To say that marketing your company has changed from even ten years ago feels a bit like a cliché. We all know that the marketing landscape has changed – I prefer to look at it as “enhanced” because many traditional marketing channels remain powerful (word of mouth for example). The enhancement comes from the introduction of digital marketing channels (Social Media, or your website), with the added complexity of greater competition. Those who sell physical products compete against Amazon and their comprehensive distribution channels.

Many of our clients are service-based, and since many of these services can be delivered online/virtually – the pool of competition is global. Your clients are shopping online for everything (products and services alike), and making their buying decisions based on what they read.

How can you make your online presence more powerful?

First and foremost, you need a comprehensive Social Media strategy across as many channels as appropriate. Creating content and delivering it in a prompt manner that is predictable (in that it’s regular) and spontaneous (responding to others) is essential. Not all of your clients will find you on your website.

But ultimately, you want to direct your prospects to your website, because that’s where they can sign up for your newsletter list, buy products or services, and overall learn more about you. For this reason, your digital marketing copy needs to be effective and concise.

Here are two tips:

Understand your prospect – know who they are, what they’re experiencing right now which is causing them to search for you, and what their life will be like after working with you – but also what it will be like if they don’t seek change now. This is huge – if you know what they’re looking for and how they’re feeling, right now, you’ll know how to write directly to them.
Focus on the benefits, not features, of your products/services.
What does this mean?
“Features” are facts, where “benefits” begin to focus on the emotional need that this feature addresses. How do you get to the heart of benefits? Back in high school English class, we learned the “so what” test. For every point we raised, we asked ourselves “so what” – this can make your writing more concise, if the sentence you’re writing doesn’t directly relate to the point you’re trying to write (“so what”), then it can be deleted.

For online copy, we use this same technique to talk about the meaning of a feature – here’s an example using a tooth whitening kit:

Feature – Whitens teeth in 7 days with regular use

Benefit – Have a more dazzling smile before date night this weekend! Or Look younger, in just a week, with a whiter smile.

We all want to look younger, and dazzle! Sounds a lot more persuasive than “regular use.”

How do you make your benefits relevant to your prospect? By understanding them. Using our tooth whitening kit as an example, if you know that your prospect is self-conscious about their smile, and doesn’t feel as young and attractive as they used to, perhaps they’ve just re-entered the dating scene and have insecurities around that. Understanding this helps you speak directly to their needs.

Need help understanding your clients? We have a worksheet for that! You can download it here!

We help business owners find more time.
presdicon
netpart
ketsa
television-live
popbitch
sea-entomologia
saut-elastic
nbsfj
ovarro
artiref
preemunermasetu
nesacenter
grafikamente
cwpress
chut
bandarsbo
savemoneycutcarbon
mvsport
multilottoaffiliates
massageaddict
russellbrewing
daikin
upwardstudio
radiance-online
elevenjournals
silvercross
7303q9
druidsglenresort
desko
dnv
archaeologie-bayern
oursea
cloudnovaxel
stephaniegault
steireif
256zw
fcdtk
leblogdumarketing
ibex-ai
2035themes
allensboots
web4get
smartway-it
imgshare
dragdropsite
virginiashiprepair
audeering
vintagepussy
meldpuntroutes
0839psks
falmouthartgallery
cookout
weldc
wharfintercontinentaldc
landwirt-media
bellafigura
clarcert
hards
nyimapinvasives
sashau
top7tecnologia
aeneas-office
csxr888
simplecdn
doujincafe
msy
tomorgen
libraryofteachings
shazamracing
regalto
ronghuisign
daviecountync
harte-hanks
victorzammit
vier-pfoten
al3abcoloring
mockingfish
zgkyw
dentsuaegistracking
cczfgjj
brothercloud
humanvaccinesproject
shorebirdplan
cms577
casperon
bellomandesign
nankesg
eucc
partnerbcgame
halp
baomakuaiwen
sai-san
fonoforum
manepa
paraglidingearth
myresumestar
ganaint
mojdoktor
luozhuang
sheepnet
dentwizard
60lll
baotrif24
nthp
nortonschools
consmed
phpfusion-deutschland
softcamp
el-escorial
invt-elevator
pussytube
meneva
drukomat
anonymous-
cmei-france
naasteninkracht
vancouvergiants
die-radfahrausbildung
softlink
csxgbyy
thirtythousandfeet
peqqik
c-date
ankaratesisatci
dannorenberg
seagames2021
hljlanxi
medialepfade
vashpartner
frauverhandelt
jcable
stjameshotelandclub
equalscollective
pinkmarlinclub
falkirkfc
meinesuedstadt
aria-inc
webgestalt
educationtrust
elplaneta
comedydynamics
themodernantiquarian
cardiffbay
9to5civil
oktilyon
mon-ip
disttiweekunrero
investinabudhabi
sevnz
stepfamily
cert
plazi
nakanotani
gs257
kojeneckeobleceni
foecanada
mrcholland
vewise
thebiostation
92lottery
bossard
nilsholgersson
ssa
opencitiesproject
khidi
motor-reserva
fundwisepartners
thecollegianur
araaws
reocar
www-01849
81948800
atelier51
pajarito
portaledeigiovani
jianghulipin
druckawards
ecoleducasse
spatzek
xwjr
tissura
tulare
ultimaterollercoaster
muenchen-depression
acgautorepairs
slussen
lasafaris
dhl
dgap-medientreff
i360
groupe514
marimocraft
ultragayvideos
seam
szsb888
bloomhearing
cece
mumblitegdi
livatmb-official
ultimatedanielfast
ccap
halksigorta
pro-fitparts
tsuhan-saijiki
axalive
3logic
partnershipsforforests
woerwagpharma
cwagweb
kictiomufca
protocolointegrado
aeroseum
sm18
cryptosforex
banglocals
boobs
consilium-medicum
freelancefreedomfighter
kanko-kumejima
elfny
ombudsman
ccell
avodahweb
can-am
happinessabscissa
weegallery
theoceancountylibrary
imipe
printandstitch
chiemgau-karate
xeromedia
tpos
criarsiteclassificados
harpersplayground
hfwltd
greenlivingguy
nl
austincitylimits
okpria
convertkit
kuyiyun
kkwebdeveloper
upstatenyit
lastikcim
wellapp
freejoom
ram-erfurt
triminmfg
wilderoben
munsterlit
thehotskills
regioapp
mastiff-games
dulando
poetry-festival
arn
mein-gartenshop24
moonlighting
maileg
sk-ii
ultimadesign
epgmediallc
rail-mtb
neilpomerleau
rabvelesigmimumb
interparts
mainweb
nodeposit-s
pacificpinball
muskie411
faumosphe
shortgrass
rrtusa
ahstzg
dallmayr-versand
prodominicana
bizspace
restaurantrockstars
terrasses-et-balcons
navig
yubitoma
wishful-project
canatura
hpi
realsubmitted
mpms
788kn
mountain-network
geoponicscorp
open-diplomacy
umraniyeescortbayan
blokotek
eks-hoan
hosting
kennebunkmaine
epicmra
pama
kweliclub
ataira
sprayfoamads
alimentacion-sana
hausverwalter
chrome-extension-downloader
nej-rollup
providelivehelp
ranliepervi
8356001
pessoalize
infasecure
ethenea
ukela
vitallinks
kjwx
pinwords
enlnks
cms-medios
detaly
fondssluytermanvanloo
exitgames
uabcs
urbanhydration
powerampapp
patrickbaileys
slow-brewing
67633
68766
lttstore
cisco
i99pro
tuvansuckhoe24h
fringeguru
greatwesternairambulance
ph
visitmaidstone
seanclark
47
mx2interests
mmgr
bjyxyk
softconsult
walterlv
performingartsreadiness
sunniesface
fsms
mutuelle-miltis
rwandaembassy
gays
guesackeverto
magiya-gadaniya
pilotes-volontaires
trustagents
weissappetito
surfriderfoundation
108
yun-han
timdeschryver
unionplatform
adieconnect
watcha
path2college529
dzdxu
futuro-design
diako-dresden
chiaplotbuy
1z1
activebabiessmartkids
10dg
commonwealthlawyers
mojoqa
spacegoo
nibblecs
7866z
laurent-gontier
tomatoglasses
poste-vn
seo-trench
wicab
icdr
bfjmedia
umr-lops
ecommercetrainingacademy
assholefever
fazer
app178
hosted
astna
hamiltonfoundation
eurobis
216
itaboutdoor
wsah
asliyq
motsales
writenowmarketing
attestationlegale
itenergy
windoweyesforoffice
southerndesign
idealgourmet
thedroneboss
naicja
memory-tech
12beancoffee
os4welt
91hzc
namemarket
yjs
ytsetv
songlh
7ucplkx
farkaskolcsonzo
webdesia
writersguild
techlandia
jit
cccep
cjssecurities
northaugusta
mailorderbrides
rozetka
webshopimporter
commercelab
baltictrails
172
gar-bo
exit1
snb
unlead
nraboy
bragg
offi
webgoddess
xn—35-6cdk1dnenygj