I want to chat about two different approaches to marketing communications and give you five tips on how to improve your communications.
But first, let’s define the term.
For me “marketing communications” covers absolutely everything you say to your customer – your emails, your direct mail, your website copy, your sales pitch, your slide presentation, your YouTube videos, your local newspaper advertising, the images you use in your status updates and tweets, your blog posts…you name it and it is ALL marketing communications.
There’s the Brick Wall method and the Nice and Easy method.
The Brick Wall Method
What is this? It is the method used to craft communications that fall flat…just like hitting a brick wall. It can hurt.
Typically, the copy is dull and dulling with a focus on product or service features. Instead of presenting an enticing end result, you try to convince (aka sell) your customer on the abilities of your product or of you to perform.
I came across a recent example of this on a new client’s website.
She’s a talented and very experienced interior designer. She magically transforms ugly rooms into functioning works of art.
Unfortunately her website didn’t communicate magic. Instead it was flat.
It highlighted her rather long list of design credentials. It talked about the process and listed some of her awards along with some photos. That was it. It functioned, but it was uninteresting.
Any visitor to her website would have left immediately because the site did absolutely nothing to stimulate, tempt or tantalize anyone into taking any action. Just a big brick wall.
The Nice and Easy Method to Marketing Communications
The Nice and Easy method is where your communications are effortless. There is no selling. Instead you simply present specifically what it is your potential customers want.
Instead of the hard impenetrable brick wall, your customers feel a verbal caressing – one that makes them want to take action.
The interior designer put together the copy for her website thinking her potential customers wanted to be certain she was a skilled designer and that she worked with them to create rooms that were tailored to their needs. After all, this is what she does.
In truth, her potential customers want to be captivated.
They want to be seduced by WOW photos of completed projects.
They want to see mouthwatering rooms that make them say:
“This is exactly what I want and I want this designer to do it for me”.
Common Mistake – It is not about YOU
The most common mistake in marketing communications is to think potential customers want or need to know something about YOU or your product.
Instead, they want to know you understand who THEY are.
That want to know you grasp the problem they want solved and why it is such a problem.
They want you to tap into the emotions they want satisfied when they solve this problem.
They want to buy from the person who delivers that something special to the buying experience.
Corrective Steps to Nice and Easy
The best place to start is with your Buyer Persona. Nail that down and you’ll have all of your answers.
Then review your website (all of your communications for that matter) with these questions in mind:
- Do the words or the images used clearly communicate that you know your best customers?
- Does your copy identify the specific problem or problem(s) they want solved?
- Do you tug at their hearts, their ego, their desires so they can’t resist when you describe the end result?
- Are you leveraging your special something that separates you from your competition?
Another question that will tell you if you’re on track with your communications is:
5. Am I selling a product or service or presenting the fulfillment of my customer’s wants?
Am I selling a vacation rental with so many beds and baths or presenting a memorable experience that will last a lifetime?
Am I selling children’s books or presenting an opportunity for some quality time with one so dear?
Am I selling an online training program with so many modules or presenting an opportunity to gain mastery in a specific area?
You get the idea. Stop selling and start presenting and all of your marketing communications will start delivering you far better results.
Which are you using? Are you using the Brick Wall or the Nice and Easy method?
Do you think the Nice and Easy method would work for your business?
Do you find writing copy for your website to be difficult?
Did you find these tips helpful?
Go ahead. Share your thoughts below. I’d love to hear what you think.