People Arent Interested in You or Your Company
Does your Web site talk about your company? Yes, I know, it's your company Web site! But the last thing it should talk about is your company. Yes, I'm sure you're all cool, interesting people, with fantastic skills, but trust me, that's not what you need to lead with on your Web site - or mailing or brochure. *The bigger the corporate, the less likely they're even going to blink an eyelid* There's a lot of truth in the picture of corporate person under siege. I probably don't have to tell you how difficult it is to get through to people in companies any more. But they're not just hiding behind voice and e-mail because they can. They're often just too busy to respond. So the same applies to your mailshot or brochure, or when they visit your Web site. They don't have time to wade through reams of material that doesn't tell them how you can *ease their pain*. How you can solve their problem - or the one their boss has placed in their hands. *Tell your readers something they need to hear* Telling people 'we're the leading Megacorp Platinum Reseller in the South West', doesn't cut the mustard. Hit your prospects with what they need to know right away. What problem can you solve? How quickly? And - *if* it's relevant - how your product or service does it. I was taught to think of most prospects as being like car buyers. They want the glamour and good feelings, but aren't interested in the gudgeon pins! So you should be clear in your own mind how much you have to say to move the sale along. Later on, if they're really interested, they'll want to know about your company. So put corporate information near to last. Your prospects will read about you and your company when the time is right. Hijacked some time in the 80s by a Paris-based advertising agency, David Rosam cut his teeth on writing for IBM's EMEA division. Since then, he has written copy for small and medium enterprises through to global brands such as Microsoft, Oracle and Hewlett Packard. David's direct mail experience rolled itself on to the Web a decade ago, and now he writes online copy, Search Engine Optimized copy, direct mail, brochures and newsletters as well as consulting to a number of individuals and companies. He also publishes Technology Marketing Tips - see http://itcopy.com/tmt.html
Related News
|
 |
|
|
RELATED ARTICLES
7 Simple Marketing Tips
Here are 7 simple marketing tips to help you boost your sales and profits quickly. All are easy to use and work for any business.
A Different Perspective On The No-Call List
The other day I received an e-mail from an internet marketer who was bemoaning the fact that calling people on the no-call list is now illegal and that puts such limits on marketing. He is far and away not the only one with that viewpoint; I find it almost everywhere I look. In fact, it is almost universal among marketers. You know what? I frankly don't understand why they feel that way.
Your 30 Second Commercial
This tip is so simple, that many people we've talked with never bother using it, but it is highly effective. Prepare a 30 second verbal commercial about what your business offers. This should be 50 words or less, and practice saying it until it becomes second nature. End it with phrases such as "I'd love to have you as a client" or "I'd like to do business with you".
How Architecture Rendering is Part of the Impact
Cartoons have gone from celluloid to digital. Movies have gone from cinematography to computer graphics imaging. And architecture rendering has gone from pastels and paint pigments to fractals and figments.
Calling All Carbon-Based Lifeforms
Many businesses want to market to all carbon-based life forms. They won't take the time to really understand their audiences from geographic, demographic and psychographic perspectives.
How Testimonials Can Put You in the Spotlight
If you need evidence that a testimonial or referral can help you, let me tell you a personal story:
Meaning and Marketing - The Eye of the Storm
It's 1954. Yes, Mrs. Patricia Smith has been a good teacher today. She has remained on task and kept her Third Grade Pupils in line. But she doesn't have to work too hard at it. She weighs 200 Lbs and if she ever grabs you and shakes you, and you can see the buttons on her blouse coming at you at almost the speed of light, so much so that you end up hypnotized and your brain feels like a pea soup - this is something you're not going to forget any time soon.
Top Five Tips For Designing Marketing Strategies That Get Results
"But this won't work" said Steve. "I've tried it in the past and had no response." Does this sound familiar? My newer clients often resist implementing certain strategies based on past experiences. However, I usually find out that it wasn't the strategy itself ? but how it was implemented that caused the dismal results.
A Quick Guide To Finding Reciprocal Links
Trading reciprocal links is one of the best ways to build traffic at your website. A reciprocal link is where two websites agree to host a link to each other on their websites. These usually are placed on a special, 'links page', but sometimes in articles or other areas.
Do You Have This Important Tool in Your Marketing Arsenal?
Many business owners do not understand the authenticity and validation that a simple toll-free number adds to their business presence.
How To Perfect Your Marketing Message!
When it comes to your marketing message, the little things count. Trouble is, you'll never come to respect how much, until you make a commitment to science.
Recipe for Success
Special event and a special recipe
Specialized Mailing Lists Make All the Difference
If there is one thing I can't say enough it is that the most important part of your mailing campaign is your mailing list. It is vital that you put the right amount of energy into learning about lists ? who to mail to ? so that your mailing efforts aren't wasted. There are a few different ways that you can get an adequately targeted list.
Direct Marketing ? Brand Identity Guru Tips
If your company doesn't have a direct marketing program in place, a direct marketing agency can create one for you. A direct marketing company provides small to very large customizable ranges of business-to-business and business-to-consumer direct marketing options sure to fit your needs. From database creation and maintenance to data analysis and creative program execution, a direct marketing company can take any existing direct marketing program, or a lack of one, and develop a highly efficient direct sales machine for your company.
Put Your Marketing To The So What? Test
Want to get Better at your Marketing today?
CD ROM Business Cards - Offline Marketing For Online Promotion
It's a great concept, - and it has a 'cool factor' of 300%!
The Easiest Marketing Plan Youll Ever Find
When it comes to marketing there's simply too many choices. I often find clients are totally perplexed about which marketing tools they should use and how to use them.
Marketing Planning - Preparation and Accountability
We all know the saying, "Failing to plan (prepare) is planning (preparing) to fail." I truly believe in this statement and I hope you do as well. Building your service business, including marketing it must be planned and does take work.
Teaming Up Marketing and Sales
The Pitchers: Sales
10 Ways to Get Your Flyers Noticed
An inexpensive way to promote your services is to createvarious flyers and distribute them wherever you go -- pinthem to the bulletin boards at the library, bookstore,handout out at networking events, or playing tennis. Hereare 10 tips on how to get your flyer noticed and remembered.
|
