How Copywriting Mistakes Can Cost You and What to Do About It

yes - notepad & penNever has writing outstanding marketing messages been more important. Just think about how much information you come in contact with each day on web pages, e-mails, social networking sites, TV, radio, billboards, magazines, newspapers, T-shirts, snail mail, brochures, flyers…. Wow, it’s really overload.

So how do you get yours to grab someone’s attention?  So many times I land on a website that a client has requested I review to find language that sounds alarmingly like a business letter written in the 1980’s.  “Welcome to our website. We serve the _____ industry. We offer excellent customer service and we have great prices”.

Does that message sound compelling to you? First of all it’s focused on the company, not the customer. It’s states the same benefits that every company says they offer.  I’m sure you’ve heard that you need to tune into radio station WIIFM (what’s in it for me) when crafting a marketing message. The ME in WIIFM is the customer!

Just think about how much effort you put into marketing your company online, either through pay per click ads, social networking, search engine optimization or other methods, only to have a stream of visitors arrive on your web page and bounce right off. Ouch! Or think of the investment you may have made in a direct mail piece or brochure. If you don’t have a truly mesmerizing message the trash can is where your marketing will end up. This is a painful blow to your sales conversion and bottom line that I know you can’t afford, especially now. And what about the people that really needed what you have to offer and went somewhere else because your marketing message didn’t capture their attention?

Here are a few simple suggestions to help your message stand out:

  •  Write headlines that either stress a in-demand benefit of your product, create insatiable curiosity, or touch an emotional hot button
  •  Create content that identifies your prospect’s main challenge, want or need, then tells a story about how the benefits they hope to get. I guess this my “imagine if” list.
  •  Always, always have one direct, simple call-to-action. Whether you’re doing a print ad, a direct mail piece or a web sales page, you need to tell readers precisely what they need to do now.
  •  Make sure you understand why your customers buy from you before you write your marketing message. What is their biggest problem? What are they hungry and ready to pay for? What do they want life to be like after they purchase and use your product or service?

Those are just a few suggestions to get you started creating the kind of marketing messages that practically force people to stop and read them!

Want a no-cost opportunity to learn more about creating the kind of marketing messages that are like money in the bank?  Wait to you see who I’ve nabbed for a tele-class on March 19th.

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Janis

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