Most small business marketing materials are really bad! They don't provide any real information and make no case for anyone to inquire further let alone buy your services. Are poor quality marketing materials limiting your opportunities? If yours don't provide enough information and make a compelling case for someone to take action, then the answer is yes. So many small business owners happily create poorly thought out, poorly designed, and poorly written marketing materials. They typically don't give enough information. And what they do offer is all about who you are and what you do. Nobody cares about that. They're trying to solve their own problems, issues, and challenges and want to know what you can do for them. It's such a common small business marketing mistake - simply copying what everyone else is doing. You fill up your marketing pieces with terse bullet points and next-to-worthless statements like "We're committed to ensuring the highest quality and building strong business relationships." It's marketing dribble and it simply doesn't work. Here's a common objection that I hear. "People don't want to read a lot of copy on a web site. I don't want to make them scroll. A few bullet points are better." It's a load of bull. But, I hear that from small business owners again and again. People don't think in bullet points. They think in complete thoughts. When someone comes to a web site, they are searching for information. If you're making them complete the thoughts or making them figure out why your emphasis on ensuring "the highest quality" is relevant to them, you'll lose most of your visitors. If you write conversationally and your material is relevant to your audience, they will read it. There's a difference between writing clearly and articulately versus simply keeping it short. Stop copying the poor marketing materials everyone else is using and create some materials that actually inform and educate your audience on what you can do for them. |
