“We know that enhanced customer engagement drives improved retention, growth, and efficiency. But how do you attribute marketing-driven manifestations of the customer experience back to business goals?”*
I have no idea what this means.
I hate business-speak, where writers try to sound professional and strategic by mouthing words and phrases that have no actual meaning but sound ‘inteligent’. Yet, I get marketed to constantly with language that does not resemble the way business people actually speak. It might as well be another language, an arcane and yet, empty one. Look at the empty content in the sentences above:
No matter how many copywriting experts say it, writers still fall into this poor writing trap. You should never write copy that forces the reader to try and solve a meaning puzzle. If they take your bait yet cannot figure out your intent, you have not only lost the battle, you have lost the war for their precious attention. And, to be blunt, it is because you are being lazy.
The basics: active voice, eliminate unnecessary adjectives and adverbs, keep the meaning clear as a bell
The example above was from an email pitch for a webinar and it was their opening copy. I honestly get about ten of these daily and they get ignored because they don’t offer me something of value. Think about what the writer is selling. He wants me to commit to 45 minutes of my time listening to more of this baloney. Sounds like fun doesn’t it?
There are tons of articles about writing the pervasive elevator pitch, that magical sentence or two that not only conveys what you do, but compels the listener to want to know more. This is the essence of good marketing copy. You don’t beat around the bush or use waffle words like ‘likely’. You make your point directly. That is active voice. Active voice asks that you don’t use adjectives that you might think make something sound attractive but really just sound like hype. You state your business directly and then tell the reader or listener what is in it for them, the direct and primary benefit.
You have to know the primary problem you are solving
If you can’t do this, you either don’t have a compelling story or you haven’t figured out why anyone would be interested in your product or service. That’s a big problem, really the big problem. It right back to your original motivation for starting a business or developing a product. Presumably, you did it because you identified a problem that was common enough to support a business and then you built a solution. If this wasn’t your motivation, I’m not sure why you’re doing what you do.
If you know exactly what problem you are solving (and you should), then your copy writes itself. The formula is a natural progression:
“We know that you face (XXX challenge) every day. We’ve tackled that problem and developed a solution that (XXX customer benefit). Do you want to know more?”
If I have that problem, even if I had not identified it as such, then you have my attention. But you better have a real solution that makes sense. This simple marketing challenge goes to the core of your business. If you can’t create this simple and compelling story, you probably don’t have a viable business.
*This came from an influencer marketing business. I went through their entire site looking for something that told me how their solution worked and what the primary benefit for me would be. I got virtually nothing other than a vague, unsubstantiated promise of increased business by using their secret sauce. That’s not doing it for me.