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De-Clutter
Your Marketing Copy
June 15, 2006
"XYZ
Company... Innovative Leader in Quality and Customer
Service"
What
the heck does that mean? Who is XYZ Company and
what do they do?
Is
your marketing full of empty phrases like "leader
in the industry," "quality service,"
"state of the art" and "all of
your needs"? When I read text like that all
I'm thinking is, blah, blah, blah! I'm sorry,
but no matter how comprehensive your services,
there is no way in the world you can satisfy
all of my needs.
I
will admit that I sneak a phrase or two like that
into my marketing copy from time to time, but
it has context. I back it up with facts, opinions,
and details that make the words meaningful.
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Main
point: get rid of the fluff and the clutter
in your marketing.
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Get
to the meat that matters. Tell your customers
who you are and, most importantly, what you can
do for them. That's what they want to know. Say
no more and no less. If you tell them everything,
there's no need for them to visit with you. If
you don't tell them enough, they don't want to
visit with you.
Get
specific about what you do and how you do it.
If you have to say that you're the leader, tell
them why. Don't be too "professional"
or stilted. Just talk to you customers. Communication,
not information, is what will make the impression
you need, especially during the introductory phase.
Get rid of the clutter—and the litter—in
your marketing messages. When you think you have
it down, ask someone who knows nothing about your
business to tell you what they learn from it.
If they aren't hitting the nail on the head, go
back to the writing board.
Your marketing materials are important, useful
tools, but only if they do a good job of marketing
you. Getting rid of empty phrases is an easy way
to make them more effective.
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