How to avoid 3 common mistakes when promoting your business
Written by Peter Kerr
Your message, and consequently your business, goes nowhere without effective marketing. Here are 3 common mistakes in your marketing materials that can cost you potential customers: 1. The message focuses on your product or service, not the customer The temptation to boast your business often results in advertisements that only focus on your product or service. While your product may be (and, in fact, should be positioned as) the best solution, focus your attention on the customer. The customer wants to read an ad that speaks directly to him or her. “Our banking services have the best interest rates in the LehighValley” doesn’t resonate as strongly as “Your hard-earned money generates the most interest with our top rates!” 2. The message highlights the features of your product or service, not the benefits Your product has all the bells and whistles. So why buy it? Make sure you’ve emphasized the benefits the customer will enjoy. A feature might be, “Now with All-Wheel Drive”, but a real benefit might read, “While a blizzard rages outside, you can enjoy the comfort of your leather chair by the fireplace…because All-Wheel Drive got you home.” Applied to the banking services example, “Your hard-earned money…” becomes “New golf clubs and a lower handicap? Now you can afford them thanks to the interest you earn with our top rates!” 3. The message has no call to action This sounds like a no-brainer, but your message needs to include a way and reason to contact your business. Have you offered the customer multiple ways to contact you? Why should he or she contact you now? Here’s the banking services example, now with a call to action: “New golf clubs and a lower handicap? Now you can afford them thanks to the interest you earn with our top rates! These rates won’t last long, so call us today at 555-123-4567 or visit us online at www.lvbankingservices.com.” Peter Kerr Copywriting Services.Visit www.pkcopy.com for more info!
