johnthesearcher
New Member
As we enter 2009 and look forward to 'doing it better' this year than we did last and we start to review all our marketing literature.....whether it’s a Web site, advertisement, brochure, direct mail or other marketing material, we’ve all heard the saying that a picture is worth a thousand words.
Having a visual of your product/service enhances your marketing communication, we’re told, because people don’t have time to read.
I don’t doubt that people fail to read most of the advertising copy they come across, but that’s because of the hype that’s part of most ad copy, not people’s lack of time to read. In a recent study of 3,600 consumers, researchers concluded that to get people to notice an ad, text was twice as important as pictures.
Your clients are interested in reading about your product or services, but you must grab their attention.
What’s new about your offering? What’s your story? Is there news?
Using the KISS acronym......."Keep It Simple Stupid!" Be creative.
Creativity is your key to the future. All progress comes about as the result of finding better, faster, cheaper, easier or different ways to do things and this requires the continual honing of your creative thinking skills.
Here are two things you can do immediately to be more creative.
First, see yourself as a professional problem-solver - be the breath of fresh air in this economic downturn - and look upon every difficulty or challenge as an opportunity to develop your creative powers.
Second, go back through your client or customer database and look for problems you can solve and obstacles you can overcome on their behalf. The more you seek for answers and ideas, the smarter and more creative you become and the more your clients will love you.
# If your business is a market sector leader ...... say so..........and continually re-enforce the WHY!
# If you offer products at higher quality and lower price ....... tell them.......then tell them you've told them!
# If your service is driven by customer satisfaction ....... prove it.......in every communication you send them!
What’s equally important is that the fluff be ruthlessly eliminated from your ad copy, Web page or other marketing communications.
If you include hype and unclear messages, you make it nearly impossible for clients to separate the wheat from the chaff. The result: a lost sale.
Ten different studies have shown that when the bull is stripped from ads, consumer interest skyrockets.
Of course, other studies have shown that long ad copy can work equally as well as short copy does when selling products and services.
When it comes to marketing services, though, to improve your client’s rate of interest, make every word count.
Remember that the “right” words, not just any words, are the ones that sell.
In many cases........'it's not what you say, but rather what THEY (the consumer) hears!'
John
Having a visual of your product/service enhances your marketing communication, we’re told, because people don’t have time to read.
I don’t doubt that people fail to read most of the advertising copy they come across, but that’s because of the hype that’s part of most ad copy, not people’s lack of time to read. In a recent study of 3,600 consumers, researchers concluded that to get people to notice an ad, text was twice as important as pictures.
Your clients are interested in reading about your product or services, but you must grab their attention.
What’s new about your offering? What’s your story? Is there news?
Using the KISS acronym......."Keep It Simple Stupid!" Be creative.
Creativity is your key to the future. All progress comes about as the result of finding better, faster, cheaper, easier or different ways to do things and this requires the continual honing of your creative thinking skills.
Here are two things you can do immediately to be more creative.
First, see yourself as a professional problem-solver - be the breath of fresh air in this economic downturn - and look upon every difficulty or challenge as an opportunity to develop your creative powers.
Second, go back through your client or customer database and look for problems you can solve and obstacles you can overcome on their behalf. The more you seek for answers and ideas, the smarter and more creative you become and the more your clients will love you.
# If your business is a market sector leader ...... say so..........and continually re-enforce the WHY!
# If you offer products at higher quality and lower price ....... tell them.......then tell them you've told them!
# If your service is driven by customer satisfaction ....... prove it.......in every communication you send them!
What’s equally important is that the fluff be ruthlessly eliminated from your ad copy, Web page or other marketing communications.
If you include hype and unclear messages, you make it nearly impossible for clients to separate the wheat from the chaff. The result: a lost sale.
Ten different studies have shown that when the bull is stripped from ads, consumer interest skyrockets.
Of course, other studies have shown that long ad copy can work equally as well as short copy does when selling products and services.
When it comes to marketing services, though, to improve your client’s rate of interest, make every word count.
Remember that the “right” words, not just any words, are the ones that sell.
In many cases........'it's not what you say, but rather what THEY (the consumer) hears!'
John
