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In this episode, we talk about an anonymous question from a reader who has a little problem: The departments in their library get upset when they re-write their text suggestions for marketing messages. I’ll talk about how I handle this situation at my library. We’re all in this boat, right??
As promised, some articles to help convince your skeptical programming co-workers about the importance of writing library marketing text.
Why Marketers Must Learn to Write
KISS Bad Writing Goodbye: How to Save Your Marketing
Why Writing Skills Are Necessary in Marketing
Also kudos to the West Gippsland Libraries in Australia for their hilarious new brand awareness video.
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Super Library Marketing: Practical Tips and Ideas for Library Promotion 
October 9, 2019 at 11:44 am
This is such a timely topic for me! My library’s programmers often feel that marketing pieces need to explain all the “rules” of their programs — what age the program is for, how to get tickets, what to do in the event of an alien landing in the middle of the program, etc? (OK, maybe not that last one, but it seems to come close at times.) I can say that those sorts of details don’t need to be in eye-catching promotional materials, but the programmers feel strongly that they need to be spelled out _somewhere_ to fend off patron disappointment. How do you incorporate different levels of program detail into different marketing pieces at your library?
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October 9, 2019 at 2:13 pm
Thanks Christy, and you made me laugh… you’re clever! I like to create pieces that have the program’s date, time, and location, along with an image that evokes an emotion, one line describing the program, and an easy-to-remember url driving people to the event calendar where all the information they’ll ever want or need is located. I also ask my programming co-workers to use the print material as an opportunity to talk with patrons about their programs, sharing all that extraneous information that would have gone on the flier. I feel like sometimes the print promotional materials are an attempt to avoid talking to people! But word of mouth marketing works best. We just have to keep making that argument. I’m glad I’m not alone!
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