How many times have I written articles on the topic of brand building and instructed clients on the subject? Over the years, it has been a regular focus of The Great Writer and Solution Content’s services.

Ironically, in an age of Internet marketing, brand building isn’t always related to SEO or SEM best practices or even a Web 2.0 or 3.0 focus. Sometimes brand building can effectively take an ‘old fashion’ approach and be very successful. That is going to be the approach with The Great Writer.

A good copywriter must think of everything
For the past few years, The Great Writer has proven to be a good domain name and has aided in SEO. It has also been central in the effort to build a positive image based on a client-focus, superior writing and effective copywriting. There has been only one potential downside of the name; some prospective clients may find the name too egotistical or haughty. In the world of marketing, everything has to be considered.

The result of this soul-searching and insightfulness will be some renewed brand building. In the weeks ahead, The Great Writer will become Acme Writing.

What’s in a name?
The word Acme means the highest point; summit; peak. Besides the legendary image of the word ‘acme’ in stories and comic strips as the generic, fictitious company, it has a meaning that is very fitting for the way we do business.

We always raise our gaze to the highest point when we are writing for a client.  Our aim is never low, but always pointed at the summit so that our writing is of the highest quality and nothing less.

In addition to the ‘established’ feel of the word ‘acme,’ it is easy to remember and does not suggest any sense that we consider ourselves pompous or self-aggrandizing. It sounds like a company that was established a hundred years ago and not a half-decade ago.

Marketing the old way to build a brand
None of the explanations above have anything to do with the Internet or digital considerations at all. A change from a business name that has some SEO benefits to one which comes out of traditional marketing speaks to the true constants in marketing and brand building. What matters most is how other people see your company. What is the emotional or intellectual impact on the prospective customer or client?

In the zeal of modern day marketers to embrace all things digital, some of the fundamentals of marketing not only survive, but prevail. When building a brand, its all perception. Much of this approach has not been advanced much by the advent of the digital age. The psychology of prospective buyers is constant.

What has changed? Even a small company, with a minimum of capital, has the ability through smart marketing to reach a global audience. This would have been impossible twenty-years ago. These same small companies can build a public perception through digital channels that can be magnified beyond the means of traditional marketing. Social media and other means of creating a buzz can amplify the company’s image and persona to gigantic proportions.

Our Company
By all measures, The Great Writer has been an enormous success. We have clients all around the world. What’s even more important, those clients have been very happy with the deliverables. We have grown our business, and it’s related buzz through many channels, but in the end the focus on quality has been our calling card.

What we do know, when the smoke clears, is that its many of the traditional means of introducing a company and creating its image that get peoples’ attention and stimulate their imaginations. For that reason, Acme Writing will carry on the best attributes of The Great Writer, but rely on a company name with a broader appeal. Brand building still has to consider these incremental changes to take companies to the peak of success.

Maybe I should say, the acme of success.

© 2009 K Richard Douglas

There is an old adage; ‘jack of all trades and master of none’ that explains the need for specialization and the downside of generalization.  Investment advisors are a case in point; they know tax strategies, estate planning and investment management, but may not know web design. Their clients pay for specialized advice and don’t expect their advisors to be a jack of all trades.

This last point explains why investment advisors should leave web content, marketing collateral and other forms of copywriting and content development to a specialist. They may have the ability to write accurately, observing good grammar and sentence structure, but the goals of effective writing are best left to a professional.

Writing has to achieve a number of goals, among them entertainment, information, disclosure, education and persuasion.  All of these goals can be achieved through carefully crafted writing. All of these goals are also important elements of an advisor’s website, marketing collateral, client communications, engagement standards and newsletters.  Some creativity even helps craft engaging bios.

The Great Writer can help advisors develop an image and a message that is effective and engaging.  We can also help devise a strategy for utilizing social media, blogs and viral marketing as an extension of the advisors’ current written documentation.

As the chief copy and content writer for The Great Writer, K Richard Douglas offers special insights for advisors that most writers would be hard-pressed to match. With twenty-six years in the financial services business, Richard held several Principals registrations as well as other designations.  He has expertise in the areas of defined contribution plans, annuities, mutual funds, TSA’s, insurance, brokerage ops and asset allocation.

Advisors can outsource their writing tasks to a real specialist. There is no need to be a jack of all trades when your written materials and web content may be compromised in the process. Let us know how we can help.  Contact us today.

Are you completely satisfied with your company’s domain name?  Does it perfectly reflect the image of your company that the public should have? Will consumers recognize your domain name when they see it and will it make sense to those seeing it for the first time?  Does it speak to who you are and what your company does?

A great domain name serves many purposes. It is very important for successful SEO.  It can bring instant recognitian to your on-line presence. It can be easy to remember and serve to enhance your public image.

And what of a bad domain name? It can waste your time, energy and digital funding by taking your company nowhere on the Internet.

The Great Writer and Solution Content offer a domain name consultation service that can enhance your company’s on-line presence, increase your SEO success and further develop your brand and image.  We can provide you with great content, that can achieve many of these goals, but your domain name is the ultimate tool for success.

Our domain consultation service looks at your company, your mission statement, your goals, your market and your competitors.  We then determine several potential domain names that best express your company, its products or services and the image you would prefer to project.  We do extensive research to find the perfect domain name and check on its availability.  We also make sure that it is unique and does not duplicate what your competitors are using.

We have performed this service for companies for a fee close to $5,000.  We are reducing this service, for the month of July, to only $500.  Your only additional expense is the minimal cost of the new domain name.  This provides an enormous opportunity to advance your company’s on-line image and your SEO success.

The Great Writer will either replace an existing domain or help your company with its introduction to cyberspace.  Our research will find the perfect domain name for your company. It can mean all the difference in your company’s digital success.  Contact us today.