Artisan Marketing Communications offers clients PR and marketing communications advice, practical support and implementation.

Wednesday, June 27, 2007

How to use online copy to differentiate your service

I am writing copy for a client's Internet site and quite aptly I came across a very useful article by Dan Wilson, principal of Brand Etc on my regular e-mail newsletter from Wilson Web.

I have been receiving Wilson Web newsletters for quite a long time, but I only scan them, if that, before storing them away.

Luckily I read the current one on differentiating a homepage. Dan advises:

Differentiation in the First Paragraph: The first paragraph of your home page should explain concisely what you do. The next paragraphs should set you apart.

Find Your Differentiators: What do you offer that your competitors don't? What do customers get from you that they can't get anywhere else?

Build Emotional Impact: Now put yourself in your customers' shoes. What motivates them? What solutions do you provide to ease their pains, alleviate their fears, and help them reach their aspirations? What resonates with your target audience? What is your customer's world like without you? How will their world be better with you in the picture?

Chart Your Undiscovered Advantages: Which of your company's best differentiators are hiding in plain sight, waiting to be discovered? Dan mentions a product that only realised it's unique selling point after 10 years in business.

Five Tests of a Strong Message:

  1. Is it important to the customer?
  2. Is it unique to this company, product, or service?
  3. Is this a sustainable competitive advantage?
  4. Is it memorable?
  5. Is this advantage easy to prove?

The complete and unabridged article on differentiating your home page click here.

It is not complicated stuff I agree, but useful reminder and there are some really insightful entries for those that are more Internet minded.

Just click on to Wilson Web to subscribe.


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