Great marketing copy is good for business

Is it a trait of small business owners or something to do with British reserve? Recently I seem to have come across many examples of businesses simply selling themselves short.

Of course, I still see countless examples of overblown marketing copy hyping the next must-have product which sends me reaching for the delete key. Equally though, there are plenty of great businesses, brilliant products and wonderful services that could benefit from a few well placed superlatives in their web copy or adverts.

 I was recently asked to write an advertorial piece for a client who was, if I say so myself, delighted with the outcome. I know this particular client, and their products, very well and so had no difficulty in articulating how good they are. The client in question felt uncomfortable  ‘blowing their own trumpet’ but was quite happy for me to do it for them.

So why is it so hard to get the balance right? Try putting yourself in your customers shoes and think about what they would say about your product or service. Better still, get you customers to do the job for you. Genuine customers testimonials ( and yes, we can all see through them when they aren’t genuine) are worth their weight in gold. Don’t worry if they don’t say exactly what you would have said, this makes them all the more compelling, and they are likely to be written in the language that your prospective customers will understand.

So go on, ask a few customers what they think of your product or service and have a go at injecting some life into your marketing copy.

2 responses to “Great marketing copy is good for business

  1. What a great post and a great idea to use testimonials. I find it hard to sell myself as I worry I may come across big headed or even worse, pushy. I would however, be happy to use other peoples words. Funnily enough I have been asked to write a testimonial today for the computer company that helps me with IT support. I was delighted to oblige as I am really pleased with the service. They want a photo of me too eeekkkkkkkk!

  2. Thank you. Great idea to include a photograph of the person writing the testimonial, it makes it all the more real and plausible. It may also help to add a job title, industry sector or location; or whatever feature your target clients will associate with.

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