Talk It Up: Raising Awareness About Your New Product
Over the last six weeks, I've been sharing copywriting and marketing tips on how to make the most of your marketing campaign when releasing a new product. I've talked about landing pages, social media marketing, and special pages to write, just to name a few.
Today, I'm sharing tips on promotional copy for your email signature and the "elevator pitch".
Let's start with your signature line. Just a few key points here.
Keep it short. Think Twitter, but with half the attention span. Long email signature lines make an email chain cumbersome, so keep the promotional blurb to a brief sentence or phrase, no more than two lines of your email signature.
Entice readers. Get readers interested and wanting more information. Don't give away too much information; instead, give them enough to stir their interest and get them to go to your website for more details.
Add it to all of your signatures. I send emails from four "locations": my desktop computer, laptop, phone, and webmail. So, to make the most of my marketing efforts, I would want to add promotional copy to each location. That way, I could get the word out no matter what platform I'm writing from.
To make your product's release date as stress-free as possible, prepare your new signatures a few days in advance. That way, you're not rushing through this process on release date trying to wrack your brain for something intelligent to say and potentially skipping this step altogether. On your product's release date, just swap out the old signatures with the new ones.
Let's move on to the elevator pitch.
There are several different versions of the elevator pitch you will want to prepare: an abridged version (brief sentence), the regular version, and the extended version.
If you had the opportunity to talk about your new product with an influential figure who had the ability to help you grow your business to the next level, but you could only describe it in one sentence, what would you say?
Then, if you hooked him and he said, "Tell me more. I'm listening," what details would you add?
A trick in fiction writing is to write what the book is about in one sentence. If a writer can't write it in one sentence, he doesn't have a firm grasp of what it is about. So, take some time and write down key points about your product. What benefits does it provide? Will it save customers time, money, or headache? Think in terms of the issues your ideal clients are having and how your product or service can help solve those issues.
These are things to think about when you are preparing your elevator pitch. Get people hooked with a brief sentence. If they seem interested, continue with the rest of the regular pitch, and when they ask for more details, give them the extended version.
Again, writing these in advance will allow you time to think them through and improve them. If you wait until the last minute, or try to wing it, you risk losing the person of interest. Also, if it sounds like you don't have a firm grasp on what your product is about, you won't inspire any confidence in the people you're talking to.
So, take time to think through what you want to share and how you can get people interested in what you have to offer.
Stay tuned for more tips on the marketing campaign checklist. In the meantime, let me know what you think of this series and what topics you would like me to cover in upcoming articles. Talk to you soon!
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