We recently attended a marketing event in London. The show was great, some of the presentations not so much. They dragged on and could have been done and dusted earlier.
You’ve probably been there too, bored to tears because someone won’t get to the point. Makes you want to bang your head against the wall, doesn’t it? It did get us thinking though – how often do we get to the point when we write?
The bottom line is no matter what you’re selling, your potential customers have questions. And if you don’t answer those questions promptly, most of them will exit your website without leaving their details.
There goes that enquiry. See ya, bye.
Your landing pages (we prefer to call them ‘touch points’) exist to create a relationship between you and your customer. But, that relationship isn’t forged on branded spiel.
Just like a good first date, the connection is forged by answering questions, and if you provide the right answers quickly, you give your customer value. You give them a reason to get in touch or buy.
We’ve seen hundreds of business owners make this mistake: they focus so much on themselves and what they think their customer wants to hear that they forget why their customer is there in the first place. Guess what? They are there because you provide a service or product they want.
So, here’s a friendly pointer – get to the point with your message and your visitor might just buy something or get in touch. It really is that simple.
The easiest way to get to the point is to shorten your sentences. Make every sentence just a few words long. Like I’m doing now. By doing this you keep a consistent flow with your writing.
You can also be precise with your words. For example, “my dad has some stuff for sale,” would become “my dad has a record player and vinyl for sale.” By being precise you eliminate the need for elaboration further on in your writing.
Lastly, follow our easy two-step process to writing succinctly. This will help you create better content for your audience in just a few minutes.
