Always
assume your prospect knows nothing about you, your business, your products, your
services. Because invariably they don't. Even if they did, with everything else
cramming their brain, they need to be reminded and reassured you are who they
think you are. (That's why one of the world's most recognizable logos, Coca Cola,
is usually preceded by the word "Drink." There's always some yokel out
there who doesn't know what to do with it.)
Given
that, it's appalling how many ads, websites, email blasts, brochures, and sales
letters mistakingly assume the reader has prior knowledge and understanding of
what's being sold. So they start smack in the middle of things, or use bewildering
insider jargon, virtually assuring the loss of a majority of prospects at the
outset. A foolish waste of money.
Look. You're very
close to your work. Probably too close. That's why most self-written copy is overly
technical, presumptuous, confusing, and disconnected. Unseasoned and unimaginative
copywriters don't produce much better, because they merely parrot the information
you give them. (Been that route?)
An experienced copy
pro can come in, do a quick study of your business and category, gauge your prime
prospect's knowledge and sophistication level, then -- and this is most important
-- put himself objectively in your customer's shoes. Only then can he write the
kind of engaging, compelling copy that connects, motivates and sells.
Good
copy is one of the soundest business investments you can make. It will pay you
back many times over.
To find out what companies have
entrusted their copy — and their brands — to me... click
here.
And don't hesitate to contact me if you
need a quote.
