Top 5 Things To Consider When Writing Copy About Your Brand

Leicester Market customers

JESHOOTS / Pixabay

 

Hook them in.
The best written copy in the world is worthless without readers! Lure your potential customers with a memorable and compelling headline. Think of your headline as a shop window; a well dressed
shop window catches the eye, arouses curiosity and brings customers into the shop. Your headline should do the same. It should encapsulate what is in the copy that follows and compel your customers to want to learn more about your product and service.
Know who your target market is.

And talk to them. Exactly who are you trying to sell this to? Yes in a perfect world “everyone” might be a suitable answer, but in reality, who is most likely to spend their hard-earned on your product? Is it women? Young, middle-aged or old women? Middle-aged women with kids? Middle-aged women with small kids? Middle-aged women with small kids with health issues? You get the idea. Once you’ve figured out exactly who you’re speaking to, speak to them in their own language. For example using high-tech terminology won’t sell software to computer illiterates. And using street
slang is likely to sail straight over blue-rinsed heads. Sell the benefits rather than the features Remember who you’re writing for. The customer. Not you. At all times, point put how the features of your product or service will benefit your customers. For example, the vehicle you are writing about might feature ‘four wheel drive’. Now, point out the benefits of that feature – safer motoring on slippery surfaces or the ability to go places that other vehicles can’t. In other words, sell the sizzle, not the steak!
What is unique about what you’re selling?
If you’ve done your branding homework, you’ll already have a unique selling point, a brilliant tagline all about it and a succinct and desirable positioning statement. If you haven’t had much experience with branding, the very first step is to discover your unique selling point, also known as a point of difference. Chances are there are several products out there that are similar to yours. So why should a customer spend their money with you? Is your product bigger, smaller, better, brighter, louder, tastier, greener than the others? And if so, how so? In your website copy (or ad
copy) explain exactly what makes your product stand out from the rest and convince the customer that they need that benefit most. Ideally, you’ll then sum it all up in fewer than seven, memorable words – then you have a tagline too!
Check your spelling and grammar
This sounds basic and boring, but it’s so very important. Poor spelling and grammar is distracting at best, taking the potential customer’s focus away from what you’re selling. It also makes you, the seller, seem untrustworthy and unprofessional. Once you’ve written your copy, do a spell and grammar check. Ask a friend or colleague to read over it. Better still ask several friends or colleagues to read over it. If you’re not terribly confident of your language skills it’s worth paying a professional for their services just to leave an optimum impression on potential customers and increase your chance of a sale.

About the Author: Susan Long is a Marketing and Branding Consultant, see her next project at Rent To Buy

Positioning Pt 2-The Easiest Way to Get into Their Mind

February 3, 2018 by  
Filed under Featured Articles, Front Page

Getting into someones mind is important for your brand. Creating a position in someone’s mind means you have access to them. You can send them a message about your book, business, product or service.

The easiest way to get into someone’s mind is to be FIRST! As I write this for my friend who is doing some changes in her business- I know she will be the first in this new channel she creates.

Find something to be first in. Create your own category if you have to.

Olichel / Pixabay

What can you be first in? Post your ideas and questions!


Positioning Pt 1

February 2, 2018 by  
Filed under Featured Articles, Front Page

A friend of mine is doing some tweaking to her business. She has a new brand she is putting out there  and giving what she does a fresh start. I am excited because she will be at the top of her game by doing this. Positioning is an important part of business, so  I thought I would share a few lessons on it. Here’s part one.

So what is positioning?

Positioning happens in the mind of your potential clients. It’s where your product or service or book stands in their minds. You get to determine that, largely by what you are doing with your advertising and marketing and publicity.

By positioning our products, services or books we can be seen in a world of over-communication. And of course if you are seen as the clear solution to a problem, people will choose you. By choose I mean, buy from you.

Of course this positioning strategy can be used in your personal life also. However this series will focus on your business, book , products or services.

You have to understand what is already in your prospects mind and connect to that, not spend time and money creating something new. People’s minds reject new knowledge and accepts only the things that match prior experiences and knowledge.

geralt / Pixabay

As for my friend- What’s in people’s mind about her type of business? Not much. I found most people have no clue what she can offer. Her new branding, the name alone will change that.

Those who do know, have had bad experiences and a hard time finding someone who was a good fit. If she speaks to that, she will bring in a lot of new clients. Another thing- the biggest fear her type of client has is a loss of control. If she can assure new customers ( via testinmonials) that they have control, they will be more likely to try her services.

Her services are very good, so once they try, they WILL stay as customers.

So, after reading this, what can you do for your biz?

Post your next steps or questions.

In part two I will talk about How You Get into the mind of your prospect.

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