The entire marketing and advertising business is backed on testing. If you are not testing different media, different marketing methods, different advertisements, etc., then you will never know what works and what doesn’t. It’s not exactly rocket science, but the fact of the matter is that less than 5% of businesses test anything. Why aren’t more businesses doing it, if it is that simple? Based on my clients it stems from time constraints and lack of knowledge.
I’m all about simplicity and easy. So, I’ve come up with several ideas that are simple and don’t take much time. Try one – measure the results, then test another. Find one that works and stick with it!
(1) Never write any marketing pieces if you do not believe in what it is you are selling or trying to accomplish – it will be very obvious to the person reading it that you don’t believe it. Whatever you do, how will it make life easier for your client?
(2) Use clichés like “Are you ready to rumble?” People can relate to them and they tend to read further if the title is engaging. As well, most people talk in clichés – so you must write like you talk. But a word of caution, just do not over use them.
(3) Tell a story – one of the best ways to pull your readers into your marketing and engaging them to buy. Write an ad from your customers perspective, what would they say about you, how you helped them, why you are different?”
(4) Don’t try and be cute or sophisticated. Be sincere, educational and passionate in your writing. People are cautious of cute and nervous about sophisticated, again what’s in it for them?
(5) Write to a grade 7 reading level. This can be easily checked in Microsoft Word – go to “Tools at top – then – Options: then Spelling and Grammar: check the box that says Show Readability Stats. Every time you do a spell check form now on it will tell you what grade level your writing is at. Sad to say, but a proven fact it has to be written in the easiest form or it will not be read by the average consumer.
(6) Consider the toughest critic of your business. You know that they have some possible interest in what you are selling, but they are skeptical at the best of times. What would you say to them to get them to try it out? How would you say it to them? This is exactly what your ads need to read like.
These few simple ways to get better results in your marketing and advertising; but they are useless if you don’t try them. Try one this week in an ad, email, on line or creative piece and see what happens.
Market Insights, LLC