Looks - if you get the design and imagery feeling right, you've started communicating before the viewer has even read a word.
It might be the number of letters on a page, the visual impact of the pictures, the colours, the typefaces. Let's face it, a pre-school play group shouldn't be using the same approach as a cutting-edge manufacturer of sharp instruments.
Excuse the pun.
The personality - it's absolutely vital for any business to have one. We persuade clients to think long and hard about why they would buy from themselves, if they were the customer. And if they don't know why, then maybe they shouldn't even BE in business. Are they the cheapest? The friendliest? The quickest? Do they have the best range? Or something unique that only they can supply? Are they good people to do business with? Would they recommend themselves to someone whose opinion they value? And then we take that special thing and make it a central part of their offering.
And it's about the language we use. We are award-winning copywriters with a great understanding of the psychology of selling. We avoid jargon and assumptions that the client's own customer knows everything about them, but provide levels of knowledge that take the viewer through increasingly detailed information.
And getting engaged.
No, we don't marry all of our clients and we're not suggesting they do either. It's all about engaging the customer in the buying process - getting them to look to buy from you, rather than being sold to. It shouldn't be hard. We're all customers of someone somewhere, from the supermarket to the car showroom to the clothes shop. We turn that back on our clients and make them analyse what works from them and make sure they are as engaged in and excited by the marketing process as we are.
(Marketing types are the worst at
blowing their own trumpets. We know this is a simple website, we have
it only so we can keep it updated ourselves with little fuss. We spend
the rest of our time selling our clients' businesses, not developing
flash whizz-bang material for ourselves. It doesn't mean we can't, or
that we haven't done so for our own customers. When we get the time
we'll update this website - we have a much cooler one that's been 'under
construction' forever, but frankly, at the moment our business comes by
word of mouth through satisfied and loyal customers. Until we have to,
or until we get snowed in for a week and can't communicate with the
outside world, we're not going to distract ourselves from our core
business and finish it. But one day, we will.)
