Monday, November 26, 2007

Getting to the Point

Since I am occasionally chided for being too wordy in my NYUM Tips, I’m trying to be more mindful of that particular proclivity. (Though obviously not enough, you see, to resist alliterative turns of phrase.)

Welcome to a hopefully not too verbose edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

But the point to be brief and concise is, generally, well advised.

As marketing guru Robert Middleton points out:

“Since all marketing is about communication, the faster you can get your message across, the better results you'll typically get...

”Some places you can use the short message technique:

”1. On the home page of your web site. People want to be able to glance at this one page, read a few words and know what you're about. You need to go beyond a few bullet points, but you don't need several long paragraphs outlining every single thing your business offers.

”2. In an email that points to more detailed information on a web page. In tests I've done, a message that was only 84 words got 50% more click-throughs than a message that was 284 words.

”3. In an Audio Logo. A concise statement in ten words or less saying who you work with and the problems you address will almost always generate more interest than a long-winded description of what you do, who you do it for and how you're different.

”4. In a phone message left on voice mail. Saying your name, company name and your phone number will generally get more return calls that a big recorded sales spiel that often convinces your prospect that they definitely don't need your services.

”5. In an answer to the question: ‘Tell me more about your services,’ it's better to tell a little and then ask a question than it is to give an itemized list of every service you offer.”

…And so I think I’ll end it right here, before I’m accused of doing what I said I wasn’t going to do.

Joel Kweskin

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