Do you feel like your marketing is driving sales away instead of increasing sales? Maybe the selling words you are using don’t work. They may be on your billboards, brochures, paper-based ads, your website, and more. Let’s find out about how your company’s selling words are working.
Quick Test 1: Grade your organization’s marketing health. When your company develops selling words, do they:
Establish a randomly selected focus group? (+1)
Gather strong wording from corporate managers to drive sales? (+1)
List great technical specs from engineering to use directly in marketing materials.(+1)
Combine standard “words that sell” with a generic product or service related to your company.(+1)
Use similar wording from a competitor (called copy cat marketing by the Duct Tape Marketing guru). (+1)
Add up your points. How did you do? High score? Umm, a higher score indicates your selling words probably stink on ice. Oops!
The grade scale for Quick Test 1 is shown below:
0-2 points means you are probably OK and can probably survive tough & competitive times.
3-4 points means your company has excessive risk of sales problems.
5 (FIVE!?!) points. Can you fax out your resume today and start saving for hard times? That marketing smells like August road kill.
Quick Test 2: Last one, I promise. Time for a marketing health checkup – how are things since the last quick test? When your company develops selling words, do they:
Survey your new clients & prospects while asking “What attracted you to our company?” and “How would you describe our product/service to a friend?” [+1]
Analyze wording used by high performing sales personnel to develop best practices? [+1]
Emphasize product benefits to the buyer instead of dry technical specifications? [+1]
How did you do? A high score is good this time!
0-2 points means you need to go back to the list and try ONE of the best practices in quick test 2 – NOW is a good time to start. Again, update the resume.
3-4 points means that your company may be OK, but more work can be beneficial.
5 points. Are you going public soon? Can I invest? Great things may be ahead. Hold onto your resume for now. By the way, are you hiring?
Quick Test 1 is a collection of worst practices I see in industry time after time. These methods create selling words that are vague, company focused, and only have meaning to company employees. Quick Test 2 lists some good practices that I have found to be effective for creating words that sell.
Comments? I would love to see your Best Practices and Worst Practices for establishing selling words. Also, do you have some clunky selling phrase that you can share?
Send to a co-worker using the buttons below and see how he or she rates the company.
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