Kathryn Aragon

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Back to Basics in Marketing: The Call to Action

May 30, 2020 By Kathryn Aragon

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One of my favorite things in marketing is the CTA. The CTA is the bottom line. It’s why every piece of marketing exists. Whether it’s a blog post, a LinkedIn post, a landing page, or an ebook, if it’s a legitimate marketing piece, it has a purpose for being, which is stated clearly and concisely […]

Filed Under: Uncategorized Tagged With: CTA, Reason Why Marketing

Direct Response Copywriting: 13 Formats for Winning Campaigns

May 28, 2012 By Kathryn Aragon

Your research is done. Your strategy is set. It’s time to start writing copy. How do you begin? Before letting the words flow, you need to decide on the strategic approach that will best express your message and connect with readers. To help, I’ve compiled 13 direct response formats that are proven to provide a […]

Filed Under: Uncategorized Tagged With: Copywriting, Creativity, Direct Response, Idea Generation, Persuasive Writing, Reason Why Marketing, Strategy

Why Some Promotions Sell and Others Fail

May 21, 2012 By Kathryn Aragon

“Perception is reality.” That’s how my professor started every marketing class, repeating the words as a mantra until they became a permanent part of our thinking. Even so, when you’re on the job and deadlines loom, it’s easy to forget. We get so caught up in features and benefits, headlines and leads, offers and guarantees, […]

Filed Under: Uncategorized Tagged With: Branding, Copywriting, Creativity, Differentiation, Direct Response, Positioning, Reason Why Marketing, Strategy

The Simple Way to Find Your USP

May 14, 2012 By Kathryn Aragon

One of the most challenging assignments for any marketer is the elusive (and intimidating) unique selling proposition (USP). “Own a piece of the market,” instructs your marketing manual. Okay, but what does that even mean? Today, I’d like to share some simple ways to identify your USP so you can own your own unique share […]

Filed Under: Uncategorized Tagged With: Branding, Copywriting, Creativity, Differentiation, Direct Response, Positioning, Reason Why Marketing, Strategy

Strategic Direct Response: Banish Aimless Marketing Once and For All

May 7, 2012 By Kathryn Aragon

Results. Converting prospects into customers and customers into loyal fans. That’s the bottom line in marketing. So why are marketing departments satisfied with lackluster messaging that doesn’t convert? Why is aimless marketing not only allowed, but encouraged?

Filed Under: Uncategorized Tagged With: Communication Plan, Differentiation, Direct Response, Goals, Ideal Prospect, Reason Why Marketing, Strategy

The Time for Hype Is Over

October 3, 2011 By Kathryn Aragon

I just got off the phone with a client. He tells me his father has never “approved” of his marketing, that it’s too edgy, too hyped. He wants me to redo one of his marketing pieces — create something that will make Dad proud. “The time for hype has passed,” he told me, “and the […]

Filed Under: Uncategorized Tagged With: Copywriting, Direct Response, Marketing, Online Marketing, Persuasive Writing, Reason Why Marketing

What Is a Copywriter?

August 22, 2011 By Kathryn Aragon

Even if you’ve never met one, you can probably guess what a business writer or commercial writer does. The term copywriter is a bit more of a challenge. Logic tells us that a copywriter writes copy. But what on earth is copy? In marketing and advertising, the words are called copy. These words may be […]

Filed Under: Uncategorized Tagged With: Copywriting, Creativity, E-Factor, Persuasive Writing, Reason Why Marketing, Sales

Marketers: What’s Your Point?

May 31, 2011 By Kathryn Aragon

Writers, marketers, communications experts: it’s time to recall a foundational truth that can make a huge impact on your results. No matter what you write, no matter what communication you put in front of your readers, before you put your fingers on the keyboard, you need to answer one question… What’s the point? As communicators, […]

Filed Under: Uncategorized Tagged With: Big Idea, Communication Plan, content marketing, Copywriting, Idea Generation, Persuasive Writing, Positioning, Reason Why Marketing, Strategy, Tips & Tricks

Fad Marketing v. Reason-Why Marketing

November 8, 2010 By Kathryn Aragon

When it comes to marketing, which is more important: getting attention or getting results? Advertising trends suggest most marketers believe getting attention is the way to get results. But is that necessarily the case? It’s true. Cleverness does get attention. It’s not enough to ensure people remember what you’re selling, though. Think about these classic […]

Filed Under: Uncategorized Tagged With: Big Idea, Ideal Prospect, Marketing, Persuasive Writing, Positioning, Reason Why Marketing

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