No matter how old you are, you probably remember going trick-or-treating on Halloween. You might even remember that it wasn't always about receiving candy. Back in the day, it wasn't uncommon for tricks to rival treats as a seasonal tradition, from papering trees to egging houses. Yes, Halloween can get ugly -- and if you allow the following evil spirits to sneak into your marketing content, you may find that the fourth quarter of the business year yields the equivalent of Charlie Brown receiving a rock in his treat bag instead of candy. So let's look at some of the worst demons you want to eliminate from your marketing efforts.
The Ghostly Audience
In movies and literature, ghosts are usually depicted as vague, translucent beings that shimmer in and out of existence, resisting all attempts to photograph them or get specific details about them. If you don't have a clear image of your target audience, how can you hope to direct your marketing content toward mere vapor? It's time to draw up a comprehensive buyer persona that aggregates all the available data on your ideal customer's demographics, hopes, fears, frustrations, income, and purchasing habits. After all, if you were a medium performing a seance, you wouldn't call out for just anybody, would you?
If you're like many business owners putting together your own marketing content, you may have assembled that content piece by piece over a lengthy period, pulling from this or that source as you went. But just as dr, Frankenstein eventually found himself appalled by his creature, you may shudder when you see the hodge-podge of messaging inconsistencies you've stitched together. Do you perceive differences in tone and style among your web pages, blog posts, brochures, sales letters, and other marketing pieces? If so, hire an experienced copywriter to smooth out those jarring inconsistencies and bring all your content in line with your brand.
This creeping menace doesn't just sabotage your marketing -- it also embarrasses you in the process. Elementary errors in spelling, grammar, and syntax can worm their way into your writing with surprising ease, leaving you with egg on your face just as surely as if you'd been looking out your window on Halloween night after denying candy to juvenile delinquents. Even if you manage to avoid the most cringe-inducing mistakes, your content may harbor more subtle imperfections that impair its effectiveness. When in doubt, ask a professional to proofread and edit instead of just throwing that gremlin-ridden content out there for the whole world to see.
This Halloween, banish the tricks from your marketing content so you can reap the treats of greater success. Consider me your copywriting exorcist -- and summon me to do your bidding!