Following on from last week’s blog (to read it click here), which was all about knowing your market and your competition and how this knowledge will help market your business with confidence and success, this week I want to look at who you are.
Being able to explain who you are and what your business does is essential to sell and market your business and its offerings. Once you have know your products/services inside out and have then defined who you are going to target, your next step is to be able to explain what your company does and why this is of benefit.
There are a number of ways that you can explain yourself, but once you can, you will be able to go along to networking events, take out adverts, send out email campaigns, write your own blog and so on.
So, how might you have to explain yourself?
You will need to be prepared to do this verbally, in writing and in person. At networking events, this copy or speech is known as an elevator pitch because you need to be able to explain yourself in a succinct and short term without fuss or delay.
Before you put pen to paper and write your sales copy, have your target audience in mind. B2C copy will need to focus on the benefits and imparting information. B2B copy will need to be more technical in content.
Here are some notes for effective sales copy:
- include features of the product
- include benefits of the product
- include the so what factor
- be succinct but not vague
- be clear
- do not include lots of jargon
- run it by others before presenting it
Good luck and have a good week ….