Here’s your first 5-minute marketing tactic
Hey, It's time for some 5-minute marketing tactics proven to land up to 18% more projects and 32% higher project fees.
So that's what I'm doing :)
Even though each tactic is quick to implement, if you're anything like me you probably only have time for one per day before information overload sets in. So today I'm just going to tell you about a single tactic -- and I'll send you more in the next few days, ok?
So the first tactic is: Don't waste time -- get straight to the point!
You might think this sounds obvious...but if it is...why do so many people fluff about with "filler copy" instead of driving straight to the heart of what needs to be said?
Whether it's on a webpage, a brochure, a proposal...even in real life...people seldom start by talking about what their clients are interested in.
They usually start by talking about themselves.
Chances are, you're making the same mistake, and possibly in many places. You probably have boilerplate copy all over the place that either talk about you (with lots of vague, puffy, impressive-sounding words that honestly don't mean anything exactly)...or otherwise about how important it is to solve the problem your client is facing.
Trouble is, your client isn't that interested in you -- EXCEPT for finding out how you can solve THEIR problem. And while talking about their problem is good, you really don't need to tell them why they have to solve it. They already know that!
What you have to tell them is why they should choose YOU to solve it for them.
This is why our research indicates that the most successful proposals, for example, are 50-80% custom content (there's very little filler copied & pasted from previous proposals).
I'll talk a bit more about exactly how you can create this fresh content tomorrow, but for now, let's get started with some simple dos and don'ts. These will get you on track to refine your message later...
DON'T waffle on about yourself -- especially not with terms like "leading provider" and "world-class solutions".
DON'T use any text which you could copy and paste onto a competitor's marketing material without anyone noticing.
DON'T take up lots of space with what you're saying. I know this is hard to resist because you feel like clients look down on short marketing materials -- but believe me, quality is WAAAAY better than quantity. Most clients just do not have the time to read half of what you're likely to write, and will actually *appreciate* you not making them wade through pages and pages of verbiage that doesn't really tell them anything they want to know. For example, our research into proposal length shows that proposals less than 5 pages long are 31% more likely to succeed.
DO get straight to the point by showing that you understand the exact nature of your client's problem.
DO show that you have a clear plan for solving that problem. (More on this tomorrow.)
DO use as few words as possible (especially avoid words you think sound "impressive" -- they actually make your text really hard to understand).