Monday, February 20, 2017

When Your Audience Isn't You

Many years ago I wrote a website for a client in one of the technical fields. The products and services were rather complex in nature, and the owners understood that their own technical backgrounds put them a bit out of touch with their non-technical target market. They asked me to write a set of marketing pieces that would work as a selling tool by sidestepping all the jargon and making the ideas accessible and attractive.

I'm usually a good choice for these "jargon-specific" jobs precisely because of my lack of technical, medical, or legal background. I come to the project as Joe Q. Public. If I can put the concepts into words that I can not only understand but respond to positively, I know I'm on the right track toward attracting that mainstream audience. Ignorance may not be bliss, but it can be highly practical in selective applications.

So I got to work and crafted some clear, simple (but not mindless) copy that stressed the bottom-line benefits of the products, appealing to readers' desire for ease, convenience, and value. A sensible approach, right?

But the owners were uncomfortable with what I'd done and took it around the offices (this was one of those "decision by committee" things), with each decision maker adding his share of comments and notes for the rewrite. Not surprisingly, there were practically no requested cuts -- only additions: "Let's talk more about the specs of this product line." "We need to be really clear about exactly what this does." And so on. I was still fairly new in the writing game at this point, so I didn't feel I had the gravitas to speak with authority against these suggestions (and truthfully, I was just grateful to have a lucrative gig, so I would've gone along with anything). So I employed every single "improvement" the client requested.

The client was delighted with the final result. But to this day, I've never displayed it in my portfolio, and I never will. It's a bloated mass of over-explanation that would put a ferret on amphetamines to sleep. I can't imagine the intended audience responded as the client had hoped; I don't even know for sure if the company is still in business. If it is, those marketing pieces weren't the deciding factor, I can guarantee that much.

So what went wrong, other than Yours Truly lacking the backbone to to correct his benefactors' corrections? Quite simply, the business owners abandoned their initial goals, and they ended up with writing that they liked, instead of what their audience would respond to. The first draft took them out of their comfort zone as technicians because it wasn't written for them.

It's one of the trickiest problems in copywriting, yet also one of the most crucial things to understand: You don't necessarily want writing that appeals to you; you want writing that appeals to your target market. If you are not your target market, then you may need marketing content that would underwhelm an engineer or an attorney or a neurosurgeon but tells your potential customers all they want and need to know.

Be honest -- if your marketing content is drawing web traffic to your site, lighting up your phone switchboard with inquiries or sending new customers through your doors, will you like it then? I'm betting you will!

Tuesday, February 7, 2017

4 Ways to Work Valentine's Day Into Your Marketing

We're coming up on another Valentine's Day. If you sell gourmet foods, champagne or flowers, this particular holiday is obviously right up your alley. But any business can use this special day as a springboard for a variety of marketing opportunities. Let's look at four ways you can sweet-talk your target audience.

1. Thank-You Notes


There's no easier way to let your clients know how much you appreciate them than by writing and sending out thank-you notes. While you and your team may not have time to pen each of these meaningful messages by hand, you don't have to take completely generic approach either. Think about what kinds of messages would appeal directly to each specific segment of your clientele -- then write a few different variations on the theme of your heartfelt appreciation of them. For a really personal touch (and to help ensure that the letters get opened), you might even consider hand-signing and hand-addressing the envelopes; if that's not possible on a massive scale, you can at least do it for your VIP clients.

2. Special Offers


Valentine's Day is a time for giving gifts that show your sentiments, so why not give your beloved customers something nice that also happens to help drive more business your way? A Valentine's Day coupon, discount, gift certificate or other special offer can serve as the centerpiece for a "We Love Our Customers" campaign. If you can turn your products and services toward the theme of romance, from chocolates to spa days, so much the better.


3. "Share the Love" Contests


Love isn't just a one-way street, you know; hopefully, your customers think as highly of you as you do of them! Why not give them an opportunity to express their love for your products and services through some sort of "Share the Love" competition? Post the announcement (on your website, blog, social media channels et cetera) that you're looking for videos, photos or other submissions that show your customers using your product or service, standing next to your company signage or otherwise showing their support for your brand. You can even appeal to the writers in the crowd by asking them to include you in a poem or short story. Give out prizes for the most creative entries -- while coasting on a wave of positive buzz!


4. Valentine-Related Blog Articles


I've written before about the benefits of crafting seasonal blog articles, and Valentine's Day is no exception. You may be thinking that there's nothing remotely "romantic" about what you offer, but think again. As a professional ghost-blogger I've composed countless Valentine-centric articles about everything from life insurance (showing your family how much you care) to health services (February is American Heart Month). There are countless ways to turn this time of year toward any business or industry -- especially when you have the assistance of an imaginative, experienced copywriter.

Here's to a perfectly lovely -- and profitable -- Valentine's Day!