Some companies create revolutionary products or services and yet they just can’t seem to break into the market or reach the number of people that they need to. They advertise, they have expensive models showing how product or service X can save time and money, they go to trade shows, have all the social media accounts and still it seems like the idea just doesn’t have traction. Which is strange because those people who understand it, think that it’s the best thing since sliced bread… does anyone remember Betamax?
Here are 5 ways you could be ruining your good idea…
Over-explaining
There is a good chance that your product or service has some fantastic features and benefits, so what you should absolutely not do is try to explain all of these at once. Even if I was in the market to buy, I would be hard pressed to keep my eyes from glazing over.
Overpromising
If your product or service can cure cancer and solve world hunger whilst simultaneously lowering worldwide greenhouse gas emissions and resolving climate change then, by all means, say so, but the chances are most consumers will react with scepticism. Let your product or service speak for itself without embellishment.
Over complicating
Breaking your product or service down into a microcosm of detail might appeal to some companies under the guise of full disclosure, however, what this tends to do is just confuse people. If in doubt fall back to the K.I.S.S principle and keep it simple.
Overselling
Too many companies still believe they need to sell aggressively in order to achieve results; all this actually does is alienate both the sales team and customers. Be clever about your sales process and the rewards will follow.
Under empowering
Often your customers won’t want to have to rely on your company at every stage of the product or service lifecycle. Let them choose how to use the product or service and give them the tools to empower themselves. This also frees up your staff who can concentrate on making the experience even better.
The solution.
The internet is a powerful tool and for many businesses, it is a great way to reach new markets and expand existing ones, however, as with all great opportunities, competition online is growing rapidly. This simply means that companies need to be smart about the way they do business.
Have any of you make any of these mistakes in the past? Share your story and maybe what you did in response!
7 Responses
Thanks for such a great post Davin. I think this is exactly where a fresh perspective on your idea can help. I know this is one of the benefits of getting a copywriter to write your marketing copy. Fresh eyes. Fresh questions. A fresh focus.
Thanks again!
Sorry Belinda, just back from my Easter break! you’re very welcome and I have to agree with you and @ale_palombi. A fresh perspective can make all the difference in the world, sometimes our passion and excitement can cloud our judgement and any tool that will give you a chance to see your product, idea or process through new eyes has to be beneficial.
I look forward to sharing more thoughts and ideas with your readers. Speaking of readers… if you like the content Belinda delivers, why not vote for her blog http://www.copywritematters.com.au/best-blogs-competition-2013/
Cheers
Davin
Aw shucks. Thanks Davin. You’re welcome back anytime!
To see you’re overselling, you need a mirror. So try this: change the name and features of the product you’re writing of, and then auto-send an email. Your first impression might be the same of your client’s. What’s your advice? Thanks for the post.
Excellent post! Thank you!!
Oh boy, I’m definitely guilty of over complicating. I’m in the middle of relaunching a new website and my main goal is to strip everything back. I’m getting rid of pages of content I thought were necessary to sell. Turns out no one really cares about my references or my profile or partners or my thoughts on CSR. They just want to know if I can help them and how I plan on doing it.
Thanks for another great post.
It can be hard to see the forest for the trees when you’re in the middle of it, which is why regular measuring and review (of everything) is so useful.
It can be a bit of a jolt when you realise your customers don’t give a stuff about the details you thought were big selling points. I think this is where a copywriter can really help business owners really get some perspective.
It’s a bit harder when it’s you’re own business though!
Thanks for commenting Sarah. I look forward to seeing your new site.