Who writes your marketing material?

When I was at PDAC in March of 2020, I asked several exhibitors, Who writes your marketing material?

The answers were surprising. The most common answer?  I don’t know.

Other responses:  

  1. One of the engineers, I guess.
  2. Last week.
  3. One of the IT guys probably.

As I looked over their marketing material, it looked quite professional. Very nice. Good design, professional photography, and quality paper. It looked nice. But is looking nice going to get more clients to buy your product or service?

The job of marketing material, either print or digital, is to get prospective clients to become clients. While design, colour, and images will attract people to the marketing material, it’s the words that will engage them. These words need to speak to prospective buyers and tell them how a product or service will help their business.

So, here’s a little test. Read your marketing copy out loud as if you were speaking to a prospective client. Get a co-worker or the dog to listen as you read it. How does it sound?  If it’s like a lot of marketing copy, it’s stilted, full of clichés, industry jargon, and uses words you’d never say to a prospect in person.

I did this test with an exhibitor at PDAC. He didn’t get through the first line before he realized how awful it was. I don’t think he’s talking to me now.

But the point was made. If the words in the marketing material don’t connect with prospective buyers, they will move on.

Someone thought that telling people all about their product or service, using clichés and industry jargon would compel them to buy their product.

I can almost hear the conversation in the office. “We need to tell them about this feature.”  “Oh, and don’t forget to mention after-market service.”  “We need them about our commitment to safety.”  “We need to add our mission statement.”

In other words, the copy was all about them and how great they are.

It’s like going a social gathering and listening to someone go on and on about themselves. You feel as if you’re just there to agree with them about how great they are. You don’t feel as if you are part of the conversation. You’re being talked at. You begin to look for an excuse to leave.

With marketing copy, you want to start a conversation with prospects. You start that discussion by showing that you understand their problem and show how your product or service will help solve that problem. It sounds like someone has stopped by your booth at a trade show and told you the problem they are having.  Then you show how your product/or service will solve that problem.

It must sound as if you are genuinely interested in helping them. The words you use and the tone you take in your marketing copy will determine the success of your product or service.

Need help with your marketing copy?  Let’s talk. Email me at janice@janiceleuschen.com