Online & Print Copywriting
Someone asked me a question this week: What do we, as a company, need to do to sell more to our customers?
What could they arm their reps with to sell more to new and old customers alike?
More promo's? They'd already given away over $600,000 in total stock in the past three months. Yes, they'd sold more product, but wanted more return, or GP.
Lower prices? He actually said we're already on a race to the bottom due to the competition doing the same. It's not ideal, but they need to compete in a market where everyone is dropping prices for market share.
Freebies? Again, like the promo's, it involved giving product away. Even something like a calendar was deemed over the top, or not worth the investment.
So what's the answer?
You've probably figured, the company is a huge, worldwide operation. And yet even they were struggling for answers. So, this is where you need to go back to basics — to the very start of what it is you do. Or, more importantly, what you do differently.
They compete against similar large, professional manufacturers, as well as several smaller "new" companies. And the more we talked, the more I realised they had something incredible going for them. Their products are always made to the original manufacturers' specification and approvals. It turns out they never, ever deviate from that standard of quality.
To meet the approvals and specifications, set by an original manufacturer, is expensive to do; hence why a lot of other companies don't have them tested and approved.
As he rightly pointed out, if they don't make it to exactly match what is required, there is no warranty for the end user. Boom!
So that's their Unique Selling Proposition.
Without badmouthing the opposition, they can concentrate on offering the very best products and service, and advertise with complete peace of mind. If their product is slightly higher-priced, it should be. No question. Own the price if it's warranted.
So all marketing, and training, should be centred around their (almost) unique position in the market. Their customers are covered by warranty whenever they buy from them. Realistically, that should be worth more.
And even when Joe Bloggs is able to knock up a similar product in his back yard and sell it for less? Give them enough rope... they'll disappear.
More soon, it's a very busy time.
Ben Vaughan — Conversational Copywriter
Based in Australia, and specialising in social media & marketing, website & brochure copy.
Let me look at your business, show me where it is now and where you want it to go, and I'll write the copy you need to get there.
From the love of communication, and a constant need to learn, I decided to use my copywriting skills to help give businesses like yours a necessary edge.
I write constantly, for business and pleasure, which is important for both us.
I also write poems for the Best Man. Seriously. Need a speech? Get in touch.
Take the positives of every situation, and convert that into beautifully conversational, social media savvy, sales copy.
Boom, you're selling!
This is a new era, people don't want to be forced into buying stuff they don't need. Grab their attention, talk to them like a friend, and sell to them like it was their idea.
Don't wait to find out what happens when another business gains an edge. Let me help you today.
Simply call on the number below, fill in the contact box to the left, or email me at email@example.com
Pacific Pines, Gold Coast, QLD, Australia
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