Categories for Content & Copywriting

Using Mad Libs for Better Product Positioning

One consistent challenge for many companies is that the people who develop a new product, service or brand lose often sight of WHY it was created. Before developing marketing strategy and messaging, it is crucial to understand the benefit that the product is providing for a specific audience, and how your organization delivers this benefit uniquely, a.k.a. the value proposition. Even if your organization’s leadership agrees on mission, vision and values, it is possible that you will find a wide spectrum of opinions when you begin to discuss the value proposition. In your next leadership meeting, identify a product or... Read More

Jennie Stuart Health Rebrand

One of our newest clients, Jennie Stuart Health, has been serving the people of Hopkinsville, Kentucky, and the surrounding region for more than a century. Our first assignment was to create a new branding ad campaign to convey the organization’s long history of healthcare excellence. This new look carried over into collateral, homepage banners, digital advertising and more. Why choose an agency in Tulsa, Oklahoma? Because the new Jennie Stuart Health marketing director is a former client who understands the value we bring to healthcare marketing—proving that experience really does make a difference. ## AcrobatAnt Marketing & Advertising AcrobatAnt.com 1336 East... Read More

Adaptive Content

“Adaptive content” picked up steam as a buzzword a couple years ago. It’s one of those phrases that’s a little vague and hard-to-define, but once you pin it down, the concept is important to consider. Content specialist Noz Urbina defines adaptive content as “a content strategy technique designed to support meaningful, personalized interactions across all channels. It is content that is conceived, planned and developed around the customers: their context, their mood, their goals.” Basically, it’s personalization—but adaptive content must go far beyond just slapping a customer’s name on an email or letter. It has the specific aim of making... Read More

Make Direct Mail Cool Again

Even in the digital age, it’s not a bad idea to get back to our roots with a direct mail campaign. Direct mail provides an opportunity for visual and tactile creativity that no digital advertising can provide, since a mailer is a physical item that people can interact with.One of the main goals of direct mail is to make the recipient interact with the mailer for more than just a few seconds. That said, your direct mail must not only look cool, but have a strategic goal behind it—like any other advertising venture, it’s unwise to get wrapped up in... Read More

Why Creating a Buyer Persona is Crucial

What’s a buyer persona? Buyer persona is a fictional representation of your ideal customer based on market data and research about your existing customers. If used to its full potential, a buyer persona can help you get right to the core of your customers’ values—attracting the most valuable leads and visitors to your business. How can a buyer persona benefit my business? It brings your target demographic into focus. When you go through the exercise of defining a buyer persona, you write their story. By doing so, you are uncovering their hopes, concerns, behaviors, activities and needs. When you have... Read More

Content Remains King

Content. The little seven letter word that everyone is talking about. And you should be, too. In this age of marketing, content is paramount. What is content? Content is anything you put out that people engage with. Articles, blogs, social posts, radio, TV, online advertising, anything and everything. When you begin to think about a new campaign, you have to think about the new campaign as an ecosystem. This ecosystem contains all the ways you plan to reach potential customers or clients. As the marketer, you must have a strong content ecosystem. Today’s content ecosystems look vastly different than content... Read More

Back to Basics: Say This, Not That.

Have you ever heard of the abbreviation KISS (keep it simple stupid)? Because that should be the golden rule when you write. Keep the language simple and tailored to your audience. When a patient picks up a doctor’s rack card, he or she should be able to read every word on the card and understand it. If they can’t, then you aren’t sticking to the golden rule. We have a list of buzzwords or jargon that we try not to use when writing for our clients. But we’ve picked our favorite, or most hated, buzzwords to stop using. We also... Read More

Back to Basics: Seven tips that lead to great copywriting.

  However simple it may sound to you, copywriting is a hard task. But with time and practice, you can be a great writer. And deliver great ads. We’ve scoured the Internet and the agency to see what causes the most frustration for designers, account executives and our proofer (thanks for having our back, Jessica) when it comes to copywriting mistakes. Here are the top seven responses: Not including a call to action Including a call to action (CTA) on your advertisements seems like something you learn on the first day of school, but unfortunately it can happen.  CTAs do... Read More

You are what you spec.

To borrow (and rephrase) a standard question from a famous interviewer, if you were a typeface, which typeface would you be? AcrobatAnt challenged its art directors to set their own names in a typeface that reflects who they are and their point of view, then let other office colleagues try to match the art director with the typeface. Here are our results, a mix of surprising and expected. What typeface are you? Danny Sadler Franklin Gothic Condensed AcrobatAnt’s creative director chose this traditional font because he can subtly kern certain characters to make them flow together better. He likes its... Read More

Only Mad Men Like Advertising; Customers Want Content

Marketers who are driving growth and building stronger brand connections with their audiences are doing so by providing value outside of a purchasing need.    As we’ve discussed in our last few blog posts on content marketing, consumers have crept into the driver’s seat and have virtually shut off the world of traditional marketing as we know it. It doesn’t matter whether you sell to businesses or consumers—a buyer is a consumer and vice versa; their behavior is what they’ve acquired in their retail experiences. A consumer’s brand experience begins online. Marketing’s dependence on mass promotional campaigns with goals of... Read More