After launching our Marketing Agency in Miami, we noticed the importance that language has on generating leads with marketing. It should be pretty obvious that the right verbiage can define the difference between a simple page hit and a serious lead; the opportunity that well-written copy can present for your business is not something that should be taken lightly.
But what we’ve seen is that business owners often gloss over their content and just see it as filler.
Despite what people may think in regards to new digital tools and their ability to generate leads with marketing, words and language are even more prominent than ever. We present ourselves first and foremost not on how we dress but on how we dress our websites. Is your page aesthetically pleasing? Engaging? Yes, but is it well-written?
It’s almost shocking how many professionals and businesses today have not taken the time even to simply proofread the materials they put forth that represent who they are as a business.
IT’S ALL IN THE DETAILS
As businesses, we all go through the motions of creating documents and presentations that will help set us apart from our competition. We value our product and/or services and usually we can rely on that as a strong marketing platform. Good product begets more clientele.
That being said, we all know competitors with inferior products but are still able to generate leads with marketing. So we try and showcase the difference — creating content that sets us apart — and portray how our product is top-of-the-line.
But blandly stating that you offer quality services and products will get you nowhere. The average consumer, or audience member, reads hundreds of marketing pitches (be it websites, social media pitches, advertisements, marketing presentations, etc) a day, that makes thousands a week and millions a year. If you want to generate leads with your marketing, you have some stiff competition.
A simple restructuring of your word choice, putting forth more of your business’s personality, can garner more returns and generate more leads for your business than a full email-blast campaign of a 100,000 subscribers. Changing a simple sentence from, “We are the best IT service provider in town,” to “Here in town, we offer a unique blend of quality service with unparalleled IT and computer repair offerings,” can make a world of difference.
Now, to quote the great Liz Lemon–some things are just deal-breakers. If on a professional level, you don’t take the time to proofread your work and a potential customer reads a sentence that says, “When it comes to photography, their is no better studio in town to handle the special moments of your life,” what do you think is going to happen? Well, that potential client is now someone else’s actual client. Writing like that produces a stop-gap. It’s hard on the eyes and it’s even harder.
Let’s channel some more of Ms. Lemon:
- Professionals, if you misuse “their, there and they’re”–that’s a deal-breaker.
- Professionals, if you tweet that you are the best new “higher” for a company–that’s a deal-breaker. (ahem, it’s “hire”).
- Professionals, if you switch “it’s and its” and “where and wear” throughout a document–that’s a deal-breaker.
- Professionals, if you are trying to announce that you’re the best in your field and you misspell or misuse industry key terms–that’s a deal-breaker.
- Professionals, if you dumb down your copy to appeal to your potential clients–that’s a deal-breaker.
I could go on, but you get the gist.
GENERATING LEADS WITH MARKETING
A recession is what you make of it. So is your business. Why sit in a mire blaming the economy for your business’s slow year or lack of growth? There is still money to be made out there. Look at the Kardashians–they’re doing just fine.
If you could guarantee more leads, more follow-through business and a higher overall interest in your brand–would you consider the avenue that would get you there?
Yeah, we thought so too.