Volume II of the Better Marketing Results Ezine!
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Here is the latest edition...
The other day I was riding the subway here in New York when the conductor
made an announcement. Not surprisingly, I could hardly make out what he said.
I didn't care too much. I was pretty sure I'd get where I was going regardless
of what he said, but it did get me thinking.
I realized that a muffled announcement
is like marketing copy that has too many words.
The intended message does not get through.
Like static on the subway, too many words in your marketing can blur the meaning of your message.
This week's article takes a look at how to refine the copy of your marketing material to help
you sell more.
Selling More with Fewer Words
You can sell more by writing less.
If you are like many small business owners you may
unwittingly suffer from "too many words" syndrome. It
occurs when your marketing material features extra words
that don't contribute to creating new business.
When your marketing material is too wordy you blur the
clarity of your marketing message. The less clearly your
prospects understand how you can help them the less likely
they are to buy from you. You want your marketing message
to come through without interference.
Too many words syndrome can rear its ugly head in just about
any copy. It's been known to lurk in web sites, brochures,
direct mail and newspaper ads, to name just a few places
it's been found.
There is no reason to fear, however. The causes of too many
words syndrome can be isolated and removed to improve your
marketing material.
Should you choose to inspect and upgrade your copy you will
need to know what to look for and what to do. Here are some
tips to help you spot and eliminate bloated copy.
In a nutshell, what you need to do is remove unnecessary
words. The first step is identifying them. Look for the
words that don't contribute to one of the following five goals:
1. Attracting Attention
Clients know what they want and are attracted to words that
describe their needs. When they read words that describe
something that concerns them they recognize something
familiar and take notice. You can get noticed more often by
focusing your copy around your client's needs.
2. Describing Results
Clients buy results. They do not care about the fancy
process you use or that you are the leader in your industry.
What they care about is that you can provide what they
need. You can sell more when your copy that clearly
describes the results and benefits you provide.
3. Conveying Value
Clients seek value. Your offer must help your prospects
perceive that they will get more for their money if the buy
from you.
4. Creating Urgency
Clients buy when they perceive their need for your product
or service as being at least somewhat urgent. The urgency
you seek for your prospects can stem naturally from their
current circumstance or artificially from copy you create.
If you've done your job conveying value you have a better
chance of successfully prodding your prospects to buy
sooner rather than later. You can create urgency with
words by limiting the availability of your offer.
5. Requiring Action
Before your clients buy from you they must be told what to
do. It's unfortunate, but true. An excited prospect may
choose not to pursue a sale simply because he or she wasn't
clearly instructed to do so. Be sure your instructions are
simple and to the point.
As you spot words that don't contribute to one of the five
goals delete them. You will most likely have to do a small
editing job to get your remaining words to sound just right.
The work is worth it.
While you scan your copy it's also helpful to ask yourself
questions like:
Does this word, phrase or sentence contribute to
accomplishing one of the five copy writing goals?
Does this sentence or phrase restate or reinforce something
obvious?
Would this sentence or phrase lose its meaning or be more
clear if I remove this particular word or phrase?
When you're done editing your copy it should be shorter than
what it was when you started. It should also be easier to
read and more crisply convey your marketing message.
What is your marketing message?
How can you get more attention for your business and sell more?
Call Jeremy Cohen: 718-784-1121
Send an Email with your marketing question.
Questions
Your thoughts are important. Please take a moment to answer these questions...
1. Did you find this article informative?
2. What topics would you like to see covered in future editions of the Better Marketing Results Ezine?
3. What new features would you like to see included in future editions?
Please Email Your Answers Here
Thank you for your thoughts and time.
Sincerely,
Jeremy Cohen
P.S. Please feel free to call me with your marketing questions.
I'm always happy to help: (718) 784-1121
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