Get the message clear as a bell
Recently I passed a local cafe with a sign proclaiming 'BLT ... now with egg and cheese'! Now that's a burger with the lot, no pattie, isn't it? No wait a minute, it's an egg and bacon sandwich with salad. The one thing definitely isn't is a (very specifically named) B . L . T!
See how easily your copy can miss target, confuse your audience and dilute your message? When you aren't around to spruik your business, your communication needs to do it for you. So how to cut the attrition rate and minimise switch off, logout or bin the brochure? Simple ... clear, concise communication that captures the audience, gets to the point and sells the benefits (otherwise known as good copywriting).
5 proven steps to communication success
Brief
Whether you use an internal or external copywriter, a project brief is essential. Not only will this keep your communication on target, it will ensure consistency of your corporate message and a fit with any marketing plan. A brief is your opportunity to articulate the task required and ensure your copywriter is clear about the:
- product
- target audience
- main objective
- communication style
Research
The more you know, the better you'll go! Time and effort is well spent on defining and understanding:
- your audience demographic and their buying behaviour
- the communication purpose, where it might appear and fit with your marketing strategy
- key selling message and best timeframe for delivery
Review past and existing communication with your copywriter and talk about what has worked well before. Providing background and detail will help your writer to produce communication that achieves, and even exceeds your goals.
Draft
A good copywriter will deliver on brief content from the first draft. Even if you are happy with the copy:
- read it aloud - can you imagine overhearing this conversation on the bus?
- invite a prospective audience member to tell you what the copy communicates to them
- sleep on it - have another look in the morning, just to be sure
Test
It's smart thinking to test a number of headline or content variations. Different approaches or publications will attract varying response rates. Rotating your initiatives will quickly identify what works best in which situation. Big advertisers do just that and you can do it too.
Measure
Measurement is the most effective way to identify your best performers, hone your communication and spend a budget wisely. The good news is it's fast, easy and you can start today. From a simple 'how did you find us?' to coupons and codes or sophisticated website reporting, you'll soon be maximising website traffic, new enquiries and sales.
In summary
Aside from some obvious pitfalls (such as spelling or grammatical errors) a piece of communication will prove unsuccessful when it has not been written with the audience in mind. A clear brief, supported by background and research will return the time and resources invested plus interest. With the product, audience and purpose closely defined your writer can output well directed, straight-forward and consistent messages that will achieve results. Testing and measuring your marketing initiatives ensures a well managed campaign and best return on investment.
© Copyright Cluey Consulting 2008
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