Look at the mastheads on two of my websites and you’ll see what I consider the essence of my value to clients. I’ve lived by it for over 35 years in my copywriting career. Because it’s true – and because people understand it immediately. It is:
“The Ability to use the Right Words and the Right Images,
in the Right Order is your Million Dollar Advantage!”
But in the 20+ years I’ve been consulting and coaching those who run small businesses or non-profits, I don’t think I’ve found more than a handful that were able to describe the essence of their organizations clearly and concisely.
What is the essence of what you do?
Can you effectively communicate it in 25 words or less? If you haven’t yet, now’s the time to give it a try.
Incorporate Your Essence Statement Throughout Your Organization
C’mon now…don’t be shy. If you got it, flaunt it.
For example, use it as the opener in your Elevator Pitch. I do, and it works like a charm. It turns your humdrum 90-second snorer of a reply, to a whiz-bang, curiosity provoking, 8-second conversation starter. With my exclusive, "The Better Elevator Pitch", you aim for a dialogue, rather than a monologue.
Use it in your ads. Use it as your tagline if it’s short enough. Put in on your business card, email signature block, website…pretty much anything short of tattooing it on your forehead should be a plus.
Think Conventionally And Fail Like So Many Others
In Chapter 2 of How To Write Copy – “Differentiate Now”, we discuss the truth of Ray Rubicam’s admonition, “The beginning of greatness is to be different, and the beginning of failure is to be the same”.
This truth applies to most things in life, and more than most to marketing strategy. It sets you apart and gives you an edge on the competition. Think of your corporate colors, the look and feel of your facility, the way you show appreciation to your customers, the appearance of your staff, any many more.
The same goes double for your copywriting.
“The words you use are the #1 determinant of success in marketing – even more than the money you spend on it.” The prestigious Wharton School of the University of Pennsylvania conducted an exhaustive study of marketing and concluded that what you say is more important even, than what you spend.
Learning copywriting has two benefits then…saving money and making money.