IAE To Unveil Framework, Tools For Mitigating Greenwashing (mediapost.com)

I know. “Copywriting” and “formulas” sound like they don’t even belong in the same sentence, let alone the same concept. As someone who used to enjoy English class and all but cry their way through chemistry, I fully support words and numbers playing in separate sandboxes. But in marketing and advertising, there are in fact copy formulas you can use to disrupt and drive consumers to buy what you sell. The best formulas are easily remembered, quickly mastered, and can be used by novice and experienced writers alike. Knowing them can help you create copy that’s twice as effective, in about half the time. Formulas can also offer a boost when writer’s block sets in or help validate your work when you need a final gut check. Oh, and the reason they’re called formulas? Because they work! FORMULA #1: AIDA = Attention, Interest, Desire, Action; FORMULA #2: THE FOUR Cs = Clear, Concise, Compelling, Credible; FORMULA #3: FAB = Features, Advantages, Benefits.

The major ad organizations are urging California lawmakers to reject a bill aimed at enabling residents to easily remove their information from every data broker registered with the state. The California Consumer Privacy Act already allows people to request removal of their information from data brokers, but on a company-by-company basis. The new Delete Act (SB 362), introduced earlier this year by Senator Josh Becker, would require all data brokers in the state to honor an opt-out request made through a single mechanism. “Without data, companies would not be able to deliver critically important products and services consumers benefit from today, sometimes without even being aware of how this data supports their safety and enjoyment of everyday life,” the groups write.

Just about all digital marketing channels are less effective than they were a year ago, largely because of privacy regulations, judging by the State of B2C Conversational Marketing, a study released Thursday by Spectrm. Of the B2C marketers polled, 90.75% have seen channels decline, including these: Email marketing — 10.2%; Influencer marketing — 11.5%; SMS marketing — 10.2%; Social media marketing — 16.7%; Retargeting — 8.0%; Search advertising — 8.2%; Display advertising — 10.0%; SEO — 8.0%; Affiliate marketing — 7.7%; Skip: we’ve not seen any channels decline — 9.2%. One problem is privacy — 59% of marketers say that the issue and the regulations have caused channels to become less effective. And 41% said collecting zero-party data is more important than ever to them, while 29% disagree.