Understand Your Customers
As a business owner, you already know who buys your product or hires your services. Use that information to tune your marketing copy to the needs and preferences of your market.
Do you offer an emergency plumbing service? Be concise, helping customers find the details they need in the middle of a plumbing disaster. Do you create bespoke wedding cakes? Take some time to show potential clients your creativity with interesting, evocative writing.
By writing targeted marketing copy, you’re more likely to attract your best customers. Now that they’ve found you, use our next tip to convince them to get in touch.
Focus on Benefits, Not Features
The features of your product or service are important, but they don’t tell the whole story. Most customers aren’t interested in the bells and whistles. Instead, they’d rather know what problem your product is going to solve.
For example, most readers won’t care about the technical specifications of acoustic insulation. But enjoying some peace and quiet, free from the annoyance of noisy neighbours? Now you’re speaking a language that potential customers can understand.
With an appropriate amount of information, people will understand what you’re offering. Don’t dampen the signal of your marketing message with an endless stream of features. Instead, ask why those features matter. That’s the first step toward identifying benefits that customers care about.
Check Back for More Insights
There’s plenty more to say about writing effective marketing copy. Keep checking out the Web.com Small Business Forum for more informative posts like this one! In the meantime, why not share your own tips in the comment section below?