In the years I have been doing marketing, I have seen very expert people in their fields completely fail when they try to put their own ad together. Something about putting thoughts onto paper puts a glitch in their memory – they try to put everything in the ad, and nothing is clear, or they try to handle every situation.
The most effective way I have found to get what the message should be is to listen in on the business owner selling a potential client and write down the things they say. Nobody sells better than the owner. There is something about taking a pencil to write it down that takes the sales ability away from the business owner- they get all wrapped up in the details instead of saying the important things and letting well enough alone. Unless their business is design, then it’s not something that they’re likely to do well.
So, do yourself a favor and record yourself, or listen into your client’s pitch, when you or they are selling to a real person. The things you say, usually the first three points, are the things that should be your message. Short, sweet and to the point.
Market well – Richard
