American Express. Capital One. ING Direct. Nordstrom. T-Mobile. USAA. These are just a few of the amazing, customer-first voices I have had the privilege to work with … crafting messaging that engages, involves, compels and persuades. So what is the secret to “good copy” you may ask? Actually, it’s pretty simple.
No matter what you are saying – tweet, email, banner, letter – never forget that you are writing to satisfy the needs of the reader not for yourself.
Readers, I have come to learn by speaking with as many of them as possible, have fairly universal needs. When engaging with any marketing message, they are primarily interested in getting the answers to the Big Three Questions:
What is it?
How does it makes my life better?
How do I get it?
Great messaging always answers these three questions. Marketing messages that miss the mark usually either a) don’t answer all three or b) spend so much time with one of the answers that the reader never gets to the others.
Speaking of threes, the messaging I create on your behalf quickly moves the reader through
The Three-Stage Rocket Model of Effective Messaging
Stage 1 – Awareness
Stage 2 – Action
Stage 3 – Advocacy
If your current messaging is not driving Awareness, Action and Advocacy, contact me and I will provide recommendations on how to make your messaging more effective and responsive.