The Rogue Marketer

Grammar is one thing that often falls by the wayside when copywriting or when writing a blog post. Grammar was always one of those hard to learn things to be avoided. Luckily I now use the grammar check function of Grammarly to end what to me was equivalent of a severe rope burn.

Grammarly lives in the cloud and uses a simple cut and paste procedure to do a thorough grammar check. The tool asks how writing will be used (casual, business etc.) followed by a scan that applies 250 rules. A separate plagiarism checker helps to ensure that all of your work is original or properly credited. Spell check is also built in making it even easier one stop way to improve any writing.

There is no comparing the number of mistakes caught by Grammarly when compared to other tools. A check by Microsoft Word will often miss ten or more problems that are easily called out and explained by Grammarly. It is one of my go to tools for every blog and web post, and I highly recommend it become one of yours.

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The answer to the question "what does a great marketer look like" is no harder than a quick review of the work being produced by "The Art of Shaving™."

The brand and marketing team that supports the brand is getting all of the fundamentals right:

1. Focus on a target audience/problem: Men who want to improve their appearance but lack the knowledge or confidence.

2. Offer a simple solution: 4 step plan for improving the way you shave and the results you get.

"Founded in 1996, The Art of Shaving™ is considered the world’s leading premium shaving brand    with its aromatherapy-based grooming products, high-end shaving instruments, and a retail    chain dedicated to men’s shaving. The Art of Shaving has trademarked its wet shaving system “The 4 Elements of the Perfect Shave” – Prepare, Lather Up, Shave, and Moisturize – and is recognized as the best-selling men’s brand at high-end department stores."

3. Make it easy to try: Art of Shaving offers a $25 starter kit. The full $25 can be applied to the purchase of a regular kit.

4. Create a strong brand message that reinforces the value proposition: "Welcome to the Brotherhood of Shaving" - you are not alone, join the club

5. Reinforce the message weekly: CRM program sends weekly videos and content on how to get a great shave.

        Week 1: Welcome email: "Welcome to the Brotherhood of Shaving"

    Week 2+: Followup message with content that reinforces the value proposition

 Week 3: Send expert testimonials

 It doesn't get any better than that.....the "Art of Shaving" is a stellar example of Procter & Gamble backed marketing at its' finest. I'm proud to be a new member of the brotherhood and to finally learn the "art of shaving."

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