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 use.
The average response to meeting the need for coming up with the right sets of marketing words to represent business products, services, and ideas is a lazy one. Most small business owners, it seems, either wing it to save money, delegate it because they’re afraid of it or want to “give someone a chance”
. . . OR they hire some fancy high-priced group of self-proclaimed experts to get it done.
What works? None of the above.
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. It’s a great deal more than that because you’re dealing with peoples’ brains and that delicate experienced edge of psychological savvy mixed into the creative pot is what makes the difference.
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 you’re a lawyer or accountant!).
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 by applying your full resources to operations, finances and sales? Okay, so promise you won’t wing it, okay.
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When you delegate it
. . . you’ll hand it off to that assistant of yours . . . you know, the one 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 will get.
I can assure you after seeing years’ worth of these dynamics, what you get back will simply not be professional enough a representation of your business strengths. Nor will it be put into the customer-benefits language you need in order 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
. . . an advertising or marketing or PR agency — you should know that this choice delivers 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.
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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. Find someone who demonstrates interest in your business but not an “expert” at it. An expert writer is what you want.
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. Want an example? Go to: www.FEARLESStheMusical.com
