The #1 Killer of Copy
There’s a killer on the loose, and it’s coming for your website, email, and ad copy.
It’s not a lack of creativity. It’s a lack of CLARITY.
People aren’t able to understand what it is you’re saying, what you’re selling, and why your product or service is the one they should buy. The best writers and brands in the world know this.
“Marketing is about values. This is a very complicated and noisy world. We’re not going to get a chance to get people to remember much about us. No company is,” said Steve Jobs.
“We have to be really clear on what we want them to know.”
Steve said this in an internal company speech after his return to Apple. At the time (1997), their market share was in the toilet. This line and his speech was the start of Apple’s “Think Different” mantra. And it resulted in some of the best ads about products ever produced, all of which are super clear.
Take this one, for example.
This image is from the excellent Marketing Examples Twitter account run by Harry Dry (this is where you open another tab or the Twitter app on your phone and start following this account).
As Harry points out, people want to know what you can do for them. “The world’s first portable digital media player” is a factual title. But that’s about Apple.
“1,000 songs in your pocket” is about you. What you’re selling and why have to be easily understood. If not, it will be hard to get people to purchase.
But clarity starts before you write a single ad. Clarity is required in an organization’s purpose and what solution they are providing to a market.
In an interview with Intercom, April Dunford, positioning pro and author of “Obviously Awesome”, says a lack of clarity in positioning is a common mistake, particularly among startups.
“[Positioning] is actually the definition of your go-to-market strategy,” she states.
“This is the market we intend to win. Here’s how we’re going to win it. These are the customers we’re targeting. These are big business strategy questions.”
But companies often get bogged down in everything they do versus focusing on what they do best, Dunford says.
“I think it’s important for SaaS companies to get their best stuff out front. Then you’ve got lots of time later to do the checkbox for the nine million other features you’ve got. You can worry about that later. If people understand your core value and your core differentiators, then you’ll stand out on your own from all these other folks who are like, ‘Hey, we’re everything for everybody.’”
To sum it up, clarity prevents confusion at both an organizational level and in your marketing.
Be clear on what you want people to remember.
Be clear in your marketing copy.
And be clear on why you’re the best solution.
P.S. If you made it this far, thanks! But also: did I forget something? Make a crap argument? Overlook a key detail? Please let me know, because I’d love to learn more!
