This post is in reply to a request for more marketing writing information.
My sister is in a Social Media class and she pointed me to this little gem of a video that brilliantly shows the relationship between the “Advertiser” and the “Customer.”
It’s a point that I need to state time and time again when I’m working with businesses.
It’s not about you, it’s about your audience.
Yeah, sure, you think your business is great (and maybe it is), but if you can’t sell your need or products to a customer, you’re going to be nothing.
So many people still don’t get this. They write about all the good things their business has done. They start marketing material off with “We are.” We are doing this. We are doing that. We’ve won this award. We are great.
But what they really need to do is write about how the good things they are doing can create a benefit to their audience’s lives. Will it make things go bigger, faster, or more efficiently? Will it amuse them? Why should they care about what you are doing?
When I’m reading marketing material, and it starts with “we” I sigh. It’s the pompous Uncle at the Thanksgiving table who’s going to dominate the conversation for the next 15 minutes, isn’t it? Pass the potatoes and it’s time for a little daydream, I know where this is going and I’m checking out.
Here, in a nutshell, is the ultimate challenge for the marketing writer – to always, always present the business’s accomplishments in the context of the audience’s needs and to not fall victim to the bloated, playground bragging style that far too many companies feel is the better way to go.
Wendy Thomas is an award winning journalist, columnist, and blogger who believes that taking challenges in life will always lead to goodness. She is the mother of 6 funny and creative kids and it is her goal to teach them through stories and lessons.
Wendy’s current project involves writing about her family’s experiences with chickens (yes, chickens). (www.simplethrift.wordpress.com)
It’s not as easy as it looks, which is why a good copywriter is something that a business will hold onto.