1. Write as if you are writing to your favorite buddy with the best information.
You can also think about it as writing to your mother. You wouldn’t sell your mother or speak to her to push her into something that you wouldn’t recommend.
You shouldn’t think any less of your customers.
Before: Hey, thank you to everyone who bought our Tea set. If you have questions you can ask us here.
After: I hope you like your new Tea set. A common question we get is ‘how to clean it’. So, here is where you can find that answer, plus anything else you need. Enjoy.
2. Don’t use technical terms that sound like you’re trying to impress or talk over them.
The listing of services and awards comes later in the selling cycle. On initial contact, it is too aggressive and seems like a tactic of superiority to confuse potential clients with industry terms. You need to speak to them in terms that they understand and will show an understanding of their situation.
Initially speaking ‘industry jargon’ no longer elevates business to the expert category – as it did in the past. Today’s customers don’t have long attention spans. Your advertisement’s industry terminology did more to push them away then to establish a connection because you have now given them more to decipher which they will choose not to do. You have also lost the chance to later introduce your masterworks (in industry terms).
Conversational speech is how you gain an interest in that 2-3 second window. Truly evolving businesses understand and use advertising phraseology such as ‘Want to crash your Instagram and send your friends into a jealous rage? You will… when they see the new kitchen from Andrews Kitchens.” instead of “Build a new kitchen with Glass Subway tiles and Woolfe Appliances. Available now at Andrews Kitchens”. See the difference? After you have got their attention, now you can tell them about the subway tiles and Woolfe Appliances.
So, get a little fun (professionally edited) and talk the language of your prospects, not down to them.
Before: Try our Converting Chatbots to grow your marketing.
After: Would you like to be sitting on the beach while your marketing is answering questions about your business? Contact us as we have proven tools installed in business just like yours.
3. Make sure you are a ‘guide’ in decisions made by your customer.
Every human wakes up in the morning as the hero of their own day. If you start boosting or pushing them into an action, all-of-a-sudden they feel bullied and will shy away from that in which you are trying to encouraging.
Before: We have a new Orange Meringue tea. Come in and we’ll tell you all about it.
After: If you’re looking for a new afternoon refresher, Orange Meringue is all the rage amongst our Berry tea lovers. Let us know what you think.
I hope this was helpful. Let me know.