Welcome to the first edition of our brand new weekly blog series, Marketing Myths. Each week’s installment of Marketing Myths will aim to bust a commonly held belief about marketing. Last week, we busted the “Telemarketing Sucks” myth.
This week’s myth = People Read
If you look at examples of great advertising from bygone eras, one thing stands out. There is always a lot of words.
Good copywriters could make or break an ad. And they sure got to write a lot.
Judging from that, it seems like customers used to read. They don’t anymore.
The problem is, most companies still think that people want to read their marketing and promotional materials. They send big, bulky catalogs on the mail, and four page letters, and fill up every inch of free space on their website with more words.
They write and write and write some more, thinking that if they explain every detail of their product to me, I’ll be more likely to buy it. And not just me, because other people might be buying it for different reasons, so they need to include all that in their copy as well.
People don’t want to read your marketing materials. What they want is to know, “will your product solve my problem and how?” Companies that can answer that question in as few words as possible will win.
Say just enough to answer that question and no more. Even better – use videos and images, offer live chat or a sales line, or let people opt into more information if they want it.
Just because something is written out, doesn’t mean people will read it. The sooner marketers understand that, the better off we’ll be.
Stay tuned next week for another myth. If you have a marketing myth you’d like me to bust, add it in the comments below.