The beginning of the ideal customer journey is one that inspires grateful anticipation of your solution or offering. The end is a satisfied client who wants to work with you or buy from you again.
In the case of selling actual products (rather than service packages), many people fail their customers because they underestimate the importance of their instruction manuals. Here the devil really is in the detail. I’m sure you have been in the same situation as I have where you can’t wait to get your new purchase home and up and running, only to be baffled by badly worded, long winded instructions. In fact the longer the explanation the more confusion it creates. A clear example where clarity and conciseness are of paramount importance.
The end result is of, of course, that instead of being delighted with the new purchase, one ends up frustrated and disappointed. At best this can lead to an increased wage bill for helpline staff who need to answer consumer questions. At worst your ex-customers return your products – losing you revenue today and for the foreseeable future as they deliberately avoid your brand in future.
So if you want to keep your customers happy and loyal - and your business booming - a small investment in copywriting up front can save a fortune down the line.
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