Marketing & Branding Views: Use the “Itch-and-Scratch” approach to write your marketing copy
THEME: Use the “Itch-and-Scratch” approach to write marketing copy
TIME: 2 minutes
LOCATION: Red Rock Canyon Open Space, Colorado Springs, Colorado
THE KEY VIEWPOINT: Use the time-tested and proven Itch-and-Scratch approach to write your marketing copy – especially website copy. And see what poison ivy looks like – remember, “leaves of three, let it be!”
CLICK HERE to read the transcript.
Wets versus West — a quick writing tip
This morning my artist husband Michael Baum asked me to proof his monthly email newsletter. A “typo” jumped out at me. He had titled a new painting:
“Clouds Building over the Wets”
Colorado’s Wet Mountains are often referred to as the Wets. However, many people don’t know this.
What’s more, “Wets” screams TYPO! It looks like it should be “West.” Nearly everyone who reads Mike’s newsletter would see this “obvious typo” and — here’s the issue — they would be distracted from his image, essentially, his main point.
Moral of the story: Mike could dig in his heels and insist that he is keeping the painting’s title as is, because it is accurate. Instead, he decided to change the title to “Clouds Building over the Wet Mountains” to avoid confusion, eliminate distraction, and keep his readers focused on what really counts.
Here’s a screen capture from Mike’s newsletter draft. Visit his website at MichaelBaum.com
How to improve your writing: My top 2 tips
I just got off the phone with a client; we are teaming on an exciting branding and website project. She truly is an expert in her business-consulting niche. Soon, she will be poised to step up as a thought leader.
We chatted about the importance of blogging, and how her regular blog posts will:
- Support her from a search-engine optimization (SEO) standpoint and help her get found by prospective clients
- Enable her to expound on her topic, educate clients and prospects, and reveal her passion, commitment, and personality
She asked: “How can I improve my writing?”
As a professional writer for 30+ years, I shared my favorite tips:
- Write a short blog post every day or every week. Gone are the days of writing long, daunting, full-length articles for your blog or guest blogs. Instead, write short blog posts (200-300 words). Focus on a key point that is useful or insightful for your readers. Stay on point, and make sure your point is clear.
- Take out your red pen! I firmly believe editing your writing is the best way to improve your writing. Print your draft, then use a red pen (or color of your choice) to edit your content. Read through your copy several times and edit for brevity, spelling, punctuation, grammar and, of course, clarity. Your goal? Copy that is crisp, clear, and compelling!
Speaking of keeping it short…
We have a rollicking thunder-and-lightning storm at my office. Time to turn off and unplug the computer. I hope there are no typos that will undermine my editing advice. :>
WIFM drives all your marketing activities, including branding your business
Tip: Read the following with an announcer’s voice:
Your clients are always tuned in to radio station WIFM: “What’s In it For Me?”
Over 3
decades ago, I received this timeless marketing advice — the single most important advice in my marketing career.
In marketing, WIFM is your touchstone. Do not lose sight of this.
When I presented my “Nail Your Brand!” workshop for NSA’s Colorado Speakers Academy a few weeks ago, we started the workshop by discussing, and underscoring, the importance of WIFM in all aspects of marketing your business.
Obviously, you use a WIFM approach in advertisements. Plus, it’s the approach to use for website copy, your speaker one-sheet or company brochure, and even your brand.
When clarifying your brand, it’s important to communicate who you are and what you do. And it’s critical to convey what THEY get — the benefits and results your clients, customers, and audience members receive.
No matter what type of marketing activity you’re working on, including clarifying the brand for your small business, keep this in mind: Your clients are always listening to radio station WIFM: “What’s In it For Me?”
Does your writing focus on your reader – or on you? Take this simple test!
Learn how to distinguish “WE-focused” writing (content that talks about your business) from “YOU-focused” writing (content that speaks to readers and addresses their needs). Take a simple test to see how your article or website page fares!
Watch out for WE-focused writing
A colleague asked for feedback on an article she wrote for a health organization. It was well written, the headline hummed the main theme, and, like a chorus, her theme resonated throughout. Applause!
But this article didn’t sing. In fact, it had a “we-zing” cold. The article focused on the organization, not the reader. In six paragraphs, the words we and ours appeared 18 times, while you and yours appeared only a few times.
I encouraged her to switch the focus to the reader. For example:
- WE-focused: As a Level II trauma center, we provide specialized care, and we can handle any emergency.
- YOU-focused: In an emergency, you can rely on the specialized care of our Level II trauma center.
Here’s another example, commonly found on the “About Us” page on a business website:
- WE-focused: We have provided reliable, award-winning products and services since 1999. Plus, we offer our customers 24×7 customer service.
- YOU-focused: Since 1999, customers like you have turned to us for reliable, award-winning products and services. Plus, if you need assistance, our 24×7 customer-service reps are always here for you.
Don’t rely on readers to connect the dots
Content that is WE-focused forces the reader to connect the dots: “Here’s what this business says it offers; now I need to determine if that meets my needs.” This may not seem too difficult, but guess what? Most readers don’t have time to connect the dots, which means they won’t immediately get your key message and may not act on your call-to-action.
Is your writing WE-focused or YOU-focused? Take this simple test to find out
- Print one of your articles or website pages.
- Circle the words we and ours in red, count them, and write down the number.
- Circle the words you and yours in blue, count them, and write down the number.
How did you do? Ideally, you’ll have twice as many you’s and yours as the words we and ours. If you had more we’s and ours, your message is “we-zing.” Here’s the remedy: Rework sentences to shift the focus to the reader.
When you put the focus on your readers, they’ll instantly grasp your benefits without needing to puzzle out “how does this relate to me?” Your writing will sing a clear, compelling tune about what your business offers and the results readers can get.
