Warning: If You Make this Mistake, Your Marketing Message will Suffer

We’ve been talking a lot about the fundamentals of writing to sell more. E.g. how to convey benefits and how to use good examples.

Now we need to leverage that knowledge into something that is a direct extension of your writing because, well, you write it – a lot.

What is it? Your Message.

But before we do, you need to know (read: avoid) one mistake that will make your marketing message suffer:

If you say three things, you say nothing.

That’s it. That’s the mistake in a nutshell. And if you make it, your marketing will suffer.

It doesn’t matter if you say too much in your brochure, your meeting, or your commercial. If you try to deliver multiple messages in one place or at one time, your marketing efforts will suffer.

Why?

Because saying too much saturates your message. When you talk about your three (or four, or five) big ideas, people start losing track of what your priority is. They don’t know how you help them. They may forget your message or even get downright confused by it.

The result? They don’t know your message or they don’t retain your message. Either way, your message suffers because the reader can’t produce a reason for doing business with you.

If you want a current example, go look at the new Gatorade “G Series” commercial. Does anyone have any idea what their focus is? Or how they help you? Or even that there are three DIFFERENT Gatorade drinks being marketed in one place? No, no, and at best, maybe.

“Maybe”? That’s the best Gatorade can do with a marketing message?

If it can happen to Gatorade’s marketing, it can happen to yours too.

So, how do you combat this multiple-message-madness from hurting your marketing efforts?

It’s simple. Pick your most important message one and stick to it. Be clear and be consistent. Don’t try to say it 14 different ways. Consistency is key to messaging and retention.

You don’t have to stay in your message verbatim all the time, but the message underneath needs to be consistent, clear, and easy to remember.

What’s ours’ at Business Writing Solutions? “We market to most effectively promote your business.” Sometimes, it’s “we market to help you sell more.” Same difference, because the most effective promotion inherently helps you sell more.

Speaking of selling more, let me finish up with a way to help you do that.

Stop trying to say so much in your marketing message! Keep it focused, simple, and consistent, and your marketing message will be more effective.

For more about this topic, please visit our website at elitebusinesswriting.com.

Like what you read? Subscribe to this blog by using the orange RSS button to the right.

 

What Everybody Needs to Know About: Using Examples to Convey Benefits

Concrete examples are the easiest, quickest way to get a reader to understand the benefits of what you’re offering. (If you don’t know the importance of marketing that describes benefits, you need to read the “How To: Sell More” post.)

But, what is a concrete example, you ask? It’s something tangible, something people can visualize, it’s something they can simulate in their mind’s eye.

The opposite of concrete is abstract. Abstract is an intangible idea or philosophy that you can’t visualize or simulate.

The good thing is, you can use the concrete to convey the abstract.

Abstract Example: My marketing company provides great customer service. (Can you visualize this?)

Concrete Example: We revised a client’s daughter’s marketing plan for free. (Now, can you visualize this?)

See my point? Both messages communicate that we provide great customer service. But, only one of them gives you an example of that service, and people are always more receptive to your ideas or philosophy when you provide examples of how they work.

The best part is that concrete examples enable people to create their own ideas of how well your company will serve them if they become your customer. In short, concrete examples make it easy for readers’ minds to wander and visualize the great things you’ll do for them.

They can say “wow, if they did that for someone else, they may be willing to do X, Y, or Z for me too.” When that happens, they’ve already sold themselves and are more inclined to use your firm.

And the world is a better place (for businesses, at least) when customers sell themselves.

So, use concrete examples, and let them sell themselves on all the benefits your company can offer.

If you like this blog and would like to stay updated on all of the latest marketing information that can help you sell more today, please subscribe using the orange button the right.

And to learn more about writing benefits in marketing communications and effective marketing messages, please visit our website at elitebusinesswriting.com.

Like what you read? Subscribe to this blog by using the orange RSS button to the right.

More Persuasive Copy Fundamentals to Help You Sell Even More

A few weeks ago, I told you there would be more tips on how to write persuasively. (Read all the way to the bottom of the “How To: Sell More by Writing Persuasive Copy” Post.)

