Effective wording

I have just posted this on a blog and elsewhere and thought it may be of use to someone here too, hope it helps:

This is for:
• Presentations
• Speeches
• Literature
• Adverts
• Web Sites
• Staff and anything else you can think of!

I was taught this a little differently than I am going to be able to do for you here, but I shall try my best to explain it by the written word.

Q. What is the most listened to radio station in the world?

A. W.I.I.F.M

This is not a cheesey American station, it is an acronym for 'What's In It For Me'
However well you know a customer, whether a new client or a best friend, they want to know what benefit your services will be for them, they do not want to here about what you do, and how you do it, they are only interested in what they will get out of it.

Including key words in your copy is essential, for example:

• We build excellent websites. X
• We make stunning Graphics. X
• We have lots of customers. X

When you should be putting:

• We can improve your website for your clients. √
• Our graphics can help you gain more clients. √
• We want you to have more customers. √

OK, these are only examples, but I am sure you can see the point I am making here, it may seem obvious to some people, but this is here to help those people who have not spent years in Sales & Marketing, who need help to get more clients, or just need a little tip to put them in the right direction.

When writing or speaking to clients, whether it is content for a web site or an email campaign, or speaking with a client personally, remember the blah. blah . blah that Homer Simpson hears when Marge is speaking to him, this is what your clients are doing if you are not transmitting the right signal.


I really hope this helps some people, I know once I had learnt and started using this, that I gained so much more, but more importantly so did my customers, as it also has a great hidden lesson that you will not see on the surface, it teaches you to give more, and lose any selfishness you may have.

Share your sweets, help people out.

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Web Design Portfolio | Social Media beats SEO

WKD post Kip
I am in the process of digesting as much info as I can about copy writing.

I did not realise the impact of your written word until you start researching different methods.

I was on a site that offers proffesional copy writing services and they had 2 pages with no description at the top. They both described the same service.
at the end you got asked 2\3 question about how you felt about what you had read.
Page 1
I felt nothing very boring and did no grab my attention.
Page 2
completely different story I felt emotive about what they had to offer and really wanted to know more.

then came the sucker punch.
Page 3
they showed you the differences and there were about half a dozen words changed it blew me away.

This site made my mind up that I am going to employ a proffesional to write the copy for WobblyJobs.Com

I will try and find the link.

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JobsVitae.co.uk - CV Builder - Jobs Blog

I tend to steer away from them, but i have years of sales and sales training behind me, it is just a case of getting it on paper.

Here is something i have taught every single member of staff I have managed or any teams I have run:

Use Superlatives All The Time.

A superlative is an emotive/positive word, such as Brilliant, Excellent, Superb etc.

The example I always used was this:

If somebody asks you how your weekend was, and you answer it was "OK, had a good time with the kids this weekend" they will move on to another subject or get back to their work.

If you answered "It was awesome, the kids and I had a fabulous time" They will want to know what you did!

And that my friend, is all you need to get onto paper!

I have some good offers on my website at the moment, with prices etc.

My latest offers will blow your socks off, amazing prices and stunning designs for your web-site or business.

Which would you view?

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Web Design Portfolio | Social Media beats SEO

Dude
I am crap at writing copy I can just about string a sentence together on here let alone write an emotive piece of copy for the site.

and dont forget I am truly miserable to boot >:O)

but as you point out that last sentence on your post makes me intersted in what you have got to offer.

__________________
JobsVitae.co.uk - CV Builder - Jobs Blog

Some superb advice from Kip (see used a superlative!)

Having a techie background, marketing didn't really come easily (so married a Marketing Manager!). But one of the biggest things I've learnt is you need to analyze your copy.

Some great examples of yours:

• We can improve your website for your clients. √
• Our graphics can help you gain more clients. √
• We want you to have more customers. √

But if your not sure or think you don't have the ability to write good copy, then get a decent copy writer in! They will earn their keep 10 fold in conversions and customers.

You can use similar tatics in face to face networking. Everyone charges off to tell you how fantastic they are and give you a history of their business blah blah. No one really cares.

Just simply listen, show interest, then if you think you can add value, tell them, not a full on sales pitch, but a conversation weighted around them and their business and how you are going to help them.

__________________
cheers
Steve

Online Marketing | Free USA Business Directory | My Local Blog | Jobs Vitae

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LOL fantastic advice Steve
I am learning to see the signs of when i am getting lock jaw due to bleeting about my own business lol

its all a learnign curve.

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JobsVitae.co.uk - CV Builder - Jobs Blog

The up and down of it, is to give, give, give!

Noboady likes someone that takes, takes, takes, its all about what you are offering for them, not for your own gain!

__________________
Web Design Portfolio | Social Media beats SEO

Excellent advice kip,

been in sales for many years and one thing always stood out in every sales training i was involved in and that was

Don't sell features, SELL BENEFITS.

bottom line, prospective clients don't want to know what it does so much as what it will do for THEM.

If you can get this style of selling into written word format your on to a winner

If one phrase sums it all up - its that one

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The original Homer!!