10 Tips To Help Write Money-Making
Marketing Copy -- Part 1 of 2
- Word count for this issue: 590
- Approximate time to read: ~2.4 minutes @ 250 words per minute
You and I both know a persuasive message consistently gets a prospect to learn more about what you sell. And having a marketing message that truly engages a prospect is your number one goal.
Most People Are Not Very Good Writers Of Marketing Copy.
Although most people feel as though they can write a marketing message, it oftentimes proves more difficult than they thought possible. That being said, I have listed below a number of tips to help you construct a more motivating marketing message - messages that will increase your ROI and motivate prospects to take action.
Tip 1. Focus On A Particular Person. It doesn't matter whom you are targeting - a client, prospect or niche market - you need to write for a specific audience. By keeping one person in mind, it will help you create a more genuine message that resonates with your target audience.
Tip 2. Your Headline Is One Of The Most Important Elements Of Your Message. Most prospects will only invest about 2.5 to 4.0 seconds in reading your marketing message. Knowing this, you need to concentrate on a powerful headline that strikes a chord with your audience.
Tip 3. Focus On Solving A Problem. In a B2B environment, the reason why people read/listen to what you sell is primarily due to two things:
- You can save them money
- You can make them money
Your target audience, or should I say 80% of them, have a mental checklist of why they buy from you. This is what I call their Primary Motivators. And once you know these Primary Motivators, be specific in how you/your business can address them, e.g., Don't say your product is the best -- share/provide third-party testimonials and reviews to do it for you. If you are not the lowest price solution for your target audience, position yourself/your business as an industry expert. In addition, show you target audience that you can help get their job done in XX% less time with a direct dollar savings in labor or some other area of concern.
Tip 4. Write like you talk. Ditch the old school way of writing with intros like "Dear Mr. Smith" and having a lot of boring sentences and paragraphs. Today's copywriters start with a person's first name, sentences that begin with an "and" or "but" as well as ending a sentence with a preposition -- just use them sparingly.
Tip 5. Read Your Message Aloud And Then Ask Yourself This. How does my copy sound? Is this copy motivating me to take action? If the answer's no, then rewrite your message.
Executive Summary: I have been studying, reviewing and evaluating marketing messages for years; from radio/TV commercials and e-mail campaigns to printed marketing campaigns. One thing remains consistent: Most marketing messages use the same tired marketing messages that end up making them look like a small, me too organization. Messages such as:
- Buy from us because we offer competitive or low prices.
- We have great customer service.
- We do _______ better than ________.
- We have been in business for XX years.
Writing a marketing message that catches a prospective buyer's attention is a learned skill. It does NOT come easy, but you can learn how to do a better job. Just read these tips, along with my book on drip marketing (DRIP Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You is only $9.95 -- Kindle version) and you will be well on your way to becoming an expert marketer.