The best questions to improve your marketing writing
Want to get more out of your marketing writing? Here are five of the best questions to ask yourself to ensure that your marketing content is connecting with buyers and getting your phone to ring.
Know thy customer
Recently, I was surfing channels on the TV, and I came across the movie, “The Fugitive.”
I happened to catch one of my favorite scenes in the movie. A tenacious U.S. marshal (played by Tommy Lee Jones) is chasing a wrongly convicted fugitive (Harrison Ford) through a giant drainage tunnel.
The fugitive turns to the marshal and blurts out, “I didn’t kill my wife.”
The marshal bluntly responds, “I don’t care.”
Now, from time to time, this scene pops into my head when I’m conducting a website content audit or a creative discovery session with a marketing client.
Too often, we get so wrapped up in our own story that we lose sight of why our customers should care about our business. We lose perspective on what’s in it for our customers to work with us or buy our products.
You’re a family-owned business − so what? Your company has an advisory board − so what? You have a fancy degree and big-time credentials − so what?
Why should your customers care?
Turn your marketing copy into a lead converter
You may have the best copy possible as far as grammar and readability are concerned. But if your marketing content isn’t tapping into what’s important to your customers, you are losing potential buyers.
You. Are. Losing. Business.
The good news is, there are questions you can ask yourself to develop marketing content that’s focused on your customers, rather than yourself. Better yet, buyer-centric marketing content is one of the best ways to get your phone a-ringing.
If you’ve drafted your own marketing content or website copy, look at each of your core messages and ask yourself:
- So what?
- Why should my customers care?
- What’s in it for my customers? You may have heard this question referred to as “WIFM,” or what’s in it for me? It’s another way of asking, what’s the benefit for my customers?
- How does my business help solve my customers’ emotional pain? Your customers’ pain points could include their frustrations, worries, fears, irritations, etc.
- How does my business help my customers achieve emotional gain? Your customers’ gain points could include joy, fulfillment, growth, excitement, peace of mind, etc.
It’s not enough to answer these questions in your head. Work your answers into your copy… or hire a professional marketing writer who can help you.
Remember your brand promise as well
It’s worth noting that your customers’ points of view are also critically important when you’re developing your brand promise − the foundation for your marketing writing. A colleague of mine, Pecanne Eby of Brand Mentoring, often talks about the four “Cs” of a brand promise.
Your brand promise should be:
- Clear
- Concise
- Credible
- And compelling to your buyers
Translation: Do your customers care?
Parting thoughts: Know thy buyer
Yes, there is a theme here. Whether you’re crafting your brand promise, website content, marketing collateral or 30-second commercial, good messaging is about tapping into what’s important to your buyers.
And hey, if you’re like me and you do better with visual cues, picture Tommy Lee Jones in a drainage tunnel, telling you he just doesn’t care.
Those are fightin’ words! Get buyer-centric and tap into what makes him care.
You’ll be amazed with how much more effective you can be in your sales and marketing efforts.
Now it’s your turn…
I’m curious, what questions have helped you improve your marketing writing? What tips do you have to stay focused on your customers’ needs? I welcome your ideas.
Publish date: January 23, 2012