Let’s say that you have a website, trifold brochure, and some exhibit hall materials that have not been reviewed in several years, or that you are starting a new line of business and beginning to look at marketing opportunities. Taking the first step can be daunting, but it need not be.
We favor what we term the “least common denominator” (LCD) approach. That is, we try to boil your service or business down to a list of potential marketing messages. The idea is that these messages can be grouped into several categories, consistently across businesses:
- Confidence and trust
- Statement of the problem
- How we fix problems
- Guarantees of effectiveness
- Affordability or value
These are the LCDs. Whether companies know it or not, they all write their marketing content around these LCDs. And you can, too.
For example, first let’s assume you have a credit service. Here are 3 basic marketing messages that get to the core of the business:
- Trust in Us to Analyze Your Credit History
- We’re Fully Trained in All Credit-Reporting Laws, Statutes, and Practices
- Credit Repair Can Remove Damaging Inaccurate, Obsolete, and Unverifiable Items
Second, let’s consider a cleaning service:
- We’re meticulously detailed and will leave your office spotless
- We make floors glisten and set a professional workplace standard
- Dirty air ducts may worsen allergy and asthma symptoms
These don’t have to be perfectly formed, but they should be descriptive. Under most circumstances, you can come up with at least 12 marketing messages that are distinct and that apply to the individual LCDs.
These messages will form the backbone of pretty much everything you do marketing-wise over the next couple of years. You may be able to take each statement and create an Email blast based on it. Your new website copy will reflect each of these ideas. New sell sheets or exhibit hall handouts? They will be based on 3 or more of these messages. And you will repeat them again and again, in commercials, in educational pieces, podcasts, etc. That is why this approach is so cost effective. That is why it is so important to get them right, and write them well.
Let’s start a conversation about the simplest way to create new marketing copy. Click here to contact me directly. In 10 minutes, you can be on your way to a fresh approach to creating interest around your business!
Stanton Mehr is President of Revisions Communications & Editorial Services, an organization that is focused on providing top-notch writing, editing, and communication services for your business.