“Microsoft Corporation is committed to environmental sustainability and continuously works to explore and implement new ways to preserve and improve the encironment. For more information, please see microsoft.com/environment.“

Hmm, let’s see now. The packaging comprised:

• 1 x bi-fold card containing a 25-character product key
• 1 x sealed plastic case
• 1 x cardboard outer sleeve

I ask you, is all that really necessary? Is it not possible to fit Microsoft’s instantly-recognisable branding on something a tad smaller, say the size of a matchbox? For pete’s sake, all I needed was the 25-character key. That could be texted to me, without all the kerfuffle involved in the packaging. Not only is there considerable expense involved in manufacturing the packaging but how about also shipping it across the world?

Seriously, wouldn’t you think that in this Internet Age, more things could – would – be handled online? Does Microsoft expect us to believe that we more highly covet items we can hold, caress and salivate over? I would rather pay a huge chunk less for the product, to be honest. And while I’m at it, I have to raise the issue of Microsoft’s greedy, inflated pricing. Why do they not feel threatened by the plethora of open source software out there? Sure, I succumbed and bought “the real deal” but in my occupation, I need to use the software that most of the people in the civilised world use. I can’t afford incompatibility issues, regardless of how many times I’m told by nerdier-than-I folks that “Open Office IS 100% compatible with Microsoft Office”.

Why can’t I get US pricing? If it’s just because I have to import the ridiculously over-packaged product key, and pay for all those carbon emission miles to do so, then I’d like to throw a massive “bah humbug” in Microsoft’s direction. Not that they’d care.

Your thoughts?

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JFK may not have had marketing in mind when he said: “Ask not what your country can do for you; ask what you can do for your country” but the principle applies. Your website cannot be about you and your business. Period. It has to be about what you can do for your customer. Yep, the old “what’s in it for me” chestnut. If you don’t address this vital element, your competitor probably will.

So, in a normal client briefing, I will ask questions that I think my client’s customers will ask. Today, I met with the owners of a vending machine company. One of the questions I posed to them was: “Why on earth, when I’ve signed an agreement with another vending machine company, would I go to all the trouble of abandoning them to go with you?”

At first, my clients – a very earnest, Brisbane husband and wife team – were taken aback. Sure, it’s a little confronting to pose the question in that way (though I did warn them I was about to take the hypothetical high road). But then it dawned on them that these are the kinds of questions their prospects may be asking – even if silently, to themselves. The thing is, we don’t always get the opportunity to know the truth behind objections. Workshopping objections is a very useful tool when planning marketing materials.

The customer’s point of view is what matters

When writing website content, or indeed any marketing material, it’s vital to think from the customer’s point of view and consider the tough questions, the uncomfortable questions. There’s no sense being warm and fuzzy and running off a bunch of clichés such as ‘we listen’, ‘we care’ and ‘you’re important’, if you’re not going to prove it when challenged. Or worse, when you’re not challenged. Those are the clients who stick you in the too hard basket and walk away, content enough to stick with their existing provider is you don’t nail why they should choose you.

Your website content should ruthlessly anticipate the tough questions and answer them before the visitor has a chance to ask.

Don’t write your website content as “look at me”. Write it as “this is how we can help you”. Your website is not a mirror that will tell you you’re the fairest one of all. It is a window, a service window through which you will deliver the information that your visitors came to receive.

If you’re based in Brisbane and you’d like to use a Brisbane copywriter, we can do your website content briefing in person. Learn more about my Homepage Blueprint consultation. This service can also be conducted via phone or Skype.

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For the set price Homepage Blueprint consultation, you will receive a mock-up of your Home page and recommendations for the other pages of your site. You may be surprised to see what can be incorporated in the initial build that would be charged by your web designer at an hourly rate further down the track! Ask me about a Homepage Blueprint for your site!

Homepage Blueprint testimonial

8 November 2011
“I recently engaged Gina to write the website for my new range of services. From our initial consultation where we created my new website’s blueprint, I was impressed with Gina’s eye for detail. The blueprint consultation itself was extremely useful in helping me understand exactly how my new website should look and we had it all sorted before I even spoke to my web designer. What I thought I needed and what I ended up realising would be more efficient were two different things. Gina’s marketing expertise isn’t just about the words. It’s about the whole project and making sure all the marketing tools are built right into the web design. Gina was also extremely helpful and very talented in putting my business thoughts and concept into words. I highly recommend her services.”

Maree Brodie
MyGo2Girl

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I just received this email marketing campaign from Brisbane hairdressing salon, Lunatic Fringe. Lessons on display:

• Start now! October is not too early to start telling clients your Christmas trading hours. After all, the minute Father’s Day is over, department stores and supermarkets start stocking festive decorations!
• Offer a special – Christmas gift spending has already started!
• Stock up on advertised specials – You can bet that Lunatic Fringe have plenty of Redken and Matrix gift packs in stock. Product manufacturers often subsidise these items so they likely carry a healthy margin for the salon. They certainly wouldn’t want to run out quickly.
• Maintain consistency – Lunatic Fringe send out a weekly deal every Wednesday. This week it was simply incorporated into the Christmas message so as not to clog inboxes with a separate campaign.

How can you put these strategies to work in your business? Are you working on your Christmas marketing yet? Kindly leave your comments below.

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