As an “always on” culture, we can become quickly distracted by ads, sales pitches, vaguely written emails, and the constant influx of more and more. Marketers and tech professionals read and write promotional materials, how-tos, and documentation all the time. What will gain our respect and attention is clear, descriptive messaging that outlines specifics.
Below are some tips to help ensure your message is read:
Avoid buzzword bingo:
We get buzzwords – we use them all the time. But let’s try to stay out of bingo territory. Check out this Wikipedia definition:
“Buzzword bingo is generally played in situations where audience members feel that the speaker is relying too heavily on buzzwords or jargon rather than providing relevant details or clarity.” – Wikipedia
Marketing messaging that provides relevant details and clarity? Sounds great, doesn’t it?
Present de-jargonized copy:
Which of these is more useful as a reader?
Option 1: Increase your data velocity with scalable, machine-learning information solutions to fit your business.
Option 2: Clean up your CRM data safely and securely with our personalized data matching service.
Option 1 could be software, it could be a software add-on, it could be a personal data review, or it could be a robot that drives around bringing caffeinated beverages to your data team. Option 1 doesn’t even specify that it is a CRM service; it could be for anything.
Option 2 provides much more information and is the clear winner here. In one sentence, it indicates a service that could dedupe, clean up, append, and improve your company’s CRM safely and securely.
Don’t bury the lead:
Answer the question, “What’s in it for me” within 3 seconds. Tell your potential customers what your company actually does, solves, and does well. Share a quick anecdote about how you were able to solve a tricky problem uniquely. Provide relevant details, write in clear, precise language about what problems you solve, and you will certainly have our attention.
Offer us something of value:
Our time, attention, and email address are of great value to you. We understand that we will be on your mailing list if we give you our email, so offer us something good in return. Give us downloadable resources, whitepapers, small gifts, or a great story.
True story – a few years ago, I somehow ended up on a company’s email nurture mailing list. Every other Tuesday at around 10 a.m., I got a personalized text email offering me a treat for a 15-minute conversation. The fun part? The treats varied between a pint of Ben and Jerry’s ice cream or a box of Oreos. The treat offer got my attention. I forwarded the emails to a colleague or two and we talked about the email from that company. I have no idea how many other companies had me on their email list (lots) but the one that offered me ice cream? They got my attention.
