Image courtesy of Paulien Osse.
Are you sick and tired of writing content for your website that no one is reading?
Are you frustrated with the results of your marketing message conversion rates?
Regardless of whether you are writing a blog post, web content, or even content for an offline brochure, the key to successful communication is having a message that is memorable. However, what you consider memorable and what your intended audience actually wants to hear can often be two different things.
Frequently, there is a huge disconnect between excited business owners who want to get their information out there and the prospects who aren’t hearing what they would like to, in order to buy. So, what needs to happen to close this gap?
3 Key Ingredients of Memorable Marketing Messages
- Know your customer inside and out.
One of the most overlooked aspects of crafting a memorable message is knowing to whom you are speaking. Often business owners, who write online copy, think the entire Internet is their audience. With this mindset, they produce less than average results–if any at all. If you want to provide your readers with a message they’ll remember, be sure you’ve researched and learned who your intended audience is.
- Don’t talk about your business.
Are you shocked? This doesn’t mean that you shouldn’t ever talk about your business. What it does mean is, “keep a lid on it until the right time!” Visitors who come to your website or visit your blog come with this attitude in mind. “Yeah, so what? What’s in it for me?” I don’t mean to sound harsh, but they really don’t care about all your great services or products, unless you talk about their needs first. Get inside of their head and learn why they need what you are selling!
- Speak to the needs of your customer.
People will buy your product or service for one of two reasons: To move away from a certain pain point or to move closer to a pleasure. As a business owner, it’s your job to find out what these needs are and to speak to them. How do you solve your customer’s pain points? How do you provide them with that something that will make them happy? Craft your message with these key needs, in mind.
Bringing it all together.
Once you stop talking about you and begin to understand your audience and their needs, you want to put your message writing into action. A tip that will help you connect to this “ideal” customer is to write as if you are talking to that person only. Chances are you have someone in mind who is your ideal customer/client. It may be someone you’ve done business with in the past, it may be a friend, or an image you have in your mind. Picture this person as you craft your message for her or for him.
Learning how to write copy that will resonate with your audience isn’t really difficult when you take the focus off you and direct it to your reader. Take the time to really get to know your audience and what they need from you. Keep in mind; the more specific you are, the better your message connects!
The Language Lab Guest Blogger: Gretchen Pritts is a content marketer, writer, coach and consultant, with a passion for connection! Whether she is meeting people face to face, or learning about someone through social media, she loves building lasting relationships!
Gretchen helps her clients build trust with their customers, by speaking their language and creating lasting relationships. She helps businesses that don’t have time to commit to their online growth, but want to reap the benefits of an online platform.
Through Gretchen’s commitment to her clients and love of connecting with new people, she strengthens a business’ online presence and takes their success to the next level. You can find her at www.gretchenpritts.com.