The average time spent reading an online article is 15 seconds.
If you don’t get my attention in this time, I’m gone. Get to the point!
Today, most people just don’t have the time to read lots of boring marketing material. Customers skim your text and pick out the important bits.
Fact: 1/4 of US adults did not read a book in 2014 according to Pew Research. We are becoming lighter, faster readers.
Best Practice for Writing Marketing Material
- Keep your English simple
Text should be easy to understand. Use less words and short sentences. Say it in 2 short sentences instead of 1 long one. Customers don’t have time to work out what you’re talking about in complex sentences. If a sentence spreads over 2 lines – it’s too long.
- What do you want to say?
Think about the message you want to give your customers. Write it simply. Do you deliver “best in class automotive support services” or do you “Keep your fleet on the road”. Avoid bland marketing copy
- Why should I care?
Ask yourself – why should anyone care about what you say. If you can’t answer this – don’t write it
We’ve delivered a million products last year -what would the customer think?. The customer might only want 1. How about “We delivered a million products last year – every one on time. Need one in a hurry – call us now”
- Write for people first
Remember a “normal” person is reading your material in most cases. If you use lots of jargon – people won’t understand what you do. I see sites doing this every day; – I just can’t work out what some companies actually do or are trying to sell me. Result – Click – No sale.
- What do you want me to do?
All too often you read text finish up asking yourself – “What is the point here? or What is the company actually saying?”
If you want the customer to do something make sure you have a clear call to action at the end of your copy. Tell them what you want them to do next. Call us; Email Us; Phone Us; Get a Quote; Be Specific. Having a clear call to action (CTA) is important is everything you write.
- Do a little research
Have a look at a few websites you love using. Why do you like them? How do they write? What do they ask you for? Why do you find their site easy to use? What are they doing that you could do to?
3 Killer Tips for Great Sales Copy
- Get to the point quickly: (15-second rule)
- Keep it simple: (short, snappy sentences)
- Have a clear call-to-action: (CTA — What do you want me to do?)
If your copy meets this guide you’re on the road to success.
Why is this important?
If you can’t get your customers attention and keep it you will lose them.
Bad English or Bad Cheap Translation turns customers away from you. Speak to them professionally and clearly in their language.
Can STAR Help?
We’re really passionate about communication and language. We have offices in 44 countries so communicate in many languages including English. We help you communicate effectively in any language.
7% of STAR offices speak English by default. That means 93% speak other languages. We translate and work with hundreds of clients around the world every day. They have deadlines to meet and customers to satisfy. That means we have to deliver efficiently every day. Our own teams know how to communicate accurately, quickly and effectively. It helps us and our customers. And we do it in multiple languages.
So how can we help you?
If you need translation, proofreading or design services – talk to us.
A 5-minute conversation will tell you if we can boost your sales.
Call us on +353 (0)1 836 5614
Damian Scattergood is managing director of STAR Translation Services. With over 35 years experience in business and translation he is an expert in language and communication technology. He has worked with many multinational companies in various roles – giving him a breadth of experience across business operations. He is the driving force for sales in STAR Dublin and works with companies helping them drive their global growth.
STAR Translation Services, Dublin is a member of the STAR GROUP one of the world's leading translation companies with 50 global offices.
+353 1 836 5614
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