That’s because we were greeted with the same ol’ sales talk.
It’s not just boring and predictable, it makes us feel as if someone is speaking AT us, instead of to us.
Take these common headlines:
“We’re a leader in……”
“We deliver premium…..”
“An innovative solution to help you….”
“I empower you…..”
“We’re award winning in….”
I know you’ve seen a TON of these headlines.
Maybe you’ve even used one yourself. It’s standard “professional language” after all. But here’s the thing…
Nothing kills interest (and people’s attention spans!) like cliche.
Our guards go up.
Instead of thinking “maybe this company can help me” we think, “I’ll keep looking.”
We may feel the company can’t be trusted.
Or worse, repulsed.
That’s because as people we like to buy from people, not companies or gimmicks.
And if we dont get a sense of authenticity and humanity, we automatically disconnect.
If we can’t IMMEDIATELY understand what the company’s about and how it can help us, we’re out of there quicker than you can say Google Web Search.
No matter how good the company is, if the copy falls flat the audience will leave and never look back.
If we’re lucky enough to have someone visit our website, we have to grab attention and give them a reason to care in 5 seconds flat.
And once we have their attention – that’s our chance to show why we’re a good fit.
We do that by telling our story.
By sharing our blend of expertise, experience and passion.
By sharing the WHY behind what we do.
By getting them to buy into oour vision and service and product offering.
By inspiring them into action.
Unlocking our story is the key to finding our authentic brand message and creating original, on-point copy that grabs people at the first sentence.
You have a story that no one else can tell.
Are you telling it?