How to write marketing copy

What is the difference between a sandwich and a loaf of bread?

Dear Tim,

My marketing sucks, last month I created a brochure that I thought was awesome, it had some really technical words that I looked up in the dictionary to make sure I spelt it correctly, used fancy images and made sure my phone number was clearly visible, and include all my business qualifications in my copy. But the phone hasn’t rung yet.

If I don’t get appointments soon I’m afraid my dream of having a business will have to be put on hold and go and get a part time job to fund myself until things pick up.



Dear Confused.

You have obviously created promotional material that you thought was great but didn’t take into consideration what problem the reader may have that you can fix. One likely reason for this is that you created something that appeals to you, rather than your potential customer. This is a very common marketing problem.

Fact is there can be a difference between what you like and what your customers find appealing. Too often we try to sell how great we are in our marketing instead of what problem we can solve.

No one cares how we do it; customers just want their problem solved. Effective marketing starts with an understanding of your target market. Who are they? What problems do they have? What is their motivation for wanting what you have?

Stop advertising your “bread for 99 cents” and start focusing your marketing message to how your customers can “create wholesome sandwiches served on freshly baked organic bread”.


Tim Stannage

Business Consulting and Marketing Strategy

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