The Synergysophy of Integrated Marketing Communication

Written by Tom Merilahti @ Synergialaitos


Synergy Integrated Marketing

Where chaos begins, classical science stops. There has always been ignorance about disorder inrepparttar atmosphere, inrepparttar 120933 turbulent sea, inrepparttar 120934 fluctuations of wildlife populations,repparttar 120935 oscillations ofrepparttar 120936 heart and brain......

Classical (Western) science isrepparttar 120937 science of logic, of linearity, of definitions. We believe that where ' classical science stops ',repparttar 120938 real fun begins. We want to explorerepparttar 120939 chaos of ideas that try to depict this adventurous century and formrepparttar 120940 roots ofrepparttar 120941 century ahead. Because we believe that withinrepparttar 120942 chaos patterns can be found. And these patterns will enablerepparttar 120943 formation of strategic thinking.

Names and Boxes

The classical method forrepparttar 120944 investigation of systems and processes is a flow chart - a network of discrete ' boxes ', each named, and connected together, in a hierarchy of ' decision '. Useful though this method may be, boxes often excluderepparttar 120945 very information that might be needed. And in a world where barriers are falling, frontiers collapsing, disciplines intermixing and culture going intorepparttar 120946 melting pot, these precise delineated boxes no longer reveal truths, they conceal them.

We prefer to think of a name, or a box, as a stone dropped into a lake of ideas. Each 'stone' produces concentric ripples which spread out and intersect with other ripples, creating complex patterns of interference - which might be called chaos. IT IS THE RESONATION OF IDEAS WITH EACH OTHER that interests us most of all. It is inrepparttar 120947 spaces betweenrepparttar 120948 boxes that excitement lies.

Evolution

One basic law of organic evolution is ' increasing complexity '. Things never get easier. Onrepparttar 120949 other hand,repparttar 120950 simple smoothness of a pebble onrepparttar 120951 beach isrepparttar 120952 result of millions of frictional contacts with other pebbles inrepparttar 120953 surge and ebb ofrepparttar 120954 tides. Ideas become beautiful inrepparttar 120955 same way. Our ideas may one day be beautiful - but forrepparttar 120956 moment we are interested inrepparttar 120957 waves, notrepparttar 120958 beach. Not inrepparttar 120959 concrete, but inrepparttar 120960 ephemeral motion which isrepparttar 120961 result of conflicting energies.

Operational Research

Operational Research (OR) was a system devised during WW2 to solve unique problems of technology, logistics and strategy. Radar was one ofrepparttar 120962 hundreds of answers to vaguely positioned but urgent problems that OR produced.

A Professional Copywriter Can Help You Avoid These Seven Common Marketing Pitfalls

Written by Heather Robson


Small business owners often makerepparttar mistake of believing that they can get by writing their own copy for their marketing materials. Even big corporations sometimes fall into this trap believing they can be just as effective handling copy development in house.

While it’s true that you can produce passable copy this way, you often are missing out on better results—results that a copywriting professional can bring to your marketing efforts. And settling for lesser results means your business isn’t doing as well as it could, and its marketing materials are not providingrepparttar 120932 return on investment that they should.

The main concern that business owners and marketing directors alike have about hiring a professional copywriter is cost. They fear thatrepparttar 120933 cost will be prohibitive. But in most casesrepparttar 120934 copywriter’s fees are minimal compared torepparttar 120935 overall cost ofrepparttar 120936 marketing campaign. And good copy can improverepparttar 120937 success ofrepparttar 120938 campaign by up to 34%.

The reason a professional copywriter can make such a difference to a marketing campaign is not only that they know how to write persuasively…they also know what common mistakes to avoid. If you’re trying to get by using copy written by somebody whose main focus is not copywriting, your marketing materials could be suffering fron one of these common traps.

1. Me-Centered Copy It’s so easy when you’re selling a product or service to focus on that product or service. It seems like a no-brainer. Butrepparttar 120939 truth is doing so can kill your response rate. Professional copywriters know to avoid this me-centered mentality and focus onrepparttar 120940 prospect instead. This shift alone is enough to make a sharp improvement in any marketing campaign.

2. No Call to Action So many marketing pieces do a great job of gettingrepparttar 120941 prospects attention. They draw them in, convince them ofrepparttar 120942 product or service’s merit…and just whenrepparttar 120943 prospect is ready to buy, they droprepparttar 120944 ball, and forget to tellrepparttar 120945 prospect what to do next. A call to action is a simple, but often overlooked, way to build response rate…and it’s something that every copywriter worth his (or her) salt will include.

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