Words can make or break your business.
Used correctly, words can create messages that get people to buy into what you are selling. And help you generate more success.
Used incorrectly, words simply have nothing to say. And can do more to hurt your business than help.
Like this little example I recently saw on Facebook …
It was a Facebook post for an upcoming event (read, the organizers were trying to promote their event!).
Of course, judging from the message, even the organizers didn’t think it was great event.
Here’s what the post said…
“Looking for something to do on Thursday, (date) in Toronto? Perhaps
you might be interested in coming to the launch of "(name of event)".
(I’ve hidden the date and name, so I don’t disparage the event or organizers).
Why is this message wrong? There are many reasons.
The biggest, is there is no “Why.” Why should I come to the event? Why
does it matter to me? Why should I care? (You get the message!)
Instead, the message comes off very weak. The first sentence starts, “Looking for something to do…”
Judging from these words, it appears the organizer is targeting people
who have nothing to do and might want to do something, rather than sit
at home doing nothing.
Not the greatest target market, if you know what I mean.
Come on! Do you really want uninterested people who have nothing to do, showing up at your event?
Hell no! Those people are not going to buy your products or services,
because they don’t care!
They’re simply there because they have nothing
to do.
The next sentence is even weaker with the words, “Perhaps you might be interested in…”
While bordering on redundancy, nothing says nothing, like the words,
“perhaps” or “you might.” It’s almost like you’re apologizing for
talking to them.
“Um, ahh, I’m sorry to bother you, but perhaps,
um, you know, if you’re not busy or doing anything, you might want to
um, well, like, ahh, come to my event.”
Seriously! Are you
kidding me??? This is beyond bad and definitely not going to help you
increase attendance at your event (or build your business!).
If
you want to promote your event (or business for that matter), you need
to tell the right people (your target market), WHY they should NOT MISS
your event.
Be confident. And proud to tell them that your event is exactly what they need to help them.
If for example, you’re having an event to launch a new book to help
with peoples’ fears, you could easily create a Facebook post like this…
“Want to get rid of your fear of flying? Then you must attend the
launch of this much-heralded book, entitled, Letting Go of Your Fears.”
(I made this book up, but you get the idea!)
The first part of this message identifies your target market, people who have a fear of flying.
The next part taps into your target market’s need, wishes or wants and
gets them interested, because your event has a book that can help them
let go of their fears.
You could even add another sentence that
tells your targeted prospects how this will help them and why this is
one event they should not miss.
And if you want to get more
people to attend who have different fears, simply make another post (or
several posts) each talking about a different fear (fear of crowds, fear
of snakes, fear of large spaces etc.).
See what I mean? Don’t go creating marketing and sales messages with words that have nothing to say.
Make your words mean something.
Create your messages to attract people, excite them, entice them and move them to action.
You do that and you’ll get more people interested in what you offer.
And you’ll enjoy much more success…
J. Brett Abbey
The Message Master
https://messagemasters.ca/
P.S. If people aren’t buying into what you are selling, you need to change your messages. And when you’re ready, I can help.
The Message Masters™ Message CheckUP gives you an expert review of your
marketing and sales messages to see why they are not working, and what
you need to do to start to generate more leads and increase your sales.
Get more info here:
https://messagemasters.ca/your-message-checkup/
