It’s All About Positioning, Differentiation and Branding!
People only buy things online when they read words that make them want to buy those things.
Think about that. Words really matter.
Terrible sales copy is costing you thousands, if not hundreds of thousands, of dollars and you might not even know it. We don’t know what we don’t know, right?
Most website owners are wasting their money on websites because the ad copy – the text, the headlines, etc. are not carefully crafted by an expert to make the reader want to buy your products or use your services. Do you think companies like Coca-Cola, Target and Starbucks just “wing it” when it comes to what text they put on ads and their website? Even when they were smaller, did they come up with it themselves or get help?
Even though you may not want to be a big company, you need to act that way – in terms of your marketing. By not doing that, you’re just lighting your marketing money on fire to watch it burn. The message is important. Again… words matter.
A New Website Won’t Get You More Traffic and Sales
Did that heading catch your attention? See? It’s about words.
And it’s true. Sometimes our clients think just having a new website will help them get more traffic and sales. Sure, the new website might be built better and rank better but if it’s the same, old message that doesn’t work, you simply won’t get more sales.
For example, your headlines need a hook – present a problem. From there, you solve the problem and then add a resolution, which is the benefit.
Most business website don’t work. Webstix builds websites that simply work better to help businesses get true return on investment.
The words need to work. Webstix can help.
Your Message is the Heart of Your Website
Writing copy (text) for your website can be a daunting task if you go it alone but it’s important – maybe more than you think.
Your message is the heart of your website. It’s words. Words need to be crafted in a way where you clearly explain your points of differentiation. If you don’t effectively do that, you’ll end up sounding just like everyone else, and what’s the point of creating a new website then?
Some of our clients choose to do this themselves, while others choose to have our copywriters help them carefully craft an effective message using an outside (customer-like) perspective.
Webstix copywriters are marketing communications specialists. They can provide intellectual coordination, content development, and powerful messages for your new Web project.
So what does this mean for you?
Typically, different people have different stakes in the content of a website. Coordinating their respective contributions and distilling them into a single voice and message takes time & talent—not to mention diplomacy.
- You will save time, money, and burdened costs by having a Webstix copywriter coordinate the development of your website content.
- You will avoid the indelicacy of having to critique the writing of your colleagues and partners—or flogging them to meet deadlines!
The State of Awareness of Your Audience / Brand
The state of awareness is a fundamental exercise to go through as copy is developed. There are 5 stages:
- Your audience knows of your product and wants it but just hasn’t got around to buying it yet.
- Your audience knows of your product but does not want to buy it yet.
- Your audience is not aware of your product, but is aware of a desire he has which your product would fulfill.
- Your audience is not aware of your product, though they have a need which has to be fulfilled.
- Your audience is not aware of your product and they are not aware of any need or desire they have relating to what your product does.
For example, with #1 above – if they know about your product and need to get around to purchasing it, all you have to do is put it on sale and they will respond. Things get more tricky when your audience does not know about your product or service and needs to be educated about it or be educated about their need for what you provide.
This is where our expert copywriters do their magic. They have experience with each stage and how to carefully craft the copy on your website to match what is going on in the real world.
A website is a worldwide pronouncement about your company’s positioning, differentiation, and branding statements. Therefore, both “voice” and content are serious business.
- If you’ve already articulated these statements about your company and its various products, our copywriters will ensure your website and collateral are consistent with each.
- Alternatively, should these statements still be undeveloped or in flux, our copywriters can help you develop them quickly and efficiently—an extra benefit from your website project.
Creating effective copy is both an art and science. Although your product has many great features, never assume its benefits are obvious to your potential customers.
- Our copywriters will develop powerful, succinct copy that’s written grammatically and delivered on time.
- Our copywriters are conversant with a broad range of products and technologies, including food, fashion, science, technical, engineering, medical, and professional enterprises.
Positioning and Differentiation Rule
Websites have quickly evolved into comprehensive presentations about a company, so creating one forces you to consider all aspects of your positioning and differentiation, as well as your features, benefits internal culture, ways of doing business, and more – all at once and in relationship to one another.
The byproducts of this process greatly speed and facilitate the development of written content for your printed marketing materials.
As well, the hands-on process for designing print is virtually the same as for the front-end of your website. So a lot of the desktop work is already done in terms of look & feel. Your website designers will have already internalized the fonts, graphics, and other visual elements that you have selected for your new website—and that should migrate into your print copy. Take advantage of that!
It Begins With the Website
For these reasons, marketing communications specialists always recommend beginning with your website—whether you are branding a startup or re-branding a mature company. But whichever you do first, remember that your website and your print collateral should be of the same voice, with the same messages, and not work against one another!
Going Beyond the Web
By the way, the Webstix partners can also help you with the design and production of your print collateral; and we have marketing communications specialists (AKA, copywriters) who can help you adapt website content to your print media.
Let us help you with:
- Carrier Folders
- Corporate Identity
- Placement Ads
- Slicks (aka “Leave behinds”)
- White Papers
- And more
Please contact Webstix for more information on our copywriting services.
How do you get into the minds of customers and connect with them?
Do it with a top of mind business branding and marketing plan.
This is the marketing strategy Webstix believes in. It can be implemented by both small and large size businesses. You can win the game of branding if you know what to do and do it the right way.
Compete with the big guys and then become a big guy if you want. It’s all right there in Brandsformation by Chuck Mefford.
It’s an easy read of just 110 pages and you’ll learn branding in a whole, new way.
Here’s a review of the book that pretty much sums it up: