|
copywriting :: Internet Marketing :: Copywriting
Does Your Message Pass the Test?
Current info about marketing is not
always the easiest thing to locate. Fortunately, this report includes
the latest marketing info available. Once you begin to move beyond
basic background information, you begin to realize that there's more to
marketing than you may have first thought. When you're learning about
something new, it's easy to feel overwhelmed by the sheer amount of
relevant information available. This informative article should help
you focus on the central points.
Develop an effective benefit message and you’re well on your way to building your company’s entire marketing
program. After all, you need focus to create success. Without it you
can wind up expending effort without getting the reward (income, that
is) you’re looking for.
Start with these three ingredients:
* Understanding of what the customer needs and wants
* Knowledge of the competition’s strengths, weaknesses and messages
* Insight about what you offer
Gather the information and chart it. What you’re looking for is a
hole where there’s a customer need that you address and hopefully, the
competition doesn’t.
Found it? That’s the core of your message. Found several holes? You’ll need to prioritize.
Now, write alternative introductory sentences. Remember, they need
to be customer-benefit oriented, that is, they need to explain what the
customer GETS. Got your alternatives ready? Here are seven questions to
ask of potential benefit messages. They’ll help you find the promise or
message that will get you the most mileage:
1) Is it meaningful?
This is where knowledge of the customer comes into play.
Your benefit message should be based on the real needs of the people
who use your products or services.
2) Is it sustainable?
Establishing your unique position doesn’t happen overnight. The
message you choose should be based on what you can deliver long term.
3) Is it believable?
Can you keep the promise you're making? For example, if your
benefit message centers on “superior service,” do you understand what
your customers’ expectations are? Are you committed to making good on
this promise over time?
4) Is it unique?
Often there are many providers of a product or service. How do you set yourself apart from the rest of the pack?
5) Is it concrete and easy to understand?
If you ask your audience to think too hard, they probably won't! Simple, straight-forward messages work best.
6) Is it in your own words?
If you’re going to be saying this as an introduction to your
business, you need to be comfortable with the words and phrasing.
Practice saying messages out loud to test them.
7) Is it attention-grabbing?
You can’t bore someone into buying! Use words that demonstrate your
passion, your understanding of client needs. Use words that engage
interest.
Test your message with prospects. Watch for their reactions. Ask
what they like and don’t like. You might get stuck. If that happens, a marketing
and communications consultant can craft alternative benefit statements,
provide an objective viewpoint, even handle the up-front research.
About The Author
Claire Cunningham, president of Clairvoyant Communications, Inc.,
has 20+ years’ experience developing and implementing successful
business-to-business marketing and communications programs. Sign up for Claire’s monthly newsletter, Communique, at www.clairvoyantcommunications.com. Claire can be reached at 763-479-3499 or e-mail to claire@claircomm.com
clairee@claircomm.com
This article's coverage of the information is as
complete as it can be today. But you should always leave open the
possibility that future research could uncover new facts.
We hope you found the information on this page useful and will return often to browse
the many articles throughout our site. We will be adding new material on an ongoing
basis in order to keep our visitors up to date on the latest promotion and marketing
information and tools that allow so many marketers to earn a full time living on the
internet.
|
|
|
|
