Entries from February 2010 ↓

Everyday we are bombarded by an endless stream of marketing messages. They are on the radio, TV even our cereal boxes so it’s little wonder that more and more of us are becoming increasingly cynical about marketing.

People can spot hype a mile away and they don’t like it. If they think they’re being sold they’ll do their upmost to make sure they don’t buy.

Getting your sales message under their radar

Today, more than ever, copywriters and marketers are having to be more subtle about how they pitch to their audience.

It’s no longer the case that you can blast out an advert or sales letter and people will hand over their credit cards. Money’s tight, people are becoming more canny so you have to get clever.

6 ways you can market below radar

1. Statistics – convert your marketing pitch into numbers. This will disguise it from those who think they can spot “sales speak” a mile off. Try something like “95% of dog owners reported a marked improvement in behaviour after following SITS training video”.
2. Make the most of your pictures – pictures always add to your copy so make the most of them. If you add a picture you can be sure your reader will look for the caption, so make sure you give it to them. Rather than something lame like “Puddles hand cream 30ml” try something like “Puddles hand cream – used daily gives youthful, glowing skin”. Because the caption is describing the picture they assume it is the TRUTH.
3. Testimonials – these work really well if they are attributed to someone your reader might have hear of. Then you get the “well if it’s good enough for them, it’s good enough for me” response.
4. Case Studies – in a similar way to testimonials, case studies help add the ‘human’ sales angle. And people to love to hear real life stories.
5. Frequently Asked Questions – whether you are a fan of these pages or not, they give the ideal opportunity to add more reasons why people should buy. For example if there is a question such as “What if SITS training course doesn’t work on my dog?” The answer would be “Not a problem as you are covered by our full money back guarantee.”
6. Flattery will get you everywhere – cuddle up to your reader as you write to them. Make them feel special – share a secret with them – “Some people haven’t yet discovered SITS training plan. But as you and I know it’s worth the investment because a well trained dog is a happy dog.”

You product is amazing, you know that but you’ve got to get your reader to understand that too. But thanks to the many hyped up marketing messages around, your audience is growing increasingly sceptical.

By using these techniques you’ll slip under their “hype radar” so you can make your point and convince them you’re product is for them.

Sally Ormond – freelance copywriter

Normally, when I talk to you about copywriting I hark on about how important it is to write about the benefits of the product you are trying to sell.

That’s because benefits are the vital element to make your reader understand that you product is for them and so are a copywriter’s best friend.

However with the Case Study you have the prime opportunity to bring your benefits to life by dramatising them.

It’s not an easy road

Writing case studies isn’t easy, but the time and effort you spend honing them will be well worth it.

Testimonials are great, but case studies will carry more weight.

Why?

Because they are perceived as being truthful; you are telling your reader a story. Your case study will have a hero (your customer), a predicament (the problem they face), a narrative (what you did and why) and finally a happy ending.

So how can you be sure you write a compelling, interesting and relevant case study?

7 tips to creating a winning case study

Don’t make the mistake of thinking that writing a case study is simple. It isn’t. There are a lot of bad ones out there so I’ve put together a few tips for you to help you create a winner.

1. Tell it from your customer’s perspective otherwise it will just come across as a piece of hype. Readers will be able to relate to your customer, after all they may well be facing the same problems. Let’s face it they probably are – if they weren’t why would they be reading your case study?
2. Use real people in your photos if you can. Not everyone will be willing to do that but it adds weight to your case study if you can.
3. Include as many facts and figures as you can. And give specific examples of what you did to solve their problem. Wishy-washy information will get you absolutely nowhere.
4. People love pictures so use shots of your customers premises, machinery or whatever is relevant to your case study. This will add a sense of realism that you can’t achieve by using stock images.
5. Let your client speak directly. Include plenty of relevant quotes and make sure you attribute them to the right person (including their full name and position). This is a great opportunity to present a new voice to your case study – try and use their language to add authenticity.
6. Give it a good structure – a brief introduction to your customer, what their problem was, how you solved it, what the outcome was and future implications for them/their business.
7. Make sure it is clear how they benefited from your product/service/expertise. This is crucial. If you tell your reader how your customer benefited they will associate that with how THEY will also benefit.

Now for things you don’t want in your case study

As I’ve already mentioned, your case study is your opportunity to prove to your readers that you can do something amazing.

If you want to sell something to a specific audience, you’ve got to prove to them they need it and that you’re good – very good.

Below are list of 4 elements you don’t want in your case study:

1. A beginning that talks at length about your customer’s business. If you want to add information about their company, turnover or premises etc., put it in boxes at the side of your case study.
2. Challenge and solution but without the results. Proof is the name of the game and without results you have proved absolutely nothing.
3. No quotes. Your customer’s voice is essential. They need to speak to your reader and tell them precisely what you did for them and the results they have seen as a result.
4. Dull narrative. Long words, complex sentences, excessive jargon, and an awkward flow create a boring case study. If no one wants to read it how can you prove yourself to them?

More and more people out there are taking an increasingly cynical view of “marketing speak”. Unsubstantiated claims are boring and damaging to your business.

People love to read about other people and their experiences and case studies provide the perfect vehicle for a friendly and non-salesy look at your business. Of course they are also superb vessels for a bit of stealth marketing – but hey! You’re proving what you do works, there’s no hard sell.

Sally Ormond – freelance copywriter