Make sure your marketing doesn’t overlook the obvious

I was walking down the street the other day when I noticed a white van parked by the side of the road with a sign attached to its side. The sign read: ‘Scrap metal wanted’. Direct and to the point and an effective ad on a mobile medium that will benefit from exposure to many different markets. Or is it? There is one vital element missing – the contact details. If I have some scrap metal I want to dispose of, how do I find this business again?

Unfortunately this mistake is more common that you might think. So make sure that in the heat of the moment, when you’ve carefully crafted a great headline and compelling copy, that you don’t overlook the obvious. Always look at your message objectively – from the point of view of the person reading it. If you can also have a friend look at it for you, even better. That way you’re more likely to ensure you cover all bases and get the business you’re pitching for.

How to turn your website into a positive client magnet

Energy is a subtle force that you can’t always put your finger on. For instance you can be in a buzzing restaurant in beautiful surroundings eating great tasting food - but feel uncomfortable without really knowing why. The energy just feels ‘off’ and somehow negative. 



A common experience is when you look up a website and get instantly ‘turned off’ by its negative energy. Too much text crammed into a small space with great blocks of information and not enough space between the words and pictures soon has you tutting and clicking away. It’s as if the site owner is trying too hard to justify their services and get you to stay that in the process they defeat the entire object - and you’re out of there in a flash. 



But when you put time and effort into thinking through exactly what your customers need, what their problems are and how you can help solve them, your site becomes endowed with positive energy. This helps turn it into a magnet that attracts your ideal clients and holds their attention. Simply by caring deeply about their challenges, you automatically express your products and services in ways that make them want to find out more. 



So put time and energy into addressing the wants and needs of your customers and you’ll find it pays dividends in attracting new business and creating more sales.

Is your marketing message stopping your sales?

You may have heard the saying that ‘words get in the way of communication’. It’s initially a puzzling thought, but when you think about it, so much of communication is non-verbal. We pick up on body language and tone of voice as much as we do on the meaning of the words themselves. So when it comes to marketing your products and services it’s more essential than ever to have clear meaning.

Without a sales person there to express and respond to the potential new customer, the words have to work that much harder. Clear, simple, motivational messages that direct the reader to take a desired action are crucial. What’s more they’ll always be more compelling and successful than marketing that makes the reader work to understand whatever it is you want to say. 

So take a step back from your marketing and look at it objectively. Or get someone you know and trust to give you honest feedback. If they struggle to understand your message you know beyond a shadow of a doubt that you need to rewrite it so it’s crystal clear.

Does your website make people want to pick up the phone – or a red pen?

I was talking to someone the other day who had gone to a potential client’s website and was appalled at the image it portrayed. Poorly written, with spelling mistakes and bad grammar, it had made her want to pick up a red pen and draw thick red lines across her computer screen. In fact the writing was so unprofessional it had made her question whether she even wanted to work with the company.

Of course professionalism is essential if you want to give a good impression. But many people make the mistake of thinking that website copy is merely a matter of good punctuation, when in fact it’s a good deal more powerful than that. Good sales copy actually talks to your ideal clients in compelling ways. It makes them feel you understand their needs and that you are the perfect person to help them overcome their problems with the solutions you offer.

So whatever happens, and whoever writes your webcopy, make sure you have a strong call to action that has potential clients picking up the phone – and not a red pen.

Is your marketing fit enough to beat the competition?

I was at a classic triathlon event at the weekend in Swanage, Dorset. I wasn’t taking part, I hasten to add, I was there as a supporter. Yet even though I wasn’t directly involved in the  swimming, biking and running it was a very stimulating event. The energy, enthusiasm and excitement of the contestants was palpable.

Some of the other non-athletic supporters had brought their dogs along and you could see that their animals were also caught up in the moment. From a dog’s eye view it was all fast moving legs, flashing wheels and whirling spokes, not to mention splashing waves of windmill armed swimmers launching themselves into the briny. In fact the total sensory overload was almost too much to bear, causing the dogs to strain at their leashes. Given half a chance they would, beyond a shadow of a doubt, have joined in, too.

And it occurred to me that good advertising is like a well organised triathlon in many ways. It caters for a real need; attracts attention, creates and builds excitement; is well thought through and organised. From start to finish the ‘call to action’ is brilliantly mapped out with expert marshalling every inch of the way. Leaving everyone happy, content and glowing with satisfaction. Only without the aching knees, hips and back…

So in these competitive times, make sure your marketing is fit enough to go the distance.

Is it enough just to describe what you do when marketing your services?

Most of us living in the west are lucky enough to be able to write. So if you’re someone who enjoys putting pen to paper – or finger to keyboard – you’ll probably embrace the opportunity to write your own marketing material. After all, you know what you do better than anyone else.

However, being too close to what you do can sometimes make it difficult to sell your services to others. You need to be clear about how you express yourself. Think about how much or how little you need to explain your offering to a potential customer.

In written communications you don’t have the two-way flow that you do when you’re talking to someone one on one. So when a potential client reads your material it has to be powerful enough to answer all their questions and meet their needs.

Above all, make sure you are not just churning out an information leaflet, brochure or website. Because the essence of marketing is sales. So if your copy is not bringing you the business you want, take another look at what you are saying and see if you can make it more compelling - and drive the sale.

Does your copy give you confidence and make you look fabulous?

When you buy clothes, you select something that you like and that makes you look good, gives you confidence and that’s appropriate for the occasion you have in mind. For instance a business meeting, the beach or dining out at an expensive restaurant.

The same holds true for your copy. You want it to make your products and services look fabulous, give you and your customers confidence, and appeal to their needs. 

So how did you arrive at the copy you have? Perhaps you tried your hand at writing it yourself – and can easily run something up to suit any occasion. Or perhaps you bought something relatively cheaply that is fit for purpose but won’t necessarily last the course. Or, if you’re truly serious about attracting sales, you will most likely have gone to a professional copywriter for bespoke, tailor made copy that is making you stand out from the crowd.

Professional copywriting is a great term investment because high quality sales copy can be adapted for purpose and will last for many years, serving you well in any situation. Most importantly it will attract potential customers to you, help bring in sales and quickly pay for itself – over and over again.