Many companies
make the common mistake of focusing their
marketing materials exclusively on themselves.
"We this," "our that,"
"we're proud of this," etc.
While a certain amount of self-centeredness
is appropriate, you've got to keep in
mind that the readers don't really care
about you. They care about themselves.
And they want to know exactly what your
company is going to do for them.
Need some help
making your marketing materials less focused
on you and more focused on your reader?
Give me a call. As your marketing writer
I can assist you with all of your business'
writing needs.
Linda Coss
949-699-2749
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It's Not About You |
When
writing the text for a website, brochure
or other sales piece, you'll get the best
results if you stay focused on the reader's
needs. Why? Because nobody really cares
about you. All potential customers want
to know is "What's in it for me?"
Same Information, Different
Focus
Every page of your website or brochure (even
the "About Us" page!) is another
opportunity to show the reader how you are
going to meet their needs. Yes, your marketing
materials will be presenting a lot of information
about you - but try to present this information
so that it comes across as significant benefits
for the reader.
Here are some "before
and after" examples that demonstrate
how messages can be reworded to make this
happen:
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Company Focused:
We carry the largest selection of annuals,
perennials and herbs in the state.
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Reader Focused:
To help you transform your yard into a
garden paradise, XYZ Garden Center carries
the largest selection of annuals, perennials
and herbs in the state.
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Company Focused:
We are committed to simplifying our members'
lives by providing personal assistance
via the Internet and telephone.
-
Reader Focused:
Work with a company that respects the
value of your time! With XYZ Company the
personal assistance you expect is always
just a phone call or email away.
-
Company Focused:
We are also a valuable resource for costume
news and information through informative
blog posts and social network discussions.
-
Reader Focused:
Stay on top of current costume industry
news and information with our informative
blog posts and social network discussions.
-
Company Focused:
We sell stylish, advertisement-free reusable
grocery and tote bags.
-
Reader Focused:
Why pay for the privilege of being a walking
billboard for your local store? Now you
can get great-looking, long-lasting reusable
bags without any advertisements at all!
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| Customer
Spotlight: Storage Valet |
Storage
Valet is a convenient mobile storage service
that takes the hassle out of putting things
in storage. Storage containers are delivered
directly to customer's homes. After they're
loaded up Storage Valet comes back, picks
up the containers and stores them in their
secure indoor facility. Containers can later
be redelivered anywhere in the country.
Storage
Valet has developed a "no selling"
fundraiser program. Take a look at the program's
personalized
postcard and landing
page that I helped them develop - and
notice how the text is all about meeting
the reader's needs. (Note: on the landing
page "Your School" is being used
as a placeholder for the school's actual
name).
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| ©
2010 Linda Marienhoff Coss |
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