Marketing
Avoid The Big Advertising Mistakes
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Selling features instead of benefits. Telling your customer that your "fabulous new ALF-400 comes complete with AeroScan and BandControl technologies!" doesn't actually tell them anything. Will your services save your customers money or help them sleep better at night? If so, tell them. People buy solutions to problems and means to ends. Sell the benefits and watch your profits climb.
and sincerely want to learn about the world around them. Does
Being boring. Easing back the fireworks doesn't mean getting rid of them completely. Use just enough drama and emotional appeal to keep your reader interested. This is where a solid understanding of your customers fits in - what are their hopes and fears? Where do your services fit between them?
Saying too much. Excessive wordiness puts a burden on the reader that can be lethal for marketing. Read through your copy again: could you say the same thing with fewer words? Try rewriting with a 25% cut in word count to inject new life into your pitch.
point of advertising is to motivate your customer to
do something, so are you telling them what that is?
End your pitch with a direct appeal. Tell your
Robert Warren ( www.rswarren.com ) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.
