One of the biggest challenges in creating marketing materials is that we tend to write to ourselves. We use insider jargon and assume that the prospect cares about our business and knows about our industry.
Many marketing materials focus on the business itself and not what the prospect finds important:
ABC Dealership has provided outstanding service to companies in the three state area for over 250 years. As the largest _____ dealer in the world, we have won many trophies at dealer meetings.
While some of this is important, we reframe this to speak to the prospect:
Today's business owners face considerable challenges when it comes to maximizing profitability in a slowing economy. One of the best ways to reduce overhead expenses while increasing your office productivity is by improving the flow of information through your organization.
For the past 35 years we have helped local businesses optimize their profitability. By combining our local team of experts with our partnership with technology innovators like ____ we deliver solutions customized to your way of doing business.
To learn more about how we could help you develop prospect-focused marketing materials, contact us today.
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