In this digital age of consumer overload, words are powerful – if they’re used strategically and rock. The challenge is to help your prospective customers quickly understand your message.
Of course, they hear and see thousands of messages everyday: Road signs; store signage; radio and TV commercials; conversations at work, home and with friends in-person or the telephone; social media; e-mails; as well as ads and articles in newspapers and on the Internet.
So, how can your messages rock, and be seen and heard for results? Writing for customers’ ears and eyes calls for an economy of words, which project the right information for maximum branding and selling.
Here’s how:
1. Organize and plan your strategies in writing.
Differentiate your business from the competition. List five strong reasons – benefits – why people should buy from you.
Here’s a hint:
Most businesspeople hesitate in trying to think of five concise benefit statements or branding propositions. It’s important that you become able to recite them with ease.
Develop a summary in one short, clear sentence for your elevator pitch.
From that develop a three to five word branding slogan.
Create a simple logo that tells your story. Just a simple logo can lead to branding success.
2. Use fun, action words.
Selling requires enthusiasm while avoiding mundane or over-used adverbs and adjectives. That also means don’t use trite words such as “best,” or phrases like “have a nice day.” Whenever appropriate use the meaningful words in your benefit statements.
3. Paint pictures when you tell your story.
Think about all the times you didn’t understand a salesperson or advertising copy. Create vivid messages.
Think 1930s for business success as consumer attitudes are changing. That also means making sure you continually strive to build trust with consumers. If you’re family owned, say so.
Being environmentally conscious doesn’t hurt either. Brand and sell your business as green.
4. Perhaps sad to say, write for the eighth-grade level.
To ease the strain of your prospects having to daily cope with voluminous information, use simple language.
Make your sentences short – shorter, the better. As they say, less is often more.
5. Don’t risk mediocrity. Marketing is an art form that requires writing, contemplation and more editing. Again, use an economy of words. Make sure every word is justifiable – that each has a good reason to be used in your messages.
Use good grammar. If you’re not a great writer, learn the best practices for better business writing.
From the Coach’s Corner, here are related links:
Checklist: 14 Strategies to Rock on Google — Periodic changes in Google’s search criteria and algorithms have indeed hurt many Web sites. But it’s possible to bullet-proof your site’s prominence on Google by taking 14 precautions, which is worth your time and energy. Google has perennially owned about a 66 percent search-market share in the U.S. and a 90 percent share worldwide.
Need PR, But No Budget? Here’s How to Leverage News Media — Social media is OK for promotion. But if you need blockbuster publicity, use best practices in marketing. Play a trump card — leverage the news media for public relations.
For a Bounce in Revenue, Try Strategic Press Releases — Ever wonder why some companies are always in the news or how they succeed on the Internet? It’s a good bet they have a good PR consultant or have mastered the art of writing press releases. You can level the playing field with effective press releases.
5 Vital Elements to Successfully Pinpoint Your PR Targets — Even in this advanced age of the digital economy, a sound public relations program remains one of your best marketing investments. PR can give you power with an implied endorsement from the media. Even if journalists aren’t motivated to give you publicity, a strong PR campaign will help you to circumvent them.
“A good advertisement is one which sells the product without drawing attention to itself.”
-David Ogilvy
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