Because public elementary schools taught us that stories needed to first introduce an idea, then build it up, next hit the main point and finally, summarize—that’s how we write everything. Even if the objective of the written piece is to get an idea across in as few words as possible, we still go through the story-telling motions.

The story-telling formula is a great way to create local online marketing that’s ignored.

Break the story-telling habit

Why should you care how you present your business benefit… isn’t it important to get the benefit out to your clients and potential clients?

Yes… but, that’s the point. Most of your readers will never reach that third paragraph if you don’t tell them what they get when they do business with you. Even if you have the best local SEO keywords, they’ll go to waste because your Web page won’t get read.

I’m amazed at the number of small business owners justify writing that misses the mark by telling me that when they had others people read the piece and they got the point. Well, most of the time the people who proof and edit a marketing piece before it goes out are friends, family or people who work for you.

I promise you… your customers will not read a Web page or e-mail from you like your admin who relies on you for a paycheck. Because, as I mentioned earlier, your customers are primarily interested in knowing what’s in it for them and if you don’t tell them up front, they’ll stop reading.

Three types of readers

Readers generally fall into three categories—people who methodically read every word, people who scan or people who jump around. No matter which type of reader lands on your site, you have to give them a reason to keep reading if you want them to look at your pages.

My personal reading habits lean toward the jumping around, BUT I have become a methodical reader to get ideas on what to do or what not to do. Even if readers are compelled to read one word after another, if they’re confronted with a block of boring, unnecessary copy, they’ll move on.

Scanners will usually pick up every four or so words in a sentence. If one of those words doesn’t capture their attention, they’ll stop reading.

People who are jumpers may look around based upon graphics or something else that gets their attention. They may read the headline, then maybe some bullet points. Again, if there’s nothing to intrigue them, they’re on to whatever is new and shiny.

Create local online advertising that gets read

If you write copy that is benefit-driven, you’ll have a better chance to get readers to gobble up every word.

Imagine how your product or service would benefit your clients, and make sure that the majority of your written words deal with this.

What do you think? Share what your favorite methods are to writing compelling marketing copy that gets read!

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I love words, which is a very good thing if you’re a writer like me. Some days I can spend hours on the ‘net searching for intriguing things to read. When it comes to fiction, I like fast-paced action that puts pictures in my mind so that I can follow along in my imagination.

But, as a business owner, I also have a preference when it comes to business or marketing writing. Instead of intriguing, I like direct business communication.

Tell readers what the benefit is for them

I applaud the cleverness of the ad writers who came up with the “Real Men of Genius” commercials for Bud Light (I think that’s the beer). More than once, when I’ve arrived at my destination and one of those ads comes on my radio, I will sit, listen and laugh along in my car wasting gas. I just love those ads!

But, you’ll notice that I’m not quite sure which beer company those commercials represent. I’m caught up in the crazy song and narration that celebrates the common man… which I’m sure that the beer represents. But, I can’t be sure that I remember the beer.

What does my little story tell you? That the company doesn’t speak to me with any benefit that will make me want to run out and buy the beer, even though I think their commercials tip the “clever-ometer” scale.

Local online advertising should be benefit-focused

As a business owner interested in generating local clients, you must tell your readers specifically what they will get when they use your services—tell them the benefit.

By the way, you won’t find customer benefits in any of these phrases:

“We’ve been in business 20 years.”

“Come see our new, updated facility.”

“You’ll love our quality apparel.”

But, you do find it in these phrases:

“You can count on us to support you for the long haul, because we’ve been in business 20 years.”

“We are now centrally-located for your convenience in a new, updated facility.”

“You’ll get your money’s worth because our quality apparel lasts a long time.”

Fill in the blanks

Do you see the difference between the two examples? You’re telling your customers and potential customers exactly what they are getting from the business and product features, rather than letting them fill in the blanks on their own.

Don’t leave things unsaid, because you never know what people will think, or not think. Today, the latter is probably what will happen. As a culture, we are so busy that when we scan ads and e-mails, if it’s not said in the e-mail then we don’t think about it. We might say to ourselves, “Oh—they moved… that’s nice,” and the whole reason why the move is important to the reader is missed.

On the other hand, you might believe that saying “quality apparel” says it all. It doesn’t, because there are different reasons why the customer wants their apparel to be of high quality. Maybe, like in our example it’s a money saving move—or, because quality says that the wearer only buys the best quality—or maybe it translates into comfort, “Our quality apparel never bunches around your waistline.”

Make your local web marketing clear

As you can see from the examples, you must be specific for your marketing to be terrific. Make certain that your readers know the benefits of doing business with you or buying a particular product and you’ll be creating customers for life, instead of creating fans who don’t mind wasting gas to hear your funny ads.

Tell us your opinion… which ads are most memorable–clever or clear?

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