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.
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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.
Reblogged this on The Girl In Pearls.
Wendy – I just landed a creative content gig where I am trying to convince the people I’m working for of this very thing. They have the old-fashioned concept that content is not the most important part of marketing – that it’s all about the bling of website design and build and touting the benefits of what latest and greatest products their clients have to offer the consumer. They want me to take the “we” tone and I’m cringing, but can’t give up this gig because I know it will lead to bigger and better work.
Why is this simple concept so hard for advertisers/business customers to embrace?
I love the way you worded this – it makes so much sense! Looking forward to your series on this topic! Combined with Jamie Wallace’s posts on Branding and other marcom subjects, and other helpful writing advice from Lisa, Deborah, Diane & the other LTW writers, it’s like getting a mini-workshop with a bit of inspiration!
So happy to follow this blog!
Laura,
More than welcome. Glad to share what I’ve learned.
And yup, you’re in a tough spot. I have to admit that I’ve been there before.
My take is that *if* after presenting my case, the business still wants to do it their way (we-oriented), then,hey, I figure it’s their money.
Writers still have bills to pay.
Wendy
Getting started and building a regular clientele is rough. The first “steady” gig I had was great but after nearly a year of meeting weekly deadlines and always being available to do on-the-spot fill-in content, they wanted to renegotiate the contract so I would be doing more but earning less. I’ve been doing small stuff here and there and this could turn out to be another source of steady income. You’re right – it’s business. It IS their dollar and I need to get as varied a resume as possible in order to ramp up my appeal to editors so I’m definitely not pushing it.
But oh, I sooooo want to say “It’s about them, dummy!” LOL
Mouth shut, pen in hand.
This is right on the money. Great post!
Yes, great advice. And so obvious, really, but so easily forgotten. Or ignored.
By the way I couldn’t help thinking that was Tom Cruise with a bad wig on!
Great advice. I re-worked your phrase…to “present (my soon-to-be) ebook in the context of the audience’s needs..” I believe I have a story that people with a certain vent would enjoy and get something out of,,,and putting material out there–that invites these people to read the story–that’s what I need to be about…
Thanks for that great insight
mcpiper