Buzzwords are as annoying as mosquitoes. They fly around and then you want them gone. Most companies love to say that their services and/or products save time and/or money, but honestly everyone seems to say that. This translates into high bounce rates- because your potential customer has had that same line thrown at them a lot already. Why not go above and beyond and find other unique benefits and features that set your company apart?
A lack of time, and tight budgets, are what pretty much all consumers face, and service companies are quick to bank on those pain points. However, the newer crop of savvy customers look beyond that. What can your service offer beyond “saves you time and helps control budgets”? It might be baffling to your sales and marketing teams at first, but there’s a specific and unique selling proposition in every company.
How do you identify what makes you unique?
One of the bigger mistakes that smaller companies make is to position themselves as do-it-alls. While that sounds exciting, it essentially makes you a run of the mill company. Every company likes to say they excel at everything in their industry. What you should do ideally, however, is identify what your company is great at- and harp on that. If you specialize in a certain area, show that you do that upfront. If you’re equally adept at other areas, that would show up in secondary messaging tactics. Kissmetrics has a great article for you to read on how to identify your unique selling point, and how to market it too.
Although witty copy is wonderful, as long as you’re showing what you excel at in clear language to your customers, you’re pretty much set. A lot of companies have realized the importance of direct copy that doesn’t ramble on and isn’t verbose. Give it a try!