Your business might have a dishwasher or you may have even heard of this magical device everyone keeps talking about. But how do you describe what a dishwasher really does to someone?
Well it washes dishes. Duh. Right I can do that in the sink with soap even, and I can even use hot or cold water to do it with, and a special "scouring sponge" helps me do it. The soap and sponge cost me about $3.87. Why do I need to buy this thing called a dishwasher?
The point here is that what seems obvious to your company is not always as clear to the person you are trying communicate with. That dishwasher has to be immediately valuable and interesting.
If you ask the engineers who built it, they would typically start listing functions and features...
Pot and pan scrubbing cycle
Automatically applies soap
Heats dishes and dries them
Shoots water with jets and sprays dishes
Holds over 200 cups, dishes and silverware
-- You see this list. I can do all that myself. There is nothing that I can't do myself. I can scrub with my sponge, I can apply soap when needed, I can dry the dishes with a towel, I can shoot water with my sink hose sprayer thing and my kitchen counter can easily hold the stack of dishes I set on it. WHY DO I NEED A DISHWASHER?
Oh it saves you time, right? What a LIE that is. I have to first rinse off my plates anyways and then wait 45 minutes for these dishes to clean and then unload them all. It's much faster to do them myself. And you want me to pay $449 for this stupid box?
So, let me ask, why do you need a professional copy writer?
It's the answer to our dishwasher question... You need to demonstrate core value and BENEFITS. Otherwise I can draw my own conclusions or make excuses. How's this approach sound?
"This advanced new dishwasher technology system completely sterilizes and eradicates the invisible germs left behind from unreliable hand washing, while leaving your dishes sparkling clean each and every time."
You see here, my ability to hand wash can not always guarantee that I have somehow eradicated germs and saved my family from a trip to the ICU from e coli poisoning. Even if I did it once, can I always guarantee it's truly clean and safe? No.
This is why we really buy a dishwasher. It's not the jet sprayers or time savings. It's peace of mind that I know these dishes are safe and really clean.
So, what are your products and services really about? What do we need to communicate to get those ideas across without wasting time and money?
Working with our professional copy writers at Insyntrix will help your company tell the story it's really trying to get across. Whether it's a script for a video, a brochure, new product or an interactive education module, our team makes your products and services sound amazing.
Give Insyntrix a call and let's take your communications to the next level. |