See it? Good. Because here we are, talking about persuasive copy tips – so you can sell more – again.

So let’s get right to it.

In order for you to persuade somebody with your writing, you need to connect with them. You need to make them believe that they are like you, at least regarding the topic at hand. Otherwise, it’s easy for them to think your viewpoint is irrelevant because you share nothing in common. If you share nothing in common with them, they’ll think you can’t relate. And, since you can’t relate to them, they won’t trust you.

Think about it: When was the last time you were persuaded by someone who you couldn’t trust?

When people can’t trust you, they just stop reading. Why? Because they think there’s nothing for them to gain.

So, how do you connect with them? How do you relate? How do you get them to trust you?

Glad you asked, because there’s two great ways:

1. Emotionally

2. Philosophically

When you’re writing to connect emotionally, you need to determine the emotions you share with your readers on the subject. Then, elicit those emotions by talking about your experience.

Example: If you’re writing to sell burglar alarms, you can talk about security, because that is one emotion that the majority of people share on the topic. Everyone wants to have the feeling of security that comes with a burglar alarm.

Talk about how you felt before the alarm, then talk about how you feel after the alarm. Example: Compare for them how you slept at night. If you convey that you, the writer, also yearn for this sense of security, they see that you share something emotionally in common. They want to experience the same thing you do. Once that’s established, they can start trusting you.

You can also do this philosophically. If you believe that your readers do, or will, share the same philosophy with you on a topic, persuade them by incorporating those philosophies into your pitch. But first, you must know your readers’ philosophies.

Example: You’re writing to sell a leadership book. The sales copy will be placed on a website designed for officers, executives, board members – in short, people who are highly likely to understand and believe in the value of great leadership.

How do you connect with them to persuade them this is a great book? Talk about your views on leadership that you’re confident they’ll agree with. “I believe that great leaders _____(fill in the blank with your philosophy)”. Get them to nod their heads in agreement while reading, as if they’re saying “Yes! I believe that too!” When you get them to say that, they start to connect with you and believe what you’re saying. They think you are like them because you agree on the same thing.

Use emotional and philosophical similarities and agreements to connect with your readers. Once readers connect with you, you can persuade them easier.

Just make sure to use the tips on the “How To:” post mentioned at the beginning, because they’ll help achieve the copy’s full potential.

And when your copy achieves it’s full potential, you most effectively market.

For more information on most effectively marketing your business, please visit elitebusinesswriting.com.

Like what you read? Subscribe to this blog by using the orange RSS button to the right.

The Most Important Word in Persuasive Copy

If you read my previous post about how to write persuasive sales copy, you’re one step closer to knowing the most important word in persuasive copy. You also know that you need to support the statements made in your marketing copy with reasons.

Why? Because the average reader will accept most of what you write, as long as you give them a reason. Reasons are very, very important in writing persuasive copy that sells.

So, how do you deliver an effective reason to readers?

Or more accurately, what’s the most important word in persuasive copy that helps you deliver an effective reason?

“Because.”

Why? Because it is.

In all seriousness, “because” is the most important word in persuasive writing – and in marketing as a whole – because of these 3 reasons:

1. Because everyone knows the meaning of it, and the implications that go with that meaning no matter how or where it’s used. In other words, because it is crystal clear to your readers.

2. Because it helps transition the benefits you wrote about your product/service to the writing you use to close the sale. Example: “So, why is the new third row in this SUV better for me?” “Because you can transport your entire family in one vehicle instead of two.”

3. Because it gives your readers the reasons they need to act. Because people hate to be sold but love to buy, using “because” when you market to them provides the reason(s) they need to act. So, use it when you market to them.

If it sounds too easy, try it. Write your next copy using the word “because” to sell your reasons, and you’ll sell more products.

For more information on persuasive and effective marketing messages, please visit out website at: www.elitebusinesswriting.com

PS: Yes, we know “because” appeared a lot in this post. That’s because we like to practice what we preach and give you reasons to do something instead of just telling you to do it. And “because” happens to be the most effective way to do that when delivering persuasive messages.

