5 Warning Signs Your Marketing Isn’t Customer Centric
When you sit down to write about your business, it’s quite natural to start with what you know – you! But really effective marketing isn’t about you. It’s about your customers.
Here are five warning signs your marketing is missing the mark.
- You don’t really understand what your customers are looking for. A sure-fire way to writing copy that misses the mark is not really knowing your customers. Your business is the solution, but you should be starting with the problem.Tip: If you think you know the problem you are solving, but you aren’t sure, ask your customers about the triggers that led them to your door.
- You only talk about facts and features. This is a really common trap, so don’t feel bad. Facts and features are the logical end of the decision-making process, but persuasiveness comes from tapping into the positive outcomes.Tip: Imagine a stony-faced customer responding to your explanation with “So what?” … again and again and again. Keep answering the question and you’ll get to the real benefit you offer.
- Your copywriting is all me me me. Read your copywriting with a red pen and circle every instance of ‘we’, ‘I’, ‘our’, ‘and my’. If your page suddenly looks like an extreme case of the measles then you’re talking about yourself way too much.Tip: Switch the emphasis back on to your reader by changing every “we” for a “you” then edit the text so you relate what you do to what your customer needs.
- You don’t offer any proof you can be trusted. You might be offering the perfect solution and your price is right, but most customers will still feel some uncertainty about saying yes. Show people that you’ve helped other customers and the positive outcomes they’ve achieved.Tip: Include case studies and testimonials in your marketing, but make them specific enough to be realistic. “You’re awesome, from John” isn’t going to get anyone over the line.
- You’re speaking a different language. Whether you’re getting down with the young folk or pitching to a blue chip corporate audience, your copywriting needs to be pitched at the right level. Using the same language and tone as your audience will build a connection so much faster.Tip: Know thy audience! You should also have a good understanding of your brand voice so you can create copywriting in a consistent tone and style.
More by Belinda Weaver
As a business owner, your life and your business are often so entangled, it’s hard to separate one from the other. When we start a business, we write down our business, marketing and financial goals. We map out a direction and then work hard to get there. But does your business support your life goals [...]
There is an often repeated mantra in marketing: Write about benefits rather than features. A marketing feature is a fact that describes what a product or service is, has or does. A marketing benefit describes what is gained or life gets better. In my ABN course on Practical Online Copywriting for Business I talk about [...]
Effective copywriting (the kind that motivates the action you want) is created in stages. 1) First, you brain dump and brainstorm. This is when you get information onto paper and turn it into meaningful knowledge. 2) Then, you write. 3) Finally, you edit. You might spend most of your time writing, editing and proofreading just before [...]
Word of mouth has always been an important part of business development. The power of personal experience, shared by real people, is enormous. Asking for testimonials and reviews is an easy way to share proof of your awesome and but what happens when you’re asked to write one? Are you struck dumb? Writing testimonials is [...]
Do you have a list of the dream clients you’d love to land? The clients that would make you feel like your business has arrived? I have to admit, I am impressed and seduced by big name brands. I used to be green with envy as I looked through the portfolios of successful copywriters I [...]
A blog has become a staple of the modern business website. A blog lets you talk about your specialty in a way that attracts people to your business. A blog gives you a chance to reach people outside your sales cycle so you can draw them into your sales cycle. A year or so ago, [...]
If you want your business to stand out from your competitors, you have to be different. You have to look different and sound different and offer your audience something they can’t get anywhere else. But what do you do if your target audience can get your products or services somewhere else, or worse yet, in [...]
I went through the ABN MentorNet program recently and a repeated theme in our mentoring pod was the feeling that we were always behind. We felt like we were always playing catch-up. We talked about time management and prioritising our day, but during one conversation, we hit upon the source of these feelings of failure. [...]
There are a lot of powerful words in the English language. Words like LOVE and HATE, EXCLUSIVE, PROMISE and FREE. These words can help you spice up your marketing and, more importantly, help your marketing message stand out. But there is one word that is more powerful than any other. A word that your marketing [...]
Starting a business can be a roller-coaster of feeling excited, terrified, and overwhelmed. While it’s easy to understand the benefits of outsourcing to a specialist, not many startups have the cash to splash. I know I didn’t. So we dig in and skill up, doing many things ourselves. We’re the sales person, accounts manager and [...]