How many times have you sat thru a presentation or read an organisation’s advertising and sales literature where the content waxes lyrical about the various strengths of the product? It’s lighter, quicker, better and of course it maximises and optimizes as well as being more reliable, longer lasting and saving money. In tests brand X outperformed all other brands.
While all these claims may be perfectly true what do they actually mean? If you read that something will speed up your production process are you actually any wiser? Speed up the process compared to what? Reading descriptive text leaves the purchaser knowing nothing. Quite simply it gets boring and the reader switches off.
Let’s face it, there are only so many ways you can describe how much bigger, faster, lighter a product is and your customer has read them all.
You can be different – instead of pure narrative give the reader something tangible, give them facts and figures.
Your cutting machine outperformed the competition in accuracy by 0.002mm; under tests the brand X battery lasted 24 hours longer than other leading brands.
Remember you’re not competing for a literary prize you’re selling but that doesn’t mean you can’t be interesting. Despite its age the classic ad above for Rolls Royce created by David Ogilvy still stands as a great example of advertising copy. Why? Because it’s full of facts that sell the car, even the headline but it still makes great reading.
David (inspired by Jeffrey J Fox)
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.