Guide to Technology
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I Want To Know What Love It
John Hopkins
Take a quick look at the marketing of a number of web sites in your industry. They'll say something like:
  • We're the biggest
  • We're the cheapest
  • We're the fastest
  • We've been around for 80 years
  • We're a family business
  • We provide excellent customer service
  • We do this and that
These are all fantastic but your visitor wants to know what's in it for me.
When you're writing your marketing collateral, blog, newsletter, etc, think in terms of benefits to your reader, not features e.g:
  • You save up to 30% less
  • You cut your advertising spend by 50%
  • You will meet your deadlines
  • You get a money back guarantee
  • You get a FREE ............
  • You don't have to wait
  • You are guaranteed the lowest price
  • You can easily change to us
  • You can easily access your .........
When marketing use words like you, your, you will, you can and forget about we, we're, and we will.
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