In a world full of misinformation, speaking clearly and concisely is more important than ever. Have you ever read a news story and then had to re-read it multiple times just to figure out the gist? It’s annoying, right? For consumers, it’s even more pertinent to get the message across because one moment of hesitation could cost you a potential sale.

The key to overcoming this is by writing copy for your website that is succinct, clear, and obvious. Marketing companies today need to speak to the masses and identify the messaging that will be most effective in your unique industry.

Stay Away From What the Customer Won’t Care About

Customers are not always looking for solutions to their external problems. Instead, they are looking to find ways to solve internal struggles or difficulties. What does this mean?

Take, for instance, a mattress company; although some of the practical reasons for buying a new mattress include replacing an old and worn out bed, you never hear this on mattress commercials. Instead, they reference giving you a better night’s sleep. Addressing a problem that many people have and offering a solution to their internal problem is a great way to communicate with customers and really help them “feel” what your product or service can do for them.

You Are Not The Hero in The Story

If you think of a shopping experience like a movie or novel, you can rest assured that you are not the hero in the story. The story would go something like this: “The brave and intrepid store waited until the customer arrived and purchased their items. The end.” No one wants to read that story.

Instead, switch it up and start thinking of the customer as the hero in the story. Your business is simply a guide on their journey to solve their inner problems. You are the Yoda to their Luke, the Mr. Miyagi to their Karate Kid. Once you understand this, it becomes easier to empathize with the customer and create meaningful content that will speak to them.

Avoid Information Overload

This tip is especially crucial for industries that include a lot of “insider” details. Imagine going to a plumbing website, trying to hire a plumber to solve your issue and get bombarded with technical details you can barely comprehend. It’s a huge turnoff for many people.

Marketing experts at StoryBrand call this “the curse of knowledge.” Not only will it alienate customers, but it may also make your message seem convoluted and difficult to understand. When it comes to making sure your message is heard loud and clear, the best trick is to say exactly what you mean simply.

Looking for help to fine-tune your brand’s messaging or do you need to completely revamp your content to get the point across? No matter where you’re starting from, we can help. Request a free audit of your current website to see how you can make the most of it.