Do you do deliver what you promise?

Most people in business are excited about the products and services they offer to existing and potential clients. So why is it that so many websites, far from creating excitement, put their readers in a catatonic trance? All too often they are written by someone who is clearly good at writing essays, and may even excel at spelling and grammar.

But a website is a sales tool, not an academic achievement to be rewarded with a gold star. What you want is to attract clients, not letters after your name. In fact websites should be a good indicator of the service you can expect to receive from the company who owns it. That’s why they should reflect the energy and ideals of the brand.

Of course, at an absolute bare minimum websites do need to look professional, have no typos, poor spelling or grammar. But if you really want to attract new customers you have to be in tune with your market, know what makes them tick and offer them the ideal solutions they are looking for. And you need to do this in an inviting way that draws them in, keeps them hooked and makes them want to pick up the phone to find out more – or place an order.

Are your instructions driving customers away?

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.

How to get clients - just by telling them what you do

There’s a knack to telling your clients about your products and services. And it’s an important knack, because nowadays you don’t have long to capture their attention. In a world where first impressions count, you need to engage their interest within a few seconds – and hold it long enough to make your sales pitch. One that will captivate and entrance them so that they quickly reach for their credit or debit card.

On the other hand if your marketing doesn’t get to the juicy bits straight away, your potential clients aren’t going to hang around and wait for you to reveal all. Punchy, powerful headings are key to drawing the reader in. These need to be supported with equally punchy copy that gets right to the heart of the matter immediately. It’s an extremely powerful way to motivate them to want to find out more – or buy straight away.

In an age where we are all bombarded with information from many sources – internet, emails, newspapers, magazines, leaflets, radio, TV - it’s more important than ever to ensure your messages have impact. They need to stand out from the rest and make people want to find out more. So make sure you tell your clients exactly what it is you can do for them and there’s a good chance they’ll reward you - by hanging onto your every word and spending money with you.

How to give potential customers a warm welcome

When you’re talking to potential clients via your website, leaflet or other marketing literature, your copy has to work hard for you. So make sure that your words are welcoming, compelling and effective.

The most powerful marketing instantly makes your potential customers feel at home with you. It’s clear, direct and concise with thoughtful touches that show you have their best interests at heart.

Well written copy is far more likely to achieve a positive response - so the time you put into crafting a clear, concise message will pay dividends. It shows you care about your clients, understand their needs and have the solutions they are looking for.

How to use technology to boost your marketing

The range of computer technology available today is staggering. You can add videos to your website; add links to social media sites like Facebook, Twitter and LinkedIn; create audio downloads; sell products online and much, much more.

All of this can be a tremendous boost to your sales. It can help you make more contacts and connections, boost your sales and bring in more revenue. Used correctly, you can drive sales in extremely powerful ways – not least because your customer can choose how they engage with you in the way that they feel most comfortable. For instance if they’re a visual person, they may be attracted to your video. Or if they prefer the written word they’ll be attracted to your copy. Or if they’re an aural person they’ll want to listen to your audio.

The most important thing to remember, however, is to be consistent across all media and have the same clear, concise message. Otherwise the technology could backfire on you and turn your website into a confusing mass of information that doesn’t gel, loses the plot and fails to make a compelling offer. One, in fact, that may even end up driving your potential customers away.

So always remember to create a powerful marketing message as the bedrock for all your sales. One you can roll out to your potential customers with total confidence – whatever technology or medium you choose. 

Is your marketing a gift to your customers?

How many times have you come across a website where you look for specific information only to find yourself hopelessly lost in a maze of words with blind alleys at every turn? Or discovered marketing material where there is so much information that it’s positively off putting? Time is money, so it’s vital that you make sure your sales messages are crystal clear.

No-one expects to have to put time and effort into finding out what it is you are offering them. So make sure your marketing material and on your website is not only engaging, but to the point and informative. There’s no need to ramble on about what you do in fine detail – unless you’re selling online of course. And even then you needn’t ramble! If your site is well written, you’ll capture someone’s interest and drive them to want to find out more by picking up the phone or sending you an email.

So get straight to the point in your marketing and offer your potential customers a gift in the form of a perfect solution to their problems - not a challenge to work out what it is you do!

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.