Why you don’t want to confuse your customers.

“Good writing is the skill of expressing
compelling thoughts clearly.”
-Mark Ford

Dear Reader,

It should go without saying that when you do your marketing, you don’t want to confuse your potential customers.

But if you watch any commercials on TV or look through your local newspaper, you may find yourself asking, “OK, what was that all about?”

I know I do.

You see, when writing an ad, you have to ask yourself many questions about your audience. You want to make sure you know who you are writing to.

I mean, what message are you trying to convey?

Is it that your product is better than product B? Or that it will save you money? Or, it’s really easy to use?

Or could it be your product/service is in someway far and away something like they’ve never seen before?

It’s the words you use and how you use them that will determine the results you achieve. And whether or not you in business next week, next month or next year.

No big multimedia event can match the power of the written word.

You can try, but I wouldn’t advise it.

It surely can win some awards though. Or so I’ve heard. In the meantime, you’ll be standing in line at the unemployment office wondering what happened and why an award didn’t add up to sales.

More on this tomorrow.