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Why Your Copy Shouldn’t Be Compelling

September 1, 2017Lori Rohrbach

Ready to rock your marketing world? Your copy should not be compelling – that’s right – it should not be compelling … at least, in specific circumstances. For instance, your copy should not be compelling to:

  • People who are never, ever, in a million years, going to buy from you. Why should you care if they are mentioned, moved, or motivated by your marketing copy? If they’re not going to buy, you’re wasting your words.

 

  • People who are neither decision-makers nor influencers. For instance, your ad might make a retail employee think that your product is the best thing since sliced bread, but if that person has zero influence or say in a purchasing decision, they are not your target.

 

  • People who can’t afford your product or service. Quite frankly, if you make someone salivate over your offering but it is way out of their price range, they might even feel like you pulled a bait-and-switch on them.

 

It’s not uncommon for a company executive to want a marketer to write to one or more of these audiences. The reasoning is usually, “Everyone can use our product!” (No, they can’t.) “These are the people who will benefit from our service!” (That may be true, but if they aren’t the buyers or influencers, it doesn’t matter.) “We want people to know that we’re best-in-class!” (If they’re in the market for a Volvo, don’t have them test drive an Audi.)

When you write to people who are not your target market, you often end up watering down your copy so that it isn’t compelling for anyone – including the people you really want to reach. Or, you are compelling, but to the wrong people … again, totally missing your market.

So don’t worry if your copy isn’t compelling to all people all of the time. It shouldn’t be. It should only be compelling to the people who are your ideal customers.

 

Author: Paula Marolewski

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Eight Work-From-Home Etiquette Tips

Eight Work-From-Home Etiquette Tips

 

Whether telecommuting is old hat or something you’ve been forced into as part of the COVID-19 shutdown, here are a few tips to make the experience run smoothly for both employers and employees.

 

Managing expectations

Successful work-from-home strategies always begin with clearly communicated expectations. Make sure your employees have any necessary equipment, tools and resources.  Will they need to track their time? Participate in regularly scheduled meetings? Be available at certain times of day? For employees, know what you’re accountable for and clearly communicate any challenges you’re having.

 

Constant communication

Keep the lines of communication open and be accessible. Check in with employees regularly through apps like Slack, Microsoft Teams, Google Hangouts and Skype, or even an old-fashioned email or phone call. Be genuinely interested in how they’re doing but don’t overdo it. Foster a feeling of trust by not micromanaging.

 

Nine to five…ish

While having a daily schedule is ideal, it may not always be practical right now. Make sure your people know when you need them to be available and try to offer flexibility at other times. They may be juggling school schedules as well as work schedules and working at “off-shift” times may be necessary. Be mindful of employees in different time zones as well.

 

For employees, try to work when you’re at your best, and not when you’re exhausted by kindergarten playtime and fourth grade math. Make sure people know if you will be unavailable at certain times.

 

Taking a break

Getting up and moving clears the head and helps with creativity and problem-solving. Whether it’s a walk around the block or a break for lunch, make time to get away from your desk throughout the day.

 

Signing off

Working from home does not mean being available 24/7. Set an actual end to the workday if possible. Don’t send and respond to messages at all hours. Sign out of messaging apps and close work programs. Understand and respect these boundaries.

 

Location, location, location

When setting up a home office, think about where you will have the fewest distractions – for yourself and for those who may be seeing you and your background on a video conferencing platform. Try to avoid busy spots that may include semi-clad people walking behind you, barking dogs and kids vying for your attention.

 

Conferencing and calls

Be clear about whether you expect people to turn on their cameras during meetings. If so, be clear about how they should be dressed. During calls, mute your phone when you’re not talking to avoid background noise. Headphones can also help with call quality. When speaking, pause frequently so others can participate in the conversation.

 

Social engagement

It’s ok for managers and employees to have some down time together, which may help ward off feelings of isolation. Keep up your normal level of interaction, perhaps with a virtual coffee break or happy hour. Managers should set the tone for how casual to be. Let employees choose what they would like to share, and never pry into areas that were off-limits before.

 

 

Author: Erin Alderfer

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