Here it is. The place where I get to comment on a subject I care about intensely – content. Words in other words.
How do you find your ideal customer? In the ideal world, you would conduct extensive research.
You would learn about your target customer’s likes, their interests and occupation.
In the real world, you may only know what pain point your product or service addresses. From that though, you can figure out what features would be attractive, and write about the benefits of buying your product or service.
Often, you need to go mass market, and spray and pray, which isn’t ideal, but it does work on volume.
A real example would be 23andme, a genetic testing service, which I signed up to a few years ago. Why? It promised to give insight into what health conditions may affect me in later life. Plus it was on a special offer.
The company tested my DNA sample, and I got to look at the findings by logging onto their website.
There was little to keep me going back. After all, there’s only so many times you want to read about an elevated risk of developing Alzheimer’s.
I quickly forgot about 23andme (no pun intended). (more…)
I like to believe I’m a copywriter who understands my client’s industry and business, but what exactly is the difference between a gaffer and a best boy?
Fortunately film critic, Antonia Quirke has made a series for BBC Radio 4 – Quirke’s Cast and Crew, where she explains who does what in the film industry. In the first episode, Gaffer & Best Boy, she talks to members of the film crew responsible for all things electrical.
Ever wondered how a product gets to be awarded ‘the world’s best’? It’s not a level playing field – yes, each product has an equal chance of winning. But not every product is going to enter, and the common mistake we all make is focusing on competition that isn’t even there.
Most businesses aren’t doing anything to win awards, so they’re not competing with you. They are run by business owners who too busy honing their sales techniques or getting to grip with their finances.
Often the business that wins an award is simply, the one that found the time to enter.