Copywriting

There's no more powerful marketing tool than words. Technology hasn't changed that and never will. Clear, persuasive words will always be supreme in catching and holding the customer's interest.

Yet, in marketing, many businesses are defeated by their own words. Their copy turns customers away.

In many cases, it's clogged with technical jargon. The business thinks this is how to flaunt its expertise. But the customers aren't impressed. Instead, they feel patronised, baffled and wary of what they don't understand.

Death of the cliché

Often, too, the copy is stale with clichés. Customers are quick to recognise the tired thinking behind the tired language. They're "proactive" in rejecting copy containing that word. They're "innovative" in switching their attention elsewhere. They have a "24/7 commitment" to seeing through hollow sales talk. In these things, customers are "world-class".

And many businesses commit another elementary blunder. They write from their own standpoint and not the customers'. They promulgate their high opinion of themselves. But customers aren't interested in what a firm thinks about itself. They want to know only what it can do for them. That will decide whether they read on.

Identifying with the customer

MRM supplies customer-focused copy for any marketing project. First, the founder, Margo Rosenberg, analyses what's distinctive about the firm's products and services. She identifies the business issues. She refines the key marketing messages. Then she works with a professional copywriter to produce pared-down, jargon-free English that makes a firm connection between what the firm's offering and what the customer's looking for.

Whether the copy is for a website, brochure, newsletter, case study or any other communication, it will be perfectly attuned to the target reader.

Contacting MRM is the first step to words that mean business.

© Margo Rosenberg Marketing 2010. All Rights Reserved