MARKET without Millions
Beyond the Ceiling Service
A correct business message causes direct business results. But how do you get that “correct business message?”
Trying to get people to buy your product without a crystal clear message is like watering your garden with a hose that is not turned on. You will stand there a long time with increasing frustration waiting for results to sprout up.
Unfortunately, most stuff that is called “marketing” isn’t. It’s brochure-ware. And people already know where brochures belong – the same place I imagine you file them: that freestanding cylinder next to your desk. You can’t throw online content in the bin – but you do make a decision to disengage with it pretty fast – using some ruthless measurements about its
- trustworthiness
- relevance
- interest
If it doesn’t hit the bulls-eye on all three, then no amount of nice colour graphics are going to distract your audience from the stark reality that your message is pretty but without substance. In other words, it’s not a message that will lead you into deep, loyal business relationships.
You may have noticed that the “copy” (stuff that is written) on this website is a bit different.
It’s not our place to comment on what we write, but we can tell you what others have said. “Relevant”, “not salesy”, “more like a conversation than a pitch”, “actually makes me want to read it”, “I referred others to it” have been the most common responses.
You’ve probably also noticed that the moment you read something with industry-jargon in it, or anything that
sounds like marketing – you disengage internally – and you seldom ever re-engage. Of course you probably won’t say anything to the people who brought you that message – because you were taught by your parents to be polite. But you’ll think it.
You may be thinking “that’s true – but in a formal business environment – don’t I have to write a certain way?”
Categorically yes – but 99% write in a way that is “broken”. But don’t take my word for it: think of the last time you were engaged by either
- some website copy
- a powerpoint presentation
- any message about a company
- a product information sheet
- a case study
- the content of a proposal
- the script of a presenter, or even your CEO
Did you think of any?
This has happened because we live in this professional environment where everyone is copying everyone. The problem is, almost everything is broken. It’s like the boy who grew up in the chicken coop. He too ended up communicating like a chicken. If you want messaging that is more effective than marketing squawks – then you need to leave the chicken coop. Immediately.
You may be thinking that your copy needs a different “tone” to what you are reading here. That’s part of what we make sure you get. Everything that anyone reads about you, your company and your product must be authentic. Also, your message must use metaphors, stories and language that create intrigue and fascination, and engages each of the four different communication styles that your market has.
If you are happy with the results that are coming from your current marketing and messaging, then you don’t need to take any action. But if you want to provide powerful differentiation for your offerings and don’t have a budget to pay a global advertising corporation to do it for you – why not start a conversation with us?
The first meeting doesn’t cost you anything. So the worst that’ll happen will be you get some new ideas you can “take to the bank”, for free.
