Here are the best ways to improve your marketing communications to easily influence the buying decision of your potential clients:
1. Know your audience. Before you even think about writing your marketing communications, I recommend that you get to know the people to whom you are writing these for. You need to know their problems or their struggles in their lives, their language, the elements that can push their emotional buttons, their buying power, and the things that can influence their buying decisions. Knowing all these information can empower you to create ads and other communications that are focused to your target market.
2. Improve your vocabulary. Get to know the words that can make your marketing communications sound extremely powerful and know how to use them properly. “Weak words” or those that cannot bring huge impact will not be able to help you capture the attention of your prospects. Read as many ads as possible (those that have high conversion rate) and determine the words that they contain.
3. Communicate the benefits. There is only one thing that buyers would like to know when they are about to make a purchase and that is “what’s in it for me?” Make sure that you answer this question on your marketing communications. Tell your prospects ahead of time the benefits that they can enjoy and the selling points of your products and services.
4. They must sound upbeat and enthusiastic. The last thing you would like to do is to make your ads sound boring. Avoid that from happening by simply using words that communicate excitement or enthusiasm. You can use exclamation points but do not overdo it if you don’t want your ads to sound like they are shouting.
5. Make them scannable. Most buyers these days have limited attention span due to their demanding lifestyle. If you want them to read your marketing communications in their entirety, you need to make these easy on the eyes and scannable. Use bullet list when writing down the benefits of your products and use subheadings whenever appropriate. This can help your readers find the information they are looking for and just skip those ones that are of little interest to them.
6. Less is more. By this, I simply mean keep your communications short as much as possible. Just say what you mean and mean what you say. You don’t need to use fillers, big words, and lengthy introductions as these can just annoy your prospects.