When it comes to marketing insight, we’re often told to look to the likes of Apple or Coca-Cola.
Less often mentioned are companies likes Proctor & Gamble or L’Oreal. But these giants have marketing down to a fine art. They need to because they’re operating in a very competitive market where there isn’t really much difference from one shampoo to the next.
Go to your bathroom and grab a bottle of shampoo and look at the label on the back.
1. No Assumed Sale
Lesson One isn’t the marketing copy itself, but just the fact that it’s there at all. Just because someone has picked up your product in the supermarket aisle, it doesn’t mean they’re going to take it to the checkout. The same applies to your website: just because someone has gone to your pricing page or trial sign-up page, don’t make the “assumed sale” mistake.
You need to carry on marketing to potential customers on these pages. Why should they complete the sign-up form they’re looking at? Why are your prices good value for money?
2. Identify Your Audience
“Do you suffer from persistent dandruff?”
“Are you an accountant?”
“Do you need somebody to answer your calls?”
One of the first unanswered questions in any prospects mind when they visit your website is likely to be “is this meant for me?”. Get the question out of the way as soon as possible by asking a question to which your target customer will always answer yes.
A question that non-target customers will say yes to (“Do you want to save money?”) is a cop-out and isn’t going to cut it.
Get To The Point – Quickly
Before you get into the waffle, succinctly explain what you’re offering. I’ve lost count of the number of times I’ve visited a website, read a few paragraphs of copy and still have no idea what I’m actually being offered. Explain your offering in one sentence that doesn’t require further elaboration in order for the reader to understand what you’re talking about.
Your product may eliminate persistent flakes or make accounting really easy. Great, say that. Worry about how it does that for later in your text, not this first sentence.
Next time you’re relaxing in the bath, have a read of some of the labels. You might learn something.