Getting ready to do a presentation? Or send a letter? Writing a brochure? Do you really want it to work? Then put some extra thought what you’re saying. Because most marketing messages just don’t work.
What’s the most important information to give your potential customer? You may be surprised to know that your customer isn’t really interested in your brochure. It’s probably filled with information like…
- we’ve in business since 1492
- we’re family owned and operated
- we’re number 1 in our field
- we’re highly trained
- we won the award for…
How many times have you heard these claims? Were you ever impressed?
There’s a great sales guru who refers to these as “we-we” statements, who points out that “It’s not all about you. It’s about them.” Your potential customer is searching for an answer about getting the help they want, the answers they need, and how they benefit. WIIFM (email me if you don’t know what this is) makes it clear: consumers are focused on themselves, and we’re just here to help them.
Successful marketing starts by telling your prospect their story, and how you can give it an “happy ending.”
Writing a brochure should start here
Before writing a brochure, look at your old sales materials: how many times do you use your company name, or the word “we”? If your website is like most, these are the most common words you’ll find. Successful marketers focus on the customer and how they benefit.
We all love to talk about ourselves. But no one said that successful marketing was easy. The most successful marketing messages focus on the customer.
Writing a brochure? Don’t make the same mistake
A potential client sent me a script that they had painstakingly written for their messages on hold. So he asked my opinion. Every message started with the name of his company. Even more sentences started with the word “we.” And he was shocked when he got back (free) suggestions that virtually eliminated both the company name and the word “we” and focused on value and how his customers would benefit. He took the suggestions, and has gotten the results that he hoped for with the re-focused messages. (this has actually happened many times).
Bottom line: you can’t “we-we” all over the customer and expect to win them over.
Who are your marketing messages about? Send me your messages and I’ll tell you. Or better yet, call today: 800-862-8896.
