Published:
05/09/2011 03:17pm
Are You Connecting With Your Customers With Consistent Communication They Can Relate To?
Authenticity is the key to customer connections (although I think the word “authentic” is overused, the power of authenticity cannot be underestimated).
As an online entrepreneur, you’re probably aware of ever-changing Internet marketing techniques. Not only do you keep up on the latest trends, social networks and online marketing strategies, you also have to adapt your message to your market and the medium or delivery channel. Sometimes this process is easier said than done.
Because copy is one of the key elements of your marketing materials, it’s important to keep up with what’s working and what’s not.
Some things you must consider:
-How can you best reach your ideal clients?
-Do you know what they are most receptive to?
-Can you adapt your current message to change with the evolving needs and wants of your customer?
If you don’t know the answers to these questions, it’s time for you to start researching and find them.
Relationship-based marketing is becoming more prevalent; therefore, you must begin your copywriting quest with real world knowledge to develop strong relationships with your current, future, and past clients.
You may or may not write your own copy. Either way, it’s vital to your online success to be in tune with current and upcoming copywriting trends. It’s even more important to be tuned in to what customers expect from you. The bottom line is consumers are savvier than they’ve ever been.
Here are some antiquated copywriting techniques that may no longer work as well as they once did for some marketers:
* Hyped-up claims
* Overly “sales-y” spiels
* Hard-sell tactics
* Limited-time offers
* Broad-based messages
* Scare tactics
* Stretching the truth
* False claims of scarcity
* Over-dramatizing pain and problems
* Price-point propaganda
The effectiveness of these tactics is wearing off because people expect more. They also deserve more, and quite simply, they’re demanding more by doing business with people and companies they resonate with personally. Consumers don’t appreciate tricky sales pitches, inauthentic connections, and hype.
Not all copywriters have used these techniques, but I think we’ve all seen them online. Because today’s consumers are wiser, pickier, and more particular about who and what they let into their sphere of influence, it’s important to adjust your copywriting approaches accordingly.
Remember, businesses that succeed offer consistency to maintain staying power and communication to build relationships. Is your copy really working for your customers and clients?
