Are you looking at your marketing copy from your customers’ viewpoint–or your own? Is your marketing copy creating honest communication between you and your customer–or is it leaving them with unanswered questions?
Make a true connection by never saying these 10 things in your marketing copy:
- Never simply say you’re the best; prove you’re the best. It is far better to show your achievements, through testimonials, case studies, photographs, awards, achievements, and examples.
- Never use your marketing copy to disparage other companies. Why give your competitors free publicity? Instead, use that space to educate customers about what they should expect from a truly great provider (like you).
- Never threaten your customers with the dire consequences of not using your services. They know they have a problem; what they need are solutions.
- Never be vague about what you can and cannot deliver. Rather than saying you finish projects in “about” three weeks, provide a range or increase the time to a definite four weeks and make customers ecstatic when you deliver ahead of schedule.
- Never start your marketing copy with features when you can start with benefits; never drown your customer in a long list of capabilities when you can excite them with potential results.
- Never switch your audience in mid-stream. Talk to “you” (the customer) and make sure you (the business) know who that customer is at all times.
- Never make disparaging remarks about individuals who refused–or eventually accepted–your services. Customers shy away from a mean spirited provider.
- Never fill your marketing copy with 10-dollar words, jargon, and acronyms under the mistaken belief that they make you sound more knowledgeable. Your customers are already depending on you to be knowledgeable. Use everyday language they understand to explain what you do and why it works.
- Never allow typos, inconsistencies, or grammatical errors in your marketing copy. Proofread, proofread, proofread.
- Never write solely for search engines. Your customers are people. Write for people.
Marketing copy that is clear, precise, interesting, and focused on your customers will always be read. That’s the type of copy we write at TWP Marketing & Technical Communications. Contact us today.