Like what you read? Subscribe to this blog by using the orange RSS button to the right.

How To: Sell More by Writing Persuasive Marketing Copy

It’s all about YOU. Not only you, but all of you. All of you as readers, that is.

That brings me to this: when writing sales or marketing copy, you must always focus on the benefits to the reader. That’s the only way to sell them.

Example: The benefit of this discussion to my readers is that it helps them sell more.

Seems obvious. But, if the benefits aren’t apparent, the copy fails. Do you often, or ever, pause while reading copy to figure out how a product or service will benefit you? Probably not. In fact, if you’re like most readers, you just don’t buy.

You must clearly explain the benefit to readers. So keep reading, and I’ll keep teaching you how to write persuasive copy that sells.

Copy that sells is comprised of different ideas, like a sales pitch or argument. Engage your readers. State your purpose. Explain benefits. Answer objections. Then, call them to action.

Keep reading, there’s more to writing persuasive copy than just that.

Copy that sells supports statements with facts, statistics, or quotes from experts on the topic. In short, it contains reasons. Like this one: the reason you’re reading my discussion about persuasive writing is because I’m a professional copywriter and marketer.

That same reason is why you believe me when I say “This is how to write persuasive copy that helps you sell more.”

Speaking of those benefits from persuasive copy, they’re almost yours.

But, there’s one last thing you have to do before getting them to buy: tell them to.

How? Make your offer. Recap the benefits and reasons. Be concise. Then, tell them to buy. “Order here.” “Act now.” “Call today.”

The mantra “ask for the sale” applies here because if they’re still reading at the point where you ask for the sale, there’s a chance they accepted what you wrote anyway. So, all you have to do is tell them to buy the very same thing that gives them all the benefits they just spent their time reading about.

If you did all of the above correctly, you will start writing persuasive copy that sells more.

Have more questions about persuasive copy? Post them in the comment box and I’ll answer them. Seriously.

Now, go write to sell more! Then, come back for future persuasive copy tips that help you sell even more.

Business Writing Solutions is a marketing communications firm that specializes in creating the most effective marketing messages and then delivering them through the most effective medium(s). For more information, please visit our website at elitebusinesswriting.com.

Like what you read? Subscribe to this blog by using the orange RSS button to the right.

It all starts HERE…

What made you read this post? What makes you read ANYTHING online? Think about it.

Think about it longer if you want, but you already know the answer because you just saw it.

Don’t know? I’ll tell you. Then I’ll teach you.

The answer is: THE HEADLINE.

If you want people to read your marketing messages, you must give them a reason. That reason is your headline. Your headline either compels them to read, or kills your chances of getting read – which in turn, kills your chances of selling more. There is no in-between.

Like I said, it all starts here.

Can’t write a compelling headline? Think again. Use these proven techniques to write headlines like an expert:

1. [Do something] like a [leading example]

– e.g. Write headlines like an expert (look familiar?)

2. Little known ways to [something desirable]

– e.g. Little known ways to increase revenue

3. Eliminate [problem] forever

– e.g. Eliminate customer dissatisfaction forever

4. Who else wants to [enjoy desirable benefit]?

– e.g. Who else wants to increase ROI?

5. Now you can have [desirable thing] [desirable circumstance]

– e.g. Now you can have more online leads for free

Use these examples and you’ll start getting read. But, if you come back to read our future instruction on writing compelling headlines, you’re marketing messages will get read even more, guaranteed.

For more information on effective marketing messages, please visit our website at elitebusinesswriting.com.

Like what you read? Subscribe to this blog by using the orange RSS button to the right.

Thank you for Visiting!

Thank you for visiting Business Writing Solutions.

We’re currently developing all the content needed to make our blog the leading resource for all your marketing communications needs.

In the meantime, our About Us page is complete, so you can learn more about us there. We hope to finish the other pages quickly.

Please also visit our website at: elitebusinesswriting.com.

If you  write your email in the update box to the right, we promise to invite you back once we’re up and running.

We we will help your business communicate with a competitive advantage. So, please come back soon.