If you seek

sales fireworks,

check your sparklers!

     Business owners constantly want more sales results than they’re typically ready to put their shoulders to the wheel for, in terms of the marketing words (their “sparklers”) that they’re using.

     The average response to meeting the need for coming up with the right sets of words to represent business products, services, and ideas is a lazy one. Either wing it, delegate it, or hire some fancy high-priced group of self-proclaimed experts.

     None of these work.

     When you wing it, it’s like not fastening the screws that hold your product parts together, or not providing the terms of the services you offer.

     You are not in business doing what you’re doing to be a great marketing writer any more than you’re in business to be a great lawyer or accountant (unless of course your business is a law or accounting practice!).

     So why waste time and energy (and ultimately money) trying to be something you’re not, when you have the option to be driving your business to a successful destination?

     Okay, so you won’t wing it; you’ll hand it off to that assistant instead . . . someone who’s always writing some book, or poetry, or funny Facebook posts. When you delegate the task, regardless of what you think might be signs of talent rising up from someone on your staff, you should expect to get the inadequate results you get.

     I can assure you after seeing hundreds of these dynamics, what you get back will simply not be professional enough a representation of your business strengths put into the customer benefits language needed to succeed at producing the sales results you seek. What you get, in fact, could very well end up undermining your other sales-building efforts.

     When you hire a fancy group — advertising or marketing or PR agency — you are probably playing about 85% odds that the group you hire will be very skilled at not letting you know that they are more preoccupied with winning themselves some type of marketing, advertising or PR award than they are with helping you make sales.

     When “getting sales” is what’s important, being “pretty” and having the best designs don’t always count for much.

     Odds are also that they will be fantastically talented at not letting on that they don’t really know how to help you make sales. Ask them if they’re willing to work on a expenses plus performance incentive basis. That question usually separates reality from fantasy.

     If the words you’re using don’t sparkle enough to spark action, find a wordsmith. Do some homework and scout around for an experienced individual who has a proven track-record in writing words that get sales results for clients.     

     You need fireworks? Start with someone who knows how to spark sales with sparkler words . . . words that attract attention, words that create interest, words that stimulate desire, words that bring about action, words that prompt satisfaction.

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

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