Most businesses get marketing wrong. Their message goes like this:
“We are Company X and we offer Service X. We have been doing this since 1967. We have won this award. Our skilled staff offer friendly service. Contact us today.”
Did I hear someone leave the website?
Marketing your business this way doesn’t work for a simple reason.
Nobody really cares about your business.
The only thing your customers care about is what you can do for them. This is the case regardless of your industry or offering.
Let me give you a few examples.
People don’t buy accounting services…
Some time ago, I heard a story about a man who was standing in the middle of a bridge in London and trying to hand people 10 pound notes — for free.
You’d think there would be a line of people queuing up to take one, right?
In fact, they were so sceptical about him that they walked past from a distance, probably thinking that it was too good to be true.
This brings me to a trick in copywriting that you rarely see being used.
Have you ever found yourself thinking after seeing an advertisement thinking: “that can’t…