Tweet

Twelve Ways to Improve Your Marketing Message

Guest post by: Keith Thirgood

Article Overview: Effective marketing writing's a lost art. More and more marketing copy is resorting to hyperbola, factual recitation and self-important puffery. If you want to see how your marketing copy stands up (and sell more as a result), ask yourself the following twelve questions.

Twelve Ways to Improve Your Marketing Message

Effective marketing writing's a lost art. More and more marketing copy is resorting to hyperbola, factual recitation and self-important puffery. If you want to see how your marketing copy stands up (and sell more as a result), ask yourself the following twelve questions.

Am I writing to a single target market, or everybody out there?

Trying to reach everybody is just about the biggest mistake you can make. There's no such a thing as a mass market. Each person and each business is unique and sees themselves that way, and wants their needs and desires addressed that way. The more you try to reach everyone, the more you touch no one.

Have I written about me, or my prospects?

If your writing has more "me", "us" and "our" than "you" and "your" in it, then do a re-write. Prospects don't get up in the morning caring about you and your products/services. They care primarily about themselves and their issues, problems and desires. When your customer focus is demonstrated, they'll turn their attention to you.

My prospect is in pain, am I writing about it?

You have to know what your prospect's pain is. (Even if that pain is a desire to reach for an unfulfilled passion.) Address their pain. Show you know it's real. Highlight it so that they can feel all the frustration of not having it solved. They‘ll be fascinated that you understand.

Am I clear about what they can expect?

But, demonstrating that you know their pain only gets you so far. Now you have to pony up the "so what". Don't write about what it is you do to achieve your results. Describe the results can they expect. Here's where you make your promise to the marketplace. In black and white, it's what they can look forward to.

Am I writing the way I speak, or have I slipped into a schoolmarm's voice?

As a rule, people don't readily buy from salespeople who sound formal and stiff. There seems to be something inherently untrustworthy in formal writing. It's as if the writer is "putting on airs", or worse, trying to hide something. Write as if your prospect is sitting at the same table as you are. (If you're not comfortable with conversational English, hire someone to take your ideas and turn them into something that works.)

Is what I'm writing believable?

If your copy is peppered with over-the-top phrases like "the best", "unbeatable", "world class" and the like, think again. The more you stretch the boundaries of credibility, the more everything you say is dismissed as "marketing hype".

Can my audience sense the passion and conviction in my copy?

Inject your enthusiasm, passion and conviction into your copy. Dull, pedantic prose can't move anyone to action. (This isn't a contradiction what I've just said above; writing with passion is not about exaggeration or hype.) Allow your enthusiasm to show.

Have I included proof of my claims?

The only way to do this credibly is through third-party endorsements. Testimonials. The ideal testimonial contains four things: The original situation/problem, your solution, the client's feelings towards you, and the results they got. Also, the more clearly the person giving the testimonial is identified, the better. (Fred Smith, CEO of Little Big Company, Richmond Hill is better than FS, Richmond Hill.)

Have I clearly stated my offer? (Do I even have an offer?)

Prospects want to be pointed in the right direction and told exactly what to do next. It's not that they're dim witted, it's simply that we live in an overwhelmingly complex world, with tonnes of stress and demands made of us. We deeply desire for the solutions to our issues handed to us without effort. Don't make your prospects work for it -- ‘cause they won't.

Have I given my prospect any reason to act now?

I'm sure you've had prospects ready to buy, but then they don't. You can't understand it. They seemed to be pleased with everything, yet they didn't take that last crucial step. That's the result of inertia. (Law of Inertia: Without external forces acting upon it, an object at rest stays at rest, while an object in motion will remain in motion.) Your prospects are often not in motion. Or their motion is so slow, external forces deflect them from their purchase. You need to add to their motion with incentives. Free bonuses, additional features, time-limited offers, guarantees. Add something to increase the weight of their desire to act now.

Have I told a good story, or am I just giving the facts?

Well-told and appropriate stories engage people's emotions. Most people find it difficult to grasp concepts, facts or figures; or to even care. Emotions sell.

Can my readers see, taste, smell, feel and hear my solution?

Write with the senses in mind. Good example: "This software's a blast to use." Dull: "This software's exciting to use." (Caution, make sure sensory references are relevant and appropriate to your audience.)

Writing isn't just about the facts. It's not something to be banged off the night before your advertisement's due. Good, engaging writing can make the difference between marketing success and failure. As you re-read your marketing copy, ask yourself these 12 questions. If you don't like the answers, you know what to do.

Related Articles
  The fastest way to get feedbacks from customers is now possible with text message marketing
  The TwelveStep Program for Financial Stressaholics
  “Twelve Strategic Ways To Improve And Maintain Strong Healthy Client Relationships, According To Your Strategic Thinking Business Coach”
  “Twelve Major Benefits For Being Well Organized, According To Your Strategic Thinking Business Coach”
  “Twelve Essential Characteristics of MVP (Most Valuable Performing) Leaders”

Article Tags: conviction, effective marketing, enthusiasm, facts, prospects, stories, testimonials, your offer



Related Forum Posts
Re: Those Annoying Telemarketers - When I was making phone calls I received 2 different messages that really stood out... Message 1: "We can't come to the phone right now. If you're a telemarketer please remove this number from your records. All other calls...." I never bothered to hear the rest because I wasn't allowed leaving messages anyway. I had to actually talk to the person. Message 2: "This phone number is protected by Embarq Privacy Services (something like that). Please leave your name, phone number and reason for call, and the party you're trying to reach will determine if the call is important to them." I summarized, but you get the point. Embarq is a local phone company. I don't know if it's available nationwide or not. That's a new one on me, though. I utilize caller ID on my cell. Unless it's a local number, I don't bother to answer. If it's important enough they'll leave a message. I use my cell for online and offline business since it has these capabilities as well as voicemail. Gotta love technology.
Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: The Storm Brace a new invention - Hi Breck, I sent you a Private Message - please check your "new messages link"!
Re: Let’s talk about the ways of marketing your products, servic - I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use. Forum Marketing Yahoo Answers (I need to use more of) SEO (Search Engine Optimization) Bum Marketing or Article marketing P-P-C (Pay Per Click) Marketing Online Directories Hope this helps.
Re: Two hats - startup sales mentor and Message Slinger - 1st of all, thank you for the links, I will review them all and get a pic up ASAP. 2nd, to answer your question, I have always seen working for others as a means to an end result of running my own ventures. With my consultancy at full swing, and Message Slinger in beta, I am realizing the first part of these dreams. There is more to follow, and as it comes, sharing will be a joy.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

What is Give Back Marketing?

Effective Email Marketing Requires Planning

What Type of Business Should I Start?

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.