6 Tips to Transform Ordinary Sales Copy Into an Extraordinary Sales Story
What do eggs, fruit, lawn care services, baby clothes, pigs and ink-on-paper organizers have in common? Too often, consumers think of them as commodities — widely available, undifferentiated, pretty much interchangeable. As a result, the decision to buy is typically based on price — driving margins down.
When your assignment is to write email, direct mail, ad or collateral copy for a "commodity" product or service, look for ways to help your customer think differently about what you're selling. Often the ammunition you need is not that hard to find. Here are six tips for turning ordinary copy into an extraordinary sales story.
1. Brand it. When is an egg not an egg ... a steak not an ordinary steak? Take a tip from the food industry: If you can brand a common egg or beef steak, you can brand anything. The writer's mission is to embed the brand promise in the consumers' brains so she they'll reach for the branded product when they're in the store. Take a look at what Australia's Sunny Queen Natural Grain Eggs and the Certified Angus Beef® brands are doing. It's brilliant and applicable to far more than food products.
2. Add value. Before you start writing, look for value-added features and benefits to write about. This includes extraordinary customer service, risk-free return policies, and other more subtle elements. Ryan Lawn & Tree Care offers Kansas City homeowners the same lawn and tree services as hundreds of other providers in the metro area. So are their prices the lowest? Nope. Instead, they show customers they're worth the extra money with visible reminders such as their clean red trucks (mentioned on their website) and service associates with college degrees who work in crisp khaki pants and blue oxford button-down shirts as they treat your lawn. Ryan staff members look like professionals, talk like professionals, and offer on-the-spot expert advice as well as top-notch service. All adding value.