I have been studying, reviewing and evaluating marketing messages for years, from radio commercials and TV commercials to printed marketing campaigns. And across all these mediums, one thing remains consistent: Most people use the same, tired old marketing messages that cause them to seem no different from anyone else in the payroll service industry. Messages such as:
§ Buy from us because we offer competitive or low prices.
§ We have great customer service.
§ We do _______ better than ________.
§ We have been in business for XX years.
Writing a marketing message that catches a prospective buyer’s attention is a learned skill. It does not come easy to most people, but you can learn how to do a better job.
9 Areas To Avoid When Developing A Drip Marketing Campaign For Your Business.
If you are developing a marketing message for your next campaign, you will find today’s tip extremely valuable, not to mention timely. Below I have listed a number of copywriting tips designed to ensure your next campaign’s recipients not only read your message, but act on it as well.
1. Not Writing A Powerful, Emotionally Filled Headline Or Subject Line: When writing your campaign, know that your headline is one of the single most important components of your marketing campaign.
2. Not Focusing On The Top Three Primary Motivators Of Your Target Audience: The theme of your campaign needs to focus on the primary motivators of your target audience, e.g., customized solutions based on someone’s needs and budget, the fees that you charge or integration into their legacy systems.
3. Not Making The Copy About The Reader: Your target audience doesn’t really care about what you do unless it directly benefits them, so know your audience – recognize whom you are writing to.
4. Not Considering The Themes Being Used In A Campaign: When sending out a campaign, ask yourself whether the campaign will be educational, sales or informational themed. This is especially important when sending an e-mail marketing campaign. If you always send out a sales-themed e-mail marketing campaign, your readers will gradually lose interest over time and eventually stop reading your campaigns altogether or even opt-out. So mix things up a bit to keep the reader curious about your content.
5. Not Counting The Types Of Themes Being Sent: In a given year, you will send X number of campaigns to your target audience. As you look at your drip marketing calendar, count the number of educational, sales or informational themed campaigns that have been or will be sent. A good rule of thumb is to have 50% of your campaigns educational, 25% sales and the remaining 25% informational.
6. Not Counting How Many Times You Use The Following Words: When sending out a campaign, count how often you use the following words: “I,” “me,” “our,” “ours” or “us.” Then count how many times the words “you” and “yours” were used. The latter pair of words is what you ought to be using actively in place of self-centered language, as they grab a reader’s attention much more effectively.
7. Not Having A Highly Visible Risk-Free Offer: Adding a highly visible risk-free offer is the best way to invite someone to take the next step in the buying process. But don’t limit your risk free offer to things like discounts or dollars off. Risk-free offers can also be an educational report, a buyer’s guide, etc.
8. Not Proofing Your Campaign: It is extremely difficult to proof your own work. For starters, you lack objectivity because of the ownership you feel over what you have written. Secondly, your brain is capable of making sense or filling in gaps that others would find incoherent. With that said, send your work to at least three people for proofing.
9. Not Keeping The Main Ideas/Subjects In A Campaign To Three Or Less: People have developed an affinity for things that come in sets of three, so don’t try to jam 10 to 20 main ideas/subjects into a campaign. All this will do is confuse the reader. Here are some examples of “threes” ingrained in our culture:
Executive Summary: You need to realize that it is your job to stay in contact with your database of clients, past clients, prospects, etc. -- not theirs. More importantly, have something worthwhile to say and say it well with your campaigns. Otherwise, you risk having your campaign not opened/read. Bottom line, e-mail marketing campaigns will not be read if they are not compelling or educational.