media campaign.

Working small is the "punch" that separates a clever ad and one that delivers results. Our "Fresher than fresh" campaign for Hen House Market is a recent example of the impact you can make in :15 seconds. Memorable ear candy. Visual punch. One message.

Because when you work small, fifteen seconds is all you need.

 



We’re Hiring!

May 06, 2013

With the recent addition of a handful of B2B and retail accounts, we're looking to add two people:

Account Executive - 3 to 5 years with an agency, media outlet or client-side marketing experience. You'll be working directly with our client partners, as well as selling the agency's services to new business prospects. You'll want to bring a broad knowledge base and it would be benefitial if you had online marketing/digital advertising experience.

Client Support Specialist - This is an entry-level position working directly with our team of account executives. Perfect for a smart cookie looking to learn the ropes from the best of the best. Self-starters only. We're not a babysitting agency smile

Applicants can send their resume and cover letter directly to:

Michael Fasone, CEO
Fasone & Partners Advertising
4003 Pennsylvania
Kansas City, MO 64111

Or email us here: roar@fasonepartners.com

Good luck!

 



Bullet Points Kill

April 09, 2013

 

Overwhelming your prospective customers with data, and bullet points in an attempt to answer every possible question is easy. Oh, it feels like you're doing a lot of work, but all you're really doing is stating the obvious – and the obvious is quickly forgotten.

Where's the creativity? Where's the risk? Where's the storytelling?

Smarter, more effective marketing creates a vacuum that your product or service can fill. Amp the awareness of a problem. Demonstrate the opportunity your business creates. Kill the bullet points. Tell your story.



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