One of the reasons we consider Rock Candy Media different from other marketing firms and advertising agencies is our collective team’s ability to step outside of ourselves and our clients’ train of thought. It’s easy — inevitable, even — to find yourself in too deep to what you’re working on or thinking about. You cease to think like a consumer, and so you become less effective at communicating to them. When this happens we combat it a number of different ways. For example, we ask our people from graphic design and web development, and even office management, to look at copy, taglines, or what have you to see if what we wrote makes sense, or if our social media marketing campaign is appealing. When we want to make a dent in a client’s SEO, we gather the entire creative team together and ask them to write down the simplest, dumbest possible phrases they’d search for a client’s product. We call the process “Dumb Down Searches.”
Recently, for our client Austin Labiaplasty and Vaginal Rejuvenation, we found ourselves getting too technical. While labiaplasty is the technical name for their most commonly performed procedure, and seemingly a pretty straightforward term, we’d forgotten to take into account that maybe most people — even many people in need of the procedure — don’t know the term labia, or at least don’t remember it. After examination of common search terms that brought traffic to the ALVR website as well as their competitors, we realized that slang comprised a good portion of the searches. So we asked our creatives to come up with slang oriented search terms and shifted our focus from “labia” and “labiaplasty” to “lips,” “vagina lips,” “vagina lip surgery,” and so on. The results? We crushed ALVR’s SEO, booked more appointments, and made our client more money. All because we decided to be dumb.