Combining Direct Marketing Strategies with Web Copywriting For Maximum Impact
There is often a disconnect between what a business says in its marketing material and what a person understands the business to say. This is a result of several issues, including:
1. The business owner or marketing personnel using language or buzz words related to their industry that an outsider may not understand;
2. The business not taking time to carefully think through its marketing copy; and/or
3. The business overestimating the intelligence of its customers.
Assuming the least common denominator when writing your web copy (or copy for any other marketing piece) does not insult anyone. It simply means that you care enough about your customers or prospects to provide them with clear, understandable explanations. You do a service to the world if you write about your business in such a way that anyone can understand what you do or what you sell. Connect the dots.