Marketing spiel is pretty well-known at this point. We’ve all heard it, and heard it often. Of course, some of this marketing is necessary, as it informs us what we’re about to purchase. It’s just that for the most part, we can feel a sense of ennui when it comes. Businesses need to promote their goods, but every single firm telling you great and exceptional their service is can really become perplexing when we’re about to make a consumer decision – because how are you supposed to choose between them?
Well, for the most part, customers will look to other users, be they reviewers online, product comparison sites, or even journalists, such as those that unbox and review the latest smartphones and compare their camera quality to other products in the market.
As a business, that kind of approach can unfortunately leave you high and dry. After all – it’s important to make sure you are one of the main authorities when it comes to talking about your product. To be seen as that, it’s important to avoid the marketing spiel everyone’s heard before. But how can we achieve that? We’ll consider this, below:
Avoid Repetitive Phrases – Instead, Make Your Own
It’s good to avoid repetitive phrases where you can. Buzzwords and cliches are easy to ignore, because we hear them all the time. So for instance, perhaps your business isn’t ‘the best landscaping company in the area,’ as everyone else says of themselves too. Perhaps you could offer ‘a combined 150 years of experience in all things landscaping.’ This provides context, unique value, and broad scope. This is just one example, with a specific business like yours to represent, you’ll no doubt think of snappy, informative and interesting phrases which are more appropriate.
Clarity & Brevity Over Style
It’s incredibly important to be clear about what it is you’re offering, and what your product or service does. It’s hard to show this without the use of clear and capable brevity. Choose that over style, if you have to. In some cases, the three can intersect, such as Apple’s “A thousand songs in your pocket” tagline used when revealing the iPod. Might you be able to express that? If you run a small charcuterie shop, perhaps you can offer “Artisinal cured and sliced meats from historical tradition” in order to showcase what you do, how you do it, and the quality of your work. But always choose clarity and brevity if you have to – flowery language and over explanations only serve to turn people off.
Distil Your Message
Writers have to learn to “kill their darlings,” meaning they cannot be wedded to every idea. Marketers have to do the same. Distil your message into its most raw element? What is it that your business offers? If your potential customer base could learn just one thing about you, what would it be? Distilling your message this way helps you bring all of your advertising to a concentrated point – even if it’s a temporary campaign message like “all of our packaging is now recyclable!” – it makes a huge difference in tone compared to drawn out conversations. Seek to inform, not to discuss. With a service like redspotdesign.com, you’ll achieve that easily.
- Lisa has been blogging since 2013, and loves sharing resources and ideas for living a simple life. To get free printables, bonus words, and more - sign up for the newsletter.
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