Build Your Brand the Right Way
by Rebecca Button on June 12th, 2008
I’m sure you’ve seen those cheesy commercials that crowd your late night television viewing. You know the ones promising extraordinary results and benefits that basically scream in your ear to BUY IT! Well, I suppose those work to some degree because otherwise they would have fizzled out long ago. But the average business owner needs a different approach. A very different approach.
Be conscientious of what your copy sounds like. If it sounds like one of those late night "razzle-dazzle" quick-sell commercials, you’re on the wrong track. Here are some ways to figure out if it falls into that category (from Marketingprofs.com ):
Exclamation points. Use them judiciously—if at all—and only when a statement truly merits the added excitement.
Numbers. Headlines like "10 Powerful Secrets for [Fill in the Blank]" will undoubtedly pique a potential customer’s interest; but they also sound like copy that will lead to an impulse buy, not a long-term business relationship.
Hyperbolic claims. Does an image-conscious company really offer something extra for acting now, or suggest that the big secret will be revealed for the low, low price of $199.99?
The idea is not only to sell your product but to form a lasting relationship with the customer so they will keep coming back time and time again. Read more about how to build your brand here .