If your website isn’t giving you the results you expect, ever wonder if the problem might be that your message just isn’t getting through?

Ever Wonder If There Was Something You Could Do About it?

You want to build your business.  And, yes, you want to reach more customers. So perhaps your business started a blog.  Or maybe you’ve spent some money updating your website and distributing marketing materials. But guess what?  You haven’t seen the return on your investment that you expected.  What went wrong?

There’s no question: people in business, and their management teams, have great ideas.  But often, they lack the skill for putting those ideas on paper. They may ramble on for pages, quickly losing their reader’s interest.  Maybe they’re not targeting the right audience. Or perhaps they’re not connecting with customers on a personal level. In today’s fast-paced world of communicating via e-mail blasts, Web copy and marketing materials, writing skills are more important than ever before.

Effective written communications get to the point quickly and can turn more prospective clients into customers. Below are four rules for written communications that every one of your sales and marketing professionals should know.

1. Know your audience.

Always tailor your message depending on whether it is going to existing customers or prospective customers. If the majority of people with whom you do business are older, well-established professionals, you’ll want to highlight the product or services guarantee or features and benefits. If your customers are primarily Gen-Yers, you might want to emphasize the product or services by using a trendy image, highlighting quick results or pulling out easy-to-use features.

2. Think (and write) like your customer.

Recognize that not everyone thinks like you. Make sure your message is structured so your customers and prospective customers can easily find the information they’re looking for. Determine whether your customers want to know the features of your products or the price first. Where should testimonials be placed? Where should you place an infograph? These are questions you need to answer.

3. Save the best for last.

At some point, you’ll have to compose a message delivering bad news to a customer. You could be announcing a product feature change or a change in price. In this case, begin your message with the bad news, and end on a high note. The last thing they read is often what stays with them.

4. Keep it simple.

Believe it or not, the simpler the prose the more effective the communication. Avoid using fancy words and a formal tone. Write like you would speak, and that will help you communicate the message you want to deliver. Also, if you can relay your message in three short paragraphs instead of three long pages, it’s best to do so.

Sometimes people need help from companies like SPIA Inc. You can reach us at info@spiainc.com or by calling (978) 640-0803.