Get at the emotional heart of the issue.
Avoid strings of pat phrases intended to shorthand a series of
benefits (world-class enterprise-wide solutions bundle). Fight off the
committee that came up with these jargon-jammed slogans. These phrases
make sense to your team, but not to customers.
Build marketing text out of nouns and verbs, keeping
adverbs and adjectives to a minimum. In this way, you will avoid the
Ban the mission statement from the home page, demoting it to some
minor sub-section, or deleting it completely. Why bore customers?
Write like a human being, not a corporation. Compared to big
buildings made out of glass and steel, people are more convincing sales
Do not get too polished. It is OK to ramble at times, to repeat
your main point.
Mention details from your own life. Customers find you
interesting, and gauge your reliability by what you reveal about your
own experience, background, outlook.
Show your face. Include your photo, when speaking directly to the
Be informative, realistic, and enthusiastic, so that customers feel as
if you are honestly excited by your product.
Admit problems or drawbacks matter-of-factly, offering
workarounds as kludges, not fantastic benefits.
Make promises that you know your companies can really keep.
State a unique selling proposition for the company, or for each
individual product and service. Show why I should buy your product, not
one of the competition's products. Differentiate.
In product information, include photos, screenshots, or
diagrams of the product. I can see what I will get.
In product information, connect concrete benefits to each feature
mentioned. Do not just list a bunch of features. Show me how each
feature would do me good.
When the product is new, unfamiliar, or complicated, show how it
works, with animation, a tutorial, or a series of diagrams.
Offer a complete set of specifications in a data sheet for each
Offer direct links to original reviews (rather than just snagging
some quotes out of context).
Offer quotes from happy customers-ideally, with their names and
Offer stories of your successes, or case studies.
Include a direct comparison with the competition, pointing out
To answer common objections, address questions, or suspicions
explicitly, rather than trying to get past the objections by
exaggeration or implication.
To give managers more context, and make the extended argument for
the product, offer white papers, web conferences, or
Mention and link to customer assistance, documentation, bug databases,
and other support materials, without embarrassment. Go for complete
Make clear what action the customer should take next.
Make it easy to buy, from every page.
Give me an incentive to buy right away.
For potential customers who are hesitating to commit, offer something
for free: a demo copy, a white paper, a tool, to keep them
See: Hansell (2001),
Henning (2000a, 2000b,
Capital Group (2001), Locke
(2001), Price and Price
(1999), Sawhney (2001),
Sawhney and Parikh
(2000), Sawhney and Zabin
(2001), Usborne (2001a, 2001b,