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Business owners often describe
their unique selling proposition in abstract terms such as quality,
service, reliability and innovation. Trouble is, so does everyone
else. Terms like that mean different things to different people.
They create misunderstanding and hide your 'true' value.
I'll help you identify the relevant
areas
of your knowledge and skills and create clearly defined messages
that demonstrate tangible value to
your clients.
Your knowledge is based on your own experience. As no two people
have the same experience; genuine propositions arise naturally
without superimposing generic values.
Words and images are carefully crafted into memorable key messages
that deliver measurable responses - online
or in print.
Forget business to business copywriting
- it's person to person
You've invested considerable effort
in acquiring your knowledge and skills.
You might be the best in your field, so it's important your expertise
is not buried under generalisations and jargon.
Generic terms such as 'the masses' or 'general public' depersonalise
the people you're trying to connect with. You can't connect with
the masses, but you can connect with individuals. So whilst you
can't know every person you're addressing, you can speak to them
with
a human voice that is sincere and straightforward.
If you think of your audience in terms of targets and targeting,
then you won't reach them. You might shoot carefully profiled
messages with the all the features and benefits according to your
research. But if you can't connect with their hearts your messages
will bounce off them like the mailings you discard everyday to
the rubbish bin.
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