Having a clear, appealing message is one of the most important aspects of marketing your business. Effective business communication is also one of the more under-utilized forms of marketing.
Here are some questions to ask yourself to ensure the impact you’re seeking.
Whenever possible, try to avoid jargon and industry-specific buzz words. This can be challenging if you rely on these words on a regular basis, as they’ll seem simple to you and will require careful thought to single out. Remember: your customers very likely are not experts in your industry, and a message that is hard to understand will be far less appealing.
Don’t use a paragraph when a sentence will do. Regardless of your industry you’ve got a lot of competition out there, and a busy shopper needs to understand what you offer and why you’re different as quickly as possible. This is true in all advertising mediums. If it’s a TV or radio ad, you’re probably paying by the length of the ad, so keeping it short keeps it more affordable and will probably convert better. The same is true of web copy; those browsing the web want to access the information they’re after quickly and make a buying decision.
Generally speaking, short statements have more impact.
Even if you clearly and succinctly convey that you sell ice cream, for example, what makes you different from everyone else also selling ice cream? Do you have more flavors? Can you make it cheaper or faster? Are your ingredients different? However it is that you’re different from the competition, make sure your prospective client knows it.
Put another way, “Why should I buy from you rather than the other guy?” This is your value proposition.
Contact us to refine your brand and build a more powerful message!