OK, so it’s not strictly true that I know nothing but there is a lot I don’t know. I am not an expert in your business or in what you sell. I don’t understand the acronyms and abbreviations that are your everyday language. I don’t necessarily know what your name stands for. I’m probably not familiar with how the processes you use will help me. So when you are marketing to me don’t assume that I will understand what you are talking about.
I keep hearing an advertisement for computers with AMD. What is AMD? Now if my son sees this he’ll probably be exasperated by his mother’s ignorance but I’m not very interested in technology other than how it can help me to do what I want to do. I ‘googled’ AMD and found it is the name of a company, Advanced Micro Devices, and that it is a competitor of Intel. I think that AMD is the technology you want if graphics and gaming are high on your priorities but I don’t know. If the advertisement had said, ‘AMD for the sharpest images and best gaming experience’ then I would understand.
You might have a franchise for a well known international brand but just because someone has heard of your brand doesn’t mean that they understand what the brand stands for. You need to explain. Perhaps your cosmetics are organic, chemical free and never tested on animals. Perhaps your children’s nursery is based on the philosophy that children learn through exploring. Don’t assume that I know this just because I’ve heard your brand name.
Explain but don’t patronise.
Your prospect needs to understand what’s in it for them and why they should choose you rather than your competitor. You need to be very clear about the answers before you start producing your marketing copy. Here are just a few of the questions you need to answer before you start writing:
- Who is my target?
- Why do they need my product or service?
- How are they affected by the problem I want to solve?
- Why is my solution more suitable than that of a competitor?
When you understand the answers you should be able to write some matter of fact statements in your marketing to help your target understand without insulting their intelligence. Remember don’t just list the features but promote the benefits to your target market. But that’s a whole new topic so come back later this week for some more tips on getting your marketing right.
Glenda Shawley helps owners of small businesses understand what matters to their customers and then communicate this in a way that turns suspects into prospects, prospects into customers and customers into fans.