I work with a lot of entrepreneurs who feel like they’re just repeatedly hitting brick wall and getting no where. They’re blogging, spending money on ads, spent a million hours on their website and still they’re not getting the response they need to have a business that supports them.
While there are a LOT of causes, it often comes down to how they approach getting the word out about their business/product/service.
When you write an ad, you’re probably thinking about how much it’s costing you and how you just need to get seen and how on earth can you fit everything you need them to know in a teeny tiny ad or on a business card?
Want to know a secret that marketers know?
You’re not going to get ALL the information someone needs to buy from you into a single ad, seen once. That’s a unicorn. I know that you run a lean business and you don’t have thousands of dollars to throw around at advertising but by trying to squish everything into a single piece,
you’re wasting your hard earned money.
When you cram as much information as you can into a piece, it loses its effectiveness. It blends into the sea of sameness and will go unread, ignored.
You’ve got better things to do with your money.
I want to pose this question:
What is the ONE action you want people to take AFTER they read the piece you’re working on?
I’m talking literal next step as in exactly what you want them to do. What is the actual action you want them to engage in? Going to your website, calling you, emailing you, signing up for a mailing list, etc. You get the idea.
In case you missed it, go read this article on copy by copyhackers
Everything is very strategic and intentional, and everything included has to have a purpose.
It’s like packing for a long trip when you only have a weekend bag. Everything that goes in has to have a purpose because you don’t have any room to spare. Same sort of concept here. 🙂
Where you get to share more information is in every piece you produce and of course, your awesome website!
If the content on your website is lacking, you’ll want to keep in mind what people need to know (and how much they need to know) in order to be comfortable signing up and have a positive experience. It’s an artful balance between too little and too much. Experiment, change your copy, how much copy you have, and see what works. Just make sure not change it too frequently. Six months or so should be enough to help you see what worked better.