Is “on time and within budget” the first few lines of your marketing message?
If you had to remove those words, what would your story be?
Everyone worries about spending money, even those with deep pockets. And if someone hires you they hope you’ll finish on time. Both are universal concerns.
They’re also the least a customer can expect. A built-in feature. And when you’re not the cause of a ballooning budget or a blown schedule, your best offering is now shot.
Even if you’re serving the fast and cheap crowd, you still need to stand out among all the other businesses using the same line. Read more
If there’s one thing you can do to activate your brand image, it’s to improve your writing.
Better writing connects with your customers or prospects.
People feel connected if, when reading your copy, they feel like you have considered their desires, fears or needs.
And people who feel that way want more of what you’re selling. This goes for selling a plumbing service, getting people to read your annual report or attracting new members.
One thing that prevents this connection from happening is a focus on features, often masquerading as benefits. Read more
You sit down to write your marketing copy. Words flow easily about who you are and what your service or product includes. You can describe the what, where and when with finesse. The only problem is that the reader is going to ask, “What’s in it for me?”
It doesn’t matter if it’s a marketing brochure, a workshop description or website copy. It doesn’t matter if the reader is a devotee. It doesn’t matter how much you think they need your information or how interesting it is. In making a decision to sign up, purchase or read further, your customer is wondering how you can benefit them.
Why is focusing on benefits so hard?