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| Engage Your Customer ? Write About Benefits |
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Engage Your Customer ? Write About Benefits
course, there are plenty of other research techniques around. Do a bit of homework and find the methods which best suit your business requirements. But don?t get carried away by the possibilities. All the research data in the world is pointless if you?re not talking the language of your customer.
2) Speak to Your Sales Team
Sadly, not every business can afford to invest in market research. If your budget doesn?t stretch far enough, try talking to your sales people. They?re out in the field every day, talking to customers. And because their livelihood depends on their success in engaging customers, chances are they?ll be able to tell you what your customers want to know. (A word of warning, though? Be careful not to make lofty promises. Unlike your sales team, written collateral doesn?t generate a rapport with your customers. Customers won?t make as many allowances, so you can only stretch the truth so far in writing before your credibility suffers. What?s more, if you do push the boundaries, you?re more likely to be held to your word!)
3) Make it Easy for Your Customer to Get Buy-In
If you don?t have the budget for in-depth customer research, and you don?t have a sales team, a good tip is to imagine how your customer gets buy-in from their boss. Quite often, the decision maker is someone higher up the food chain than your direct audience. Your audience will probably be the key stakeholder ? they?ll be the user of your product, or the recipient of your service. But when they find an offering they like, there?s a good chance they?ll have to sell it to someone further up the line. If you can make this sale easier, you?ll have a foot in the door. Don?t just appeal to the sensibilities of the direct audience. You also need to ask yourself what they need to know to convince the decision maker. If the decision maker is a CFO, think Return on Investment (ROI) and Total Cost of Ownership (TCO). If the decision maker is a CIO or MIS, think performance, technological sustainability, availability, manageability, and ease of integration. If the decision maker is a CEO, think liability, risk management, and ROI. And only use jargon to prove you know your stuff. Remember? jargon will probably have the ultimate decision maker scratching their head, not reaching for their cheque book.
There are many many more ways to identify benefits. This is just a very superficial snapshot of some techniques you might like to try. At the very least they?ll get you thinking benefits.
In the end, the message is simple. Forget all the fancy talk about complicated revolutionary marketing principles. Forget new-age hard-sell advertising quick-fixes. Forget looking to so-called ?experts? for solutions. Just think benefits. And if you can accurately do that, the rest is just mechanics. Once you know what you want to write about, you just need to put pen to paper. And that?s a whole ?nother story!
Happy writing!
About the Author: * Glenn Murray is an advertising copywriter and search engine (SEO) copywriter and heads copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at mailto:glenn@divinewrite.com. Visit http://www.divinewrite.com for further details or more FREE articles. Source: www.isnare.com
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David Gabbitas |
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