Scientific Copy writing & Scientific Advertising

I am taking a quick break now from my Scientific Copy writing to write about Scientific Advertising. Currently I am finishing my thesis were I write about farming systems, value chains and strategic planning. Interesting topics for some other time perhaps.

scientific_advertisingI should put some attention to my Research Gate profile. If you have not heard about RG, it is a social network for scientists. Scientists are on Research Gate, not on LinkedIn. When you ask one (they are actually very kind people, but usually keep secret what they are working on), they think business people do not waste time on social network sites. Anyone tested that hypothesis?

In science, every word is weighed, just as copywriters do. In stead of now I’m just typing freely this little blog post update, I will skip the editing for today. Hope you’ll understand.

So, basically I am busy, but that did not keep me from having someone make a logo-icon for my personal finance sites in good old reliable blue. The winning color after months of A/B testing. Also, I had a book cover design done by some other guy on fiverr. If you want to learn about AB or split testing, read-this-book.

scientific_advertising_houdyk_250And. As I even took 15 minutes to write this little update. Just to keep practicing on writing, good or bad, and letting you know what I’m up to.

Because obviously copy writing is not my field of expertise, and I have lots of stuff to do, I will be inviting guest authors to write comments on their favorite chapter of Scientific Advertising, putting the timeless knowledge in a modern context. Click on the little book tumbnail, or here, to subscribe to my updates and receive your copy of Scientific Advertising for free. If you have something to say about it, are an expert in any of the topics described in the book or if you know someone who may bet interested in some free publicity and cross pollinating exposure, do not hesitate to let me know!

No Rocket Science, Science that Rocks

Have you seen the series Mad Man? This hit on Netflix is about an Advertising Agency and I loved it. Everything about it just shows off the efforts that were put in to make the series stand out from a mainstream production.
The decors, the clothing, the cast. It all adds up to a very realistic feeling of the time setting. I am not a marketing expert, but I know a thing or two about search engine optimization and content creation for the web. The advertising aspect played a vague role as a background motivation to watch the series.

Because I picked up blogging recently to get attention for my initiative to develop an Integrated Sustainability Management System, I started listening to podcasts about copy writing. One recommended reading Scientific Advertising, as the starting point for everyone wanting to learn about writing copy that works. Because let’s be honest, aren’t we all selling something? Even if it is an opinion, you are marketing yourself. Perhaps you are a consultant, selling a product or service? Every expression you leave online can show up at some point and grab someone’s attention, and make an impact.

When I listen to these marketing experts discussing split testing, how to write headlines and the amount of research that goes into writing a good advertisement, I realize that these Mad Man are real! They exist and they have been around from quite some time. There are just so many wannabee marketers and copywriters, that I never paid attention. On twitter, there are more social media consultants than actual social media users. Everyone is a guru.

Rocket ScienceSo, to get to the point, I got myself a copy and read Scientific Advertising in one go. It grabbed me, for its clarity, and excellent explanation of key concepts of writing sales copy. I was shocked to learn that the book was written by Claude Hopkins in 1923! I thought it was from the fifties. Perhaps because I had these Mad Man in mind reading it. The concepts of Hopkins’s book are totally applicable on today’s online communication and marketing strategies. The human psyche has not changed, that explains the scientific approach. Now do not worry, it is no rocket science. It is all about testing and experimenting, and most of all, learning from documented mistakes others made before.

The basic understanding of how advertising works, and most important, what does not work, can safe every business or organization from wasting budget on campaigns or copy that makes no sense. Advertising, when carefully thought of, and well spend, can help take your organization take off like a rocket. No Rocket Science, but Science that Rocks!

I was surprised that I did not hear about this book before, and asked around to some of my contacts, many people still do not know this classic. The good news is that it became public domain literature, that is why I choose to re-distribute this must read to my subscribers.

I am confident this book can help improve your writing. If you are not writing yourself, I encourage you to invest in reading this 62 page ebook. It is for free, but very valuable. It will help to determine what kind of copywriter you should contract for your content.

Visionary Statement

Visionary statement Backbone Management System (2017-2021)

By the end of 2021 Backbone Management System will be a significant player in the market for integrated management systems. Aiming to meet ten percent of the demand for integrated quality management systems. Making continual improvement and organizational learning accessible for small and medium sized organizations. Our projection is to reach 3000 implementations in five years, with the point of gravity of our clients located in the U.S. and Europe. The implementations of the Backbone Management System will contribute to an increased sustainability thinking, with the triple bottom-line as the basis for new metrics development and sustainability management.

The demand for certified ISO 9001 Quality Management Systems seems to reach its ceiling. ISO 14001 certified Environmental Management Systems are relatively new to the market and show an annual growth of a few percent. Several trends indicate an increased demand for Integrated Management Systems.

Trends

We could have a look at the mentions of the terminology in scientific literature, or google trends, but there is simple, logic reasoning to it.

the-thinker-489753_1280First of all, the High Level Structure (HLS), announced way back in 2012, was introduced in 2015 with ISO’s update for Quality and Environmental standards. A soft landing, with a 3-year transition period ending in 2018. The common table of content in the HLS for the standards, enables the usage of a single framework. There’s benefits and savings that come with that. Higher Efficiency. Reduced audit costs. Reduced Implementation- and Maintenance costs.

There is a new standard joining the HLS family end of 2017(?) based on OHSAS-18001, ISO is developing ISO-45001, the Occupational health and safety management systems standard. This will probably give a boost to the demand for Integrated Business Management Systems. It becomes logic to integrate and monitor aspects related with people, planet and profit. The triple bottemline.

Then there is this megatrend of corporate sustainability. In my opinion, ISO is moving very slowly behind the developments in society. It is very well possible, that other standards or frameworks become leading in Sustainability Management.

Compliance is a result

It is time for a digital, dynamic management system.
It is time for a digital, dynamic management system.
Whatever standard, continual improvement and organizational learning are important in sustainable businesses. An agile, dynamic content Management System or Intranet, designed with these aspects in mind and designed with, and for the users, will be a great asset to each organization. But keep in mind that an organization will benefit only, when all staff, that is including top-management, is committed to sustainable goals. Compliance should never be an objective. It’s a result.

Let’s talk about impact

After having reduced the Backbone Management System to just a tool. Let’s talk about numbers. This is typical a Software as a Service (SaaS) model. The graphic expression would show a beautiful hockey-stick. I am always skeptical when I see those type of graphs, and so should you be, because it is not easy to pull it off. Often, the first years are covered with Venture Capital (VC). High risk investments from a angel investors. I prefer to make a user- or crowd-fund approach, or a combination, to spread risk.

year 2017 2018 2019 2020 2021
clients 33 100 333 1000 3000
$ / client 999 999 999 999 999
$ / year 32.967 99.900 332.667 999.000 2.997.000
total costs 20.000 30.000 40.000 50.000 60.000
NET 12.967 69.900 292.667 949.000 2.937.000

The year of launch. 33 clients. 33K turnover. After development costs and almost three years of hard work remains about 13K. Barely enough to make a living. Two years after launch. With 100 clients, we are talking about a six-figure business. The scalability and timeframe for investments in infrastructure makes is a realistic projection to reach 3000 clients and 3 million $USD in annual turnover in five years.

All this is assuming an annual billing of $999,- per client. That is on the low side. Similar products charge that for just one user. A license for a small organization with 3-5 person should be priced at, at least double that amount. Something to figure out still.

Why don’t you tell me what would be best, a fixed rate per organization, depending on its size category, or paying per user?