AN EASILY DIGESTIBLE MESSAGE PRODUCES THE BEST RESULTS
Imagine that you want to buy equipment worth millions or get information on your would-be strategic business partner. You hardly want to read a sermon, play on words or “advertising fun”. You need easily understandable, detailed and digestible facts as a basis for your decision. That’s what your customer wants, too.
Easier said than done? Absolutely. That’s exactly why you are now thinking of hiring a professional copywriter who can build the message.
Person to person
A personal approach most often produces the best results. This is the guiding principle when I’m writing your sales pitch. Except, of course, that your message gets written in your tone of voice and in a way your customers understand.
Your marketing message should:
- be factual
- be interesting
- include enough detail to allow an informed decision
- clearly display the essential benefit of doing business with you
This way you can build a preference in the recipient’s mind for your product or service over anybody else’s.
Copy in two languages
With me, you are getting an extra benefit: two language versions from one source. You save a lot of costs and time if you need your material in English and Finnish anyway.
Some basic do’s and don’ts
Advertising is not art. Its goal is to produce quantifiable results. The copywriter is your salesperson who works for you using the keyboard. Never judge advertising solely on the basis of how artistic, amusing or entertaining it is.
When advertising, don’t forget the YOU! Imagine yourself on a date. The fastest way to end a budding relationship is to talk about yourself all the time. That’s why your advertising should also talk a lot more about customer benefits than product features. Hint: view a couple of useful analysis tools.
