Episode 29 – When Copywriting Always Ask, So What? – Louise Shanahan – Health Copywriter and Jargon-Buster (The Copy Prescription)

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What are the top three questions that you should consider when tackling a CIM Qualification – Assignments and Exams? We’ll find out later as well as discussing something slightly different in this episode as we take a look at a single CIM Level 4 Marketing Exam question and try to understand what the correct answer is and why – This week it’s the Micro Environment.

But before any of that, lets talk to Louise Shanahan, a copywriter for The Copy Prescription, and I love that name as Louise writes within two niche marketplaces – yep – health and the Government.

Louise is also a fitness nerd and a former civil-servant, which helps as she is writing about these two things A LOT!  Go figure, someone who knows an industry, has a passion for it and has gone niche, actually making a living from these things, well I never!!!

 

Takeaways

– What is your skill, what is your niche? Louise career has been guided, some would say by her personal life but she always utilised this to her advantage, which is now also the niche she is thriving in. From Wooden Spoon to Gym Fanatic – you make your own future, what will yours be?

– But once you have your niche, how do you thrive in this particular community. Well, Louise maximised her knowledge of Government and Health as well a being very relatable, genuine and trustworthy – and video Marketing can prove to be a great platform to do this as long as the message you are conveying is relative and for good

– Copywriting can help persuade and sell, which is basically good marketing fundamentals. Louise tells her clients that they have a duty to have good copy as they will be doing their customers a disservice if they let then click away. If you have a great product or service – you need to use the right platforms along with the right message to stand any chance of surviving.

 

Top Tip – Top 3 questions that need answering

When tackling any CIM Assignment or exam there are three questions that always need answering, maybe not directly, but certainly indirectly and as a by-product of what you are suggesting in your answers.

These are as follows:

What’s in it for the customer?

You need to be solving a problem. An issue that consumers need fixing. That is why organisations exist, to solve problems individuals cannot do by themselves, or can, but a company can offer a far more convenient way to do so, usually in exchange for money. This lies at the heart of every Marketing question, task or project and it is your job to figure out how to get across what is in it for the customer and why your organisation is the best to fulfill these needs and wants.

What’s in it for the organisation serving that customer?

In a similar context, fulfilling the needs and want of consumers is simply a noble cause without being rewarded for doing so (which could be anything from subscriptions and singular purchases to donations and memberships), but there must be something in it to make viable for an organisation to offer a specific product or service.

How will we deliver a competitive advantage?

Finally and possibly most importantly for both the customer and the organisation – what is the competitive advantage on offer, that distinctiveness that sets a company apart. A mechanism for delivering such a uniqueness that can be then transmitted by means of utilising the right communication channels to make enough noise that the right customer base, or target market take notice.

Remember, most of the time these questions will be answered indirectly as your answers will be tailored to the specific questions posed, but the underlying tones should of any answer, should at the heart of it, help to resolve this trio on conundrums.

 

CIM Level 4 Marketing Exam Questions Explained

Which of the following is an element of the Micro Marketing environment?

  1. Interest Groups
  2. Tax Incentives
  3. Political Lobbyists
  4. Consumer Legislation

For this question you must consider both the micro and macro environments and categories each answer. If we look at the maco and those external factors that could effect an organisation we can clearly eliminate Political Lobbyists and Consumer Legislation as this is far reaching and effects a wider audience than just a singular company.

In the same respect, tax incentives could be an influence in the micro environment, but we are looking for something specific to Marketing. Which leaves us with Interest Groups. Now these could be considered similar to Political Lobbyists, but an interest group can be viewed very much as a stakeholder to a particular organisation and therefore be much closer than a lobbyist would ever be.

The answer is:

  1. Interest Groups

 

Links

Louise Shanahan
http://thecopyprescription.com

LinkedIn: https://www.linkedin.com/in/louise-shanahan-b60b70113/

Instagram: https://www.instagram.com/thecopyprescription/

Books:
Confidence Game – Maria Konnikova: https://amzn.to/2B47aza

App:
Podcast Addict: https://play.google.com/store/apps/details?id=com.bambuna.podcastaddict&hl=en_GB

EverNote: https://evernote.com

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