Aug 24 2010
Do your business messages
reach out and grab?
Do they win meaningless awards?
Or do they just lurk quietly in the
shadows, sucking their thumbs?
Time and again , the slick-talking, 3-piece-suit, hot-shot marketing and ad agency “experts” came swooping and swaggering down into small town America from big city America, and stuck it to star-struck, bedazzled small business owners who learned the hard way that all that’s written doesn’t sell!”
Do your business sales messages sell? Have you been blaming the economy, the competition, the weather and your spouse for lousy words that simply don’t cut it?
Do the words and images your business uses to sell your products and services reach out and grab your ideal prospects and turn them into loyal customers? Or do they stand timidly in the shadows of your business entrance, with their thumbs stuck in their mouths, muttering quietly to themselves about how great your company is?
If your words aren’t getting the job done, you have a copywriting catastrophe, and you are paying dearly for it!
If the words you are using to market, promote, publicize and advertise your business are not attracting attention, creating interest, stimulating desire, prompting action, and promoting satisfaction, you have a copywriting catastrophe. And you are paying dearly for it with more money, time, and effort than your business can afford.
First, you have to ask yourself if the person or entity who’s creating and producing your business messages has the right kind of skill, experience, and attitude to put you front and center on the competitive stage you most want to dominate — your neighborhood, your community, your state, region, industry, profession, nation, planet, or cyberspace.
Next, you need to outline or bulletpoint your goal issues. Be specific, flexible, realistic, and have a deadline.
Then go shopping. But battle-hardened advice would suggest that you avoid flashy Las Vegas-style or upscale “boutique” organizations that ooze out of high rent districts in favor of down-home, in-the-trenches wordsmiths with lots of business background (but not necessarily in your specific industry or business specialty), lots of diverse success stories, and a clear positive attitude.
You want a person or team that is more interested in making sales for you than in winning awards for her/him/themselves. You want a person or team that sees the long-term promise of a relationship with your business and is willing to put a meaningful chunk of fee compensation on a performance incentive basis. A bonus for demonstrated results puts a fire under most butts.
Great copywriting will do more than win sales. It can ignite innovative thinking and create revenue streams. It can reassure existing customers while bringing new ones to your door. It can motivate employees and suppliers alike. The right words can renew. revitalize and pump up entrepreneurial spirits. But, sorry, they can’t make your coffee for you. Cream and sugar?
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Thanks for visiting. Go for your goals! God Bless You.
“The price of freedom is eternal vigilance!” [Thomas Jefferson]