What the heck are “assorted colors”?

This week, we’re going to examine something I call “garbage copy”. To explain… that’s advertising copy that fills space or time, and means absolutely nothing to the customer!
You’ve seen it, you’ve heard it, and chances are very good – you ignored it.

Good copy writing starts with a few basics (and I’ve listed them in order of importance)

1) What’s in it for me?
That’s really all your customer wants to know. Period. Focus on telling your customer what you can do to: Make their lives better… Decorate their house…Change their look…Improve their health? Don’t answer questions your customer is not asking! (Part II of this discussion includes knowing your customer – for a later blog)

2) Be specific!
Your customer cannot read your mind! “Assorted colors” means absolutely nothing! If you don’t have room in the ad for “hot pink, sunshine yellow, juicy lime” – at least use the term “neon brights”. If your photo shows the color selection, you’ve already told them!

3) Avoid vague and overused terms:
“For all your (fill in the blank here) needs” – Nobody can fulfill everyone’s need!
“…and more!” Your customer hears “Blah, blah, blah”… Be specific, or leave it off!
“We provide quality and value” If you want my money, you’d better! How are you doing it?

4) Your customer is not stupid!
“Our 2 Day Sale has been held over!” So, let me get this straight…you’ve had a sale for 48 hours, and it was so successful, that you magically threw together an extension of your campaign, got it produced, then purchased the additional airtime and/or newspaper space, and voila! Your new ad campaign has hit the streets overnight! Who are you kidding? Why didn’t you just call it a 3 Day Sale and be done with it? (Sales are another subject for a later blog)

“We bought too much! Our (lots, shelves, racks) are full! Help us move our inventory!” This one almost deserves no explanation, but… who cares? If you were dumb enough to buy too much, then why is my responsibility to bail you out? Your customer is more concerned about his/her own welfare – not buying from you as if it were a charity!

5) What sets you apart from everyone else?
Not to pick on any one industry, but furniture stores are notorious for using garbage copy! “We have living rooms, dining rooms, bedrooms….blah, blah, blah” Duh! You’re a furniture store for pete’s sake! What else would you have?! Tell me that you offer free delivery to my home, or an on-site decorator that’s going to help me find the perfect green chair for my bedroom!

Don’t drop names that I’ve never heard of! To tell me that you carry lines from “Jo Schmo” may mean something to the people in your industry – but if it’s an obscure name, don’t waste your breath! (Exception: Fashion trends/fads have the life expectancy of a blink, so if the name is hot, strike fast! “Jo Schmo” may be gone next month!)

6) Call to action!
Use words that stir emotions: protect, improve, enhance, erase, benefit, discover, feel …
Involve your customer in what you are saying! Remember rule #1? If you don’t tell them what’s in it for them, they’ll go somewhere else to get it!

7) Be honest!
“Trust us…” I cannot emphasize this enough...be very careful using these words in your advertising. They have been misused so much from politicians to bankers to ministers...that very few people take them seriously. Tell people what you do, how you do it... and deliver it. Don't embellish it with words like "the greatest ever", "world-famous", "#1 in the city, state or wherever". If you make statements like this, you'd better have some way to back them up!

8) Price isn’t always the issue
It is a proven fact that consumers will pay more for good service, quality products or for those items that last longer than their battery life. This is especially true in an economic downturn. Don't be so focused on touting price in all your advertising! Discounts don't always equal a good deal - and today's savvy consumer recognizes this.

9) Demonstrate that you are the expert!
When your customer is looking for the types of products and services you sell, do they immediately turn to you? Your website, blogs (free), email campaigns (little to no cost) and other forms of advertising should include your expertise. Don't assume that your customer understands your products and services. Take the time to talk to them - if you're not confident in your writing capabilities, hire an expert copywriter! It's well worth the money! Search engines pick up this type of advertising - and it won't cost you a nickel!

10) Look before you leap!
Look, read and experience your copy as a customer! Before you sign off anything, read it carefully! Don't depend on spellcheck! Software won't correct "the" when you mean "these". Get someone else to read it - preferably someone who will objectively read it as a customer. It amazes me how many ads are printed that omit addresses, or don't include important dates or worse - make absolutely no sense!

Good copywriting often scares people. Where do you start? What should you say about your event? How much do you leave out about your services? Don't panic. Follow these guidelines, or call on us! www.eagletoo.com

Vicki Miller - vmiller@eagletoo.com