Own the moment. Have you heard this expression before? You can never own the customer. But you can certainly own the moment with customers. The more the better. It marks the winning edge, so to speak. The memorable marketing message is the key.
Do you know how to avoid marketing drivel in a marketing message?
Let me guess…
You’re an honest person.
And when you talk to potential customers on the phone, you sound genuine, helpful, and frank. No fluff. No marketing drivel. No pushy sales talk. You give honest advice. You own most of the moments.
But what happens when you write messages for your brochure or your advertising? Do you sound as sincere as you do on the phone?
Marketing drivel seems hard to avoid. Many messages are full of it.
A dash of sameness sneaks into your messages without you noticing it. Creepiness crawls into your brochure just because you couldn’t find the right words.
How can you eradicate the marketing prattle and write honest marketing messages that capture attention and are remembered?
Related post: Digital Storytelling … 4 Ways to Employ for Message Persuasion
Let’s look at 10 marketing message tips that will give you ways to help eliminate marketing drivel. Follow these tips, and your marketing becomes more sincere and more persuasive.
Strike out the sugary testimonials
You know the type of testimonials that sound like they’re written by a marketer? The sugar-coated words that tell you how wonderful, amazing, and super-perfect a service or product is?
Do you think anyone believes these fantastic testimonials? Well?
Write story-based testimonials to help you overcome objections.
Sugar-coated stuff nobody believes: Digital Spark Marketing is a wildly successful marketing agency. I’d highly recommend them to anyone.
Much better: We weren’t sure about hiring DSM. They seemed a little over the top and did not have many referrals. But the marketing strategy they’ve created for my business has won many customers.
Related post: How to Frame Marketing Messages for Optimum Engagement
Marketing message … cut meaningless phrases
How do you know your copy contains such phrases?
Put on your devil’s advocate hat, and ask yourself for each sentence: what does this mean? If you can’t come up with a specific answer immediately, then cut or rephrase until your text is concrete and meaningful.
Crappy: Our world class widgets help you increase email sign-ups Much better: 4933 websites use our widgets to increase email sign-ups
Slaughter marketing puffery
Words like hundreds or millions may seem specific, but they sound like a marketer exaggerating the truth. Use specific numbers to draw attention and increase credibility.
Marketer puffery: Hundreds of small businesses use our accounting service to save time Much better: 29 small businesses use our accounting service to save time
Marketing message examples … no beating around the bush
Subtleties and politeness are great.
But a subtle call-to-action gives people an excuse not to do as you ask. Starting a call-to-action with if, is the best way to give people an excuse. Tell people exactly what you expect them to do.
Overly polite: If you’d like to join the Enchanting Marketing newsletter, just add your email address and click join Simple and direct: Add your email address and click to join now
Do you want people to listen to you and follow your suggestions? Just give them a reason why. Which problems, complications, and difficulties will you help to avoid? Which benefits will you add?
Not too bad: Get updates (it’s free) Better: Learn how to create persuasive content. Sign up to receive free updates.
Be prepared to tackle the difficult stuff
In business, miracles don’t exist. Objections never go away on their own. You need to address them.
If customers think you’re too expensive, then explain how you help customers save money or how you help them make more money. Prove your value.
Slay self-indulgent noise
Marketing messages become drivel if they go on and on about a company and its products. The quickest way to turn drivel into solid value propositions is to address a benefit or a problem your customers have.
Self-indulgent: Award-Winning Web Designer with 20 Years’ Experience Much better: Marketing content that converts blog visitors into customers
Looking for the superlative lane?
Famous marketing messages … don’t get run down in the superlative lane
Superlatives like best or easiest are a surefire way to sound insincere. Only use superlatives if you can prove why you’re the best.
A marketing sin: We provide the quickest printing service in town. Much better: Get your brochures printed in 48 hours or receive a 25% discount.
Watch out for adjective mumbo jumbo
When marketers have little to say, they add adjectives to their sentences. It makes your readers think yeah, yeah, what nonsense.
Mumbo jumbo: This relaxed, romantic collection of beautiful cookware has a look all its own, right up to date yet completely classic with a result that’s perfect for your kitchen. Much better: The classic look of this cookware collection suits most kitchen styles.
Even better: Show pictures of your cookware. Or explain who inspired the design. That’s much more interesting than marketers’ puffery BS.
Related post: 11 Steps to Media Framing Messages for Optimum Engagement
Final action to stamp out the remaining marketing drive
You’ve edited your copy to remove the marketing fluff.
Now, imagine talking to your favorite customer on the phone and read your copy aloud. Does it sound like your natural voice? Final edits will be in order.
Follow these tips, and your marketing messages will become more sincere and more persuasive.
Remember, selling is marketing BUT marketing is not selling
Need some help in capturing more customers from your marketing strategies? Creative ideas to help the differentiation with potential customers?
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas.
When things are not what you want them to be, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to improving your marketing, branding, and advertising?
Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
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