Do you know why people aren’t buying from you? Here’s a simple approach to focus on the barriers and understand potential potential customers so you can communicate better. In the last post, I started to look at how we sometimes lose sight of the potential for winning new customers. Marketing people can forget that there…
There are significant differences between existing customers and those we are yet to reach. It’s all about their experience of us and our products – and this has a big effect on copywriting to reach new customers. Much emphasis is quite rightly placed on selling more to existing customers. All the number crunching supports the…
Sometimes you have a lot of information to get across in your marketing communications, but quite rightly want to avoid long copy that runs the risk of boring readers. The answer could be to ‘chunk’ your copy into lots of small sections, each of them easy to read for people in a hurry. If you are…
Often when you write content you have a choice to make: do you make it fairly generic so it appeals to everyone, or do you narrow it down to something more specific? If in doubt, my preference is usually to go down the specific route. Here’s why… It can be tempting to try to appeal to…