Your Marketing Message. A Turn On... Or Off?

Posted March 14th, 2010

Even the best writing doesn't always drive consumer responses. In other words, it takes more than an ability to write intriguing and meaningful marketing copy that delivers the results small-business owners need.

Just as there are steps you can follow to ensure you write effective copy, there are reasons why your copy won’t be motivating. They are:

Obvious Arrogance. If your copy is mostly about you, then it won't connect with consumers. Instead, make sure your copy focuses on the target audience. Your role is simple, help the audience in some way. The audience--their needs and their wants--should drive your copy.

Push, Push, Push. Heavy-handed copy that uses hard sales language is a thing of the past and your audience is likely to see right through hard sales tactics. Consider your audience, your product and your goals before you resort to the hard sell.

You're Rambling. Cut to the chase. Consumers are busy. They're bombarded by messages all day, and you don't want your messages to get lost. Nor do you want your audience to lose. Speak clearly with as few words as needed.

Yawning Verbage. Make your copy motivating and action-oriented. Don't be passive. Instead, actively engage your audience with timely and urgent messages.

You're not saying what people want to hear. Research your customers and learn what they want to hear from you. Don't just tell them; show them that you understand and you truly can deliver what they want and need. And do it before, not after you write your messages.

Wrong place, wrong time. If your target audience won’t see it, find a different medium. Realize that your customers all move to their own schedule. Understand the when and why of their buying cycles and speak to them as appropriate.

Tunnel vision. It's not enough to spread your messages in one medium. Successful businesses must have integrated marketing plans that involve various media--both online and offline--working together seamlessly to create cohesive and consistent messaging.

Review your copy and make sure you aren't making any of the steps listed above. Making even one of these mistakes is an easy way to tank your copy and drive down the ROI on your marketing investment.

Learn more from the best selling book Kick Ass Copywriting in 10 Easy Steps published by Entrepreneur Press.