When communicating to your target audience, are you relaying why they should do business with you or are you saying a lot of nothing? Readers have a 3-5 second attention span, and if you’re not giving it your best shot, not only did you lose a deal, you’re not even in range.

In my experience, I’ve seen companies relay how great their customer service is and how they’ve got years of combined experience in the industry. That is great, but who cares? The prospective client expects you to have those qualities. It’s like restaurants bragging that they have free salt and pepper.

To give you a better idea of what NOT to do, here is an example of saying a lot of nothing.

We realize one of the most important relationships we can have is with our clients.  As a priority, we ensure we go the extra mile to see that their needs are met and their expectations are exceeded. Each and every project we complete, regardless of size or complexity, is provided with professional service, quality equipment and exceptional communication; all while remaining as safe as possible. Our exceptional attention to detail is noted by our clients and shows in the results they receive. From small engineering firms to major oil corporations around the world, each has expressed sincere appreciation for our distinct approach to providing a solution.

This is content is on the company’s website home page. Does any of that text compel you? Do you already expect them to provide professional service?  This paragraph does not contain words to describe what they really do. Another mistake is the lack of keywords.

In short, get straight to the point when developing communique. Remember, readers want information immediately, so place the rich content up front and give them a compelling reason to do business with you.

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