Shorter is Better
Posted November 9, 2010on:
Since all marketing is about communication, the faster you can get your message across, the better results you’ll typically get… but not always.
Shorter messages work better when:
– You want to communicate the essence of what you do
– You need to make the complicated simple
– Your prospect doesn’t know much about you or your service
– You want someone to just check something out
– You want to get your eZine read 🙂
Once a prospect is qualified, shows interest and wants to know more, you can tell them a whole lot. At that point, longer communication is better. (such as a detailed description of a service online).
But the challenge with a short message is getting your idea across with as few words as possible. Here are a few tips:
1. Make sure that the message is targeted to a very specific audience.
2. Include either a clear benefit to be gained or a clear problem to be avoided.
3. Gain credibility through an example or short story that creates a picture in the reader’s mind.
4. Tell the reader exactly what to do next.
Some places you can use the short message technique:
1. On the home page of your web site: People want to be able to glance at this one page, read a few words and know what you’re about. You need to go beyond a few bullet points, but you don’t need several long paragraphs outlining every single thing your business offers.
2. In an email that points to more detailed information on a web page: In tests I’ve done, a message that was only 84 words got 50% more click-throughs than a message that was 284 words.
3. In an Audio Logo: A concise statement in ten words or less saying who you work with and the problems you address will almost always generate more interest than a long-winded description of what you do, who you do it for and how you’re different.
4. In a phone message left on voice mail: Saying your name, company name and your phone number will generally get more return calls that a big recorded sales spiel that often convinces your prospect that they definitely don’t need your services.
5. In an answer to the question: “Tell me more about your services” it’s better to tell a little and then ask a question than it is to give an itemized list of every service you offer.
Your challenge in using short marketing messages effectively is spending the time to think through, write out and then fine tune your message until you get your point across in as few words as possible.
Yes, to make your message shorter it may take you longer!
For more information visit www.kuhnkecommunication.com
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