Is Your Freelance Marketing Message Clear?

As someone whose freelance writing business relies on new media and nontraditional marketing channels, I’m fascinated by how local small businesses market themselves and how they grow. It’s interesting to me to see, for example, the local bakery grow from a simple little shop into a company that produces pies for every grocery store in a 100-mile radius. I think my fascination comes, in part, from the fact that the way I get my clients and grow my business is very different than a local marketing model.

What are you telling potential clients about your business?

At any rate, there is a local heating and cooling company about a mile and a half from my house. I pass this business every day. In my former life as an IT guru, I even did some side jobs for them and set up their network.

This business has the traditional light-up sign with removable lettering out front. For the past several weeks, this is the message that’s been on that sign in big black letters:

GROUND SOURCE

HEAT PUMPS

FREE ANALYSIS

Now, I’ll admit I know very little about the world of heating and air conditioning. I’m an educated man, but I’m afraid I can make very little sense from this message. I get that the business is willing to analyze my ground source heat pump for free, but I have no idea what a ground source heat pump is.

I’m not even sure there is such a thing as a ground source heat pump. Is it a device that sucks heat out of the very earth itself and uses that heat to warm your home? Some kind of geothermal device? Maybe. But as a consumer, I can see no benefit of the free analysis, based on the message on that sign. I haven’t called, and won’t call.

Components of a clear marketing message

There is another small business a few miles down the road. This one sells windows and doors. Their little lighted sign with the arrow on top says this:

FREE ENERGY EFFECIENCY ANALYSIS

TAX REBATE UP TO $1500

Now, apart from the fact that they misspelled “efficiency,” this message is effective. Why is it better than the other one? There are at least three reasons:

1. It’s understandable. There is no technical jargon I need to interpret.

2. It’s benefit-rