Every new product or service has a wow factor—it’s faster, smaller, more beautiful, more reliable, more precise, or greater value than the competition. Your best selling opportunity is to start writing with your wow factor. Too many companies bury that important information deep in their copy. To identify your wow factor and give it the top billing it deserves, follow these four steps:
Step 1. Make sure you know what your customer wants most. Your customer’s priorities might be quite different from yours. You may want to boast about your success at miniaturizing internal components while your customer is only interested in whether the product looks cool. Your marketing copy must speak to the customer’s priorities, even if this means ignoring your finest achievements.
Step 2. Concentrate on the specifics—they set your product or service apart. If accuracy to 5 microns is important to your customers, your text should state “accurate to 5 microns” rather than relying solely on vague adjectives like “extremely accurate.” If personal service is important, let photographs, testimonials, and case studies reveal exactly how personal your service is.
Step 3. Select your language to empower, not overwhelm, your customer. In an effort to be concise, companies sometimes cram 10 selling points into one long sentence or string of nouns (“a robust email marketing newsletter solution service”). First be clear, then concise. Educate customers slowly in everyday language; no matter how proficient customers are in their own field, they come to you for your special expertise, so share it in a way they can understand.
Step 4. Focus first on your strongest benefit. Always remember that the most powerful message you can send to a potential customer is “we can solve your problem.” When you identify a compelling problem and solution, you have your first sentence: your wow factor. Then you can detail the other benefits and features you offer. But customers can absorb only a limited amount of new information at once (some research suggests a 4-item limit). Stay well within those boundaries at the start of your marketing copy.
Are you struggling to find and write about your wow factor? Contact me at TWP Marketing & Technical Communications; I’m here to help.