Regardless of the type of business that you run, your customers will have one thing in common. As a result of technology, they are bombarded by marketing messages. Customers are more time-poor than ever before so if you want your marketing communications to stand out, you should consider cutting down the length of your messages and getting to the point.
Identify the message that matters most and make sure it’s memorable. Marketers have known for decades that there’s value in identifying and driving home the most important point or benefit. It goes all the way back to when the best businesses began to identify their unique selling proposition (USP) for every client.
The difference today is the way that viewers and readers consume media. Today’s reader or viewer is overwhelmed with an astounding number of media choices and channels. In fact, consumers are exposed to so many messages that they notice fewer of them. Here are a few tips to help you get your point across.
Focus on what is most relevant to your customers – Focus on what your target audience see first and outline what is most important and relevant to them. Avoid the temptation to use that first impression to deliver what you or the management team finds most interesting, unless you’re also the target audience.
Write active rather than passive sentences – Active sentences are more vigorous and put more life into the message. Here’s an example: “We deliver shipping services to clients nationally.” This is much punchier than saying “Shipping services are delivered by us to clients nationally.”
Avoid jargon – Try to avoid formal, overly corporate language. Where possible avoid using big words with several syllables. The business world is now very much a global market and English may not be your customer’s first language.
Make it about them – Use the words “you” and “your” much more than “I” and “we.” If you catch yourself saying “I” and “we” a lot, then you’re talking about yourself too much. Get back to being focused on your reader and their needs and concerns.
Be concise – If you can say something in 10 words don’t use 120 words instead. Cut out the fluff and keep your message concise. Remember, your potential customer is time-poor so you need to keep the message relevant.