I AM NOT CUTE. I DON'T TRY TO BE CUTE.
I am a marketing strategist and an advertising copywriter. I use my creativity to sell product, not to impress some award committee. I believe in the power of short sentences, simple words, easy to grasp concepts and in focusing on the benefits to the buyer.
You've seen the ads with cutesy visuals (like the puppy dog) that have almost nothing to do with the product or the user. These images create a false interrupt. The ads grab your attention but as soon as you understand that they're selling something unrelated, you tune out. Even worse, if you were looking for a book bindery, chances are good you'd pass this ad by without engaging. Result? Opportunity squandered and money lost.
You've seen marketing strategies that feature style over substance, brand awareness over sales and creativity over solid marketing fundamentals. Unless you're a mega-marketer, I don't believe in those strategies. Instead, I believe in building a solid case for your product. One that differentiates you from the competition. One that provides ample and compelling evidence that helps the buyer make an informed decision. In other words, one that makes the case for doing business with you! Result? More interested viewers and increased sales.
(More on this topic in my book, The Seven Deadly Sins of Marketing.)