More important than what you need to say is what you don’t.
The cost of your widget is necessary to communicate, but saying how it will change the customer’s life isn’t. If it’s true – that what you’ve created has that level of impact – well, that impact speaks for itself and by extension, your customer will speak about it for you.
“You’ll never feel the same about X again.”
“You’ll never go back to Y.”
“Z is life changing.”
They are statements better left unsaid by the brand and, instead, felt by the target.
Stay Positive & Are You Saying What’s Necessary?
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Garth Beyer is a Certified Cicerone®, Product Marketer, owner of Garth's Brew Bar and a Madison-based freelance writer.
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