When writing your sales copy, you have to know who are your readers.
Are they end users or decision makers? Are they layman or experts? What is their level of knowledge in your area of expertise? Many of us tend to think that our readers are as knowledgeable as us. We use words that we know and assume they understand what these words mean. While it's true that customers are now smarter and educated, that does not mean they understand the terms you use. If you use jargons, make sure the target readers understand what these terms means. In situations where you are selling to a niche market of technical staff or experts, you should use jargons if these are the standard name commonly used by people in the industry. It's clear and everybody know what you are talking about. But if you are selling to a market where the knowledge level can varies from basic to expert, it's best to use simple words. The experts will know the scientific or technical terms of the things you are talking about. The majority of them will understand. Unless you are selling medical products to medical practitioners, do not use medical terms in your advertisement. If you must, explain what these mean to your readers. Very few people know what Glucosamine HCI, MSM, Chondroitin Sulfate means. Much less their benefits.
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May 2020
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