Many SME’s will invest a significant amount to ensure that the design of their marketing collateral looks professional, but how many, I wonder, happily pay the same sort of money for the right content? After all, you know your company, you know what it can do, how it works and its experience in providing a particular product or service.
For this reason, many senior managers will take on the responsibility for writing the copy that relates to their department. This is fine except that more often than not that is just what is written -
‘we can do this’
‘we are proud of our’
‘we can help by’
‘I have experience in’
Your copy, whether in letters, direct mail, brochures, web site or company profile, should be written with the reader in mind, that way you will focus on their needs.
As an experiment go through all the different pieces of marketing material you use and in one colour mark each we, us, I, me, our, my etc. and in another colour mark each you, your’s, your. Then count up each colour. You should end up with a ratio of around 5 you to every 1 we. If your ratio is the other way around your copy is focussing more on what you want to say rather than what the reader may want to read. Changing this emphasis will make a big difference.
For a free review of your present marketing collateral, get in touch
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.