Part of my job as a marketing consultant is to review the marketing materials, particularly websites, of new clients when they sign up with my marketing firm. A mistake I constantly see is text that talks about...nothing. The text just rambles on and on and does not describe how the product or service being sold solves a major problem and benefits a person. If you have to read a company's home page 3-4 times (or more) before you understand what the hell it is they sell, that is bad text (or brochure, or sales letter...). When people read YOUR marketing materials, do they understand what you are selling? Could a 12 year old kid read your text one time and immediately know what you sell and why he should want to buy it? If no, your text sucks.
Everybody in the world, including you, cares about one thing when it comes to buying a product or service. That one thing is, "what is in it for me?" How will this product or service make my life better?
Here is a quick formula for how to write strong, to the point, sales text for your marketing materials:
1. What is the major problem you solve? Describe the pain of NOT having a solution to the problem. This should take you no more than 1-2 paragraphs. Keep it simple and to the point.
2. How does your product or service solve this problem and do it better than anything/anyone else? In other words, how will your product or service provide me with a bigger benefit than competing products/services? This should take you no more than 2 paragraphs. Keep this section very simple to understand.
3. Why should I, a potential customer, trust your company and buy from you? Hint - including customer testimonials in your sales text solves this problem as does item 4 below. This should take you no more than 1-2 paragraphs.
4. Will I get my money back if your product or service sucks? What is your guarantee? This should require only 1-2 sentences. The stronger your guarantee, the more people will feel safe buying from you.
5. Why should I buy now? What special thing will you do for me, your potential customer, if I buy from you today? Better pricing? 2 for 1 special? Other? Bribe me into buying today.
Once you have done the above, ask several people to read your text and tell you if they understand it and would buy what you are selling. Try to get a 12 year old kid to read it and see if he/she understands exactly what you are selling and how it benefits people. If he/she can't do it you need to make your text more simple to understand and you need to do a better job of getting to the point. Here is the problem and here is how our product/service solves it better than anything/anyone else.
To your success in marketing!
Peter Geisheker, CEO
The Geisheker Group marketing firm
http://www.geisheker.com
(920) 471-163
"We don't help you compete, we help you dominate!"
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