Ways To Pitch Marketing Appropriately
Pitch your marketing to your customers' level. Not doing so will lose you business as clients', through confusion, will go directly to your competitors.
Try to forget everything you know about your product or service. For many businesses, this is the precise situation their potential customers and clients are in. If you don’t pitch your material to that kind of reader, you’re missing your mark. Nobody has the time to join the dots of your marketing campaign together. Why should they? They’re paying you! You want their custom, not the other way around. You do the work, they provide you with compensation for your time and effort. That’s how business works.
Obviously, if you’re selling a product or service which the general public already understands, then you need to adjust this idea slightly. Think of it like this: a new Vietnamese restaurant opens close to you. Always keen to try new flavours, you look at the menu in the window. All that’s listed are things like phở, bánh mì and cơm tấm with no further description. Not having the faintest idea what these things are, you get frustrated and move to a competing eaterie. The restaurant owner hasn’t pitched the menu, a vital piece of marketing material, to your level. It doesn’t matter that the food and service are exceptional. The restaurateur has lost you at this vital early stage.
On the other hand, an ice cream shop opens locally. You don’t need to know that the product is cold. Pointing out that ice cream is frozen might leave you wondering what the owner is getting at. However, they would be doing themselves a disservice if they didn’t state that the milk was sourced locally and all the flavourings were natural. Pitching to the right level is vital.
Get someone to look over your work. Key condition, though! The person you ask to review your work will ideally be someone with substantially less knowledge than you about what you’re trying to sell. This could be a colleague who works in an entirely different department. It could be a spouse or other close relative, an option which works particularly well for small, one person businesses. Whoever it is, make sure they are someone who needs educating about your product or service to a similar level as your potential customers or clients. Ensure too that it’s somebody with a keen eye for detail, and who has at least some understanding of how marketing works. I’m talking the benefits over features principle I’ve discussed in other articles.
OK, there are times when you are just too close to your business to get your head around pitching to people who know nothing, or very little, about it. That’s where professional writers come in. A copywriter’s whole career is based around creating material which speaks to your target audience. Even if they have a background in your industry, and that isn’t necessary or, in many circumstances, even beneficial, they know less about your own product or service than you do. That’s vital as it positions them better to write for whoever’s attention you want to capture.
Incidentally, the reason I say it isn’t vital, or frequently even beneficial, that you work with a copywriter from the same industry is for all the reasons above. Yes, a writer who is able to completely freeze out the area of his or her brain which knows your industry intimately isn’t going to have a difficulty. However, that isn’t always easy to do. You might very well find that someone who doesn’t have that background, or perhaps works across different industries, is able to do a better job. Also, copywriting is a process. A pathway. If the copywriter is proficient with this part of their work then they can almost certainly write effectively about any industry.