A case study: You have a way with words

We humans are such a narcissistic, self-absorbed bunch, aren’t we? When there’s something to say, we just can’t help talking about ourselves – even when we try to focus on others, In the movie Beaches, Bette Midler’s character, CC Bloom, reveals this characteristic when she says: “But enough about me, let’s talk about you…what do you think of me?” If we don’t make a conscious effort to focus on others, all our marketing messages will sound like they’d been written by her! The people on the receiving end deserve better. Many of us still have a desire to focus on others first. Consider this well-intentioned, real-world example inspired by one of our customers (a printer just like you!) This printer wanted to proactively to encourage clients to use the tools he offers through his website to make it easier to buy printing from him. His request illustrates a case study of how to turn a “me” focused marketing message into a “you” focused message.

Recently a customer reached out to us and asked: “I’m beginning to market our software to more of our current clients. Below is a bullet list of benefits. I’m not the best with words, so please let me know if you would word anything differently.” His email message served as his starting point to approach his customers. It appears below:

“Hi [name]. It was a pleasure to meet with you last week. I’m super excited to recommend our new web-to-print software to [customer’s company name]. [Printer’s company name] is providing this portal to only a select few preferred customers. Here are a few of its benefits: (1) Site can be customized with client’s logo; (2) Security via individual login and password; (3) Real-time proofing on variable-data projects minimizing errors and improving production timelines; (4) Re-order Library to order re-occurring products with quantity options; (5) Locked templates guarantee branding consistency; (6) Multiple payment options such as purchase order, COD or credit card. I was hoping to set up a webinar demo for your team. We look forward to continuing our partnership with [customer’s company name] in 2019!” Reaching out to customers in this way makes for a good message. But with “you-focused” attention, it can become a great message.

Changing focus from “Me” to “You”. Rachel Nies is the Marketing Director at Marketing Ideas For Printers, and she definitely has a way with words. She looked at our customer’s message through her “you-focused” lens and re-worked it. Here’s her version of the same message:

“Hi [name]. It was a pleasure to meet with you last week. I’m super excited to recommend our new web-to-print software to [customer’s company name]. [Printer’s company name] is providing this web-to-print portal to only a select few preferred customers, and you’re one of them! Here are a few of the benefits your team at [customer’s company name] would enjoy from getting started with it: (1) Your team can order printing from a customized web page with your logo, so it looks and feels like you have a printing department right within your business! (2) You’ll enjoy peace of mind with the security that comes through individual logins and passwords. (3) You can minimize errors and speed up production timelines with real-time proofing of variable-data projects such as business cards. (4) A Reorder Library makes ordering as easy as saying “I’ll have my usual, please.” Reorder re-occurring products with quantity options quickly and easily. (5) Your team will appreciate the ability to guarantee branding consistency and the look and feel of all of your print products with locked templates. (6) You’ll enjoy painless payment options such as purchase order, COD, or credit card. [Name], having your own private printing portal means you can take care of your print ordering quickly, so that you can get back to doing what you do best at [customer’s company name]. If you’re interested, I’d be happy to walk you through a 10-minute webinar demo to show you more. Let me know if that would be of interest to you. We look forward to continuing our partnership with [customer’s company name] in 2019. Happy Holidays.”

With just a simple shift in focus, the message is now all about the customer instead of the printer. Rachel’s words can be a starting point to help you sell more printing. Always double-check to make sure all your marketing messages are “you-focused.”

 

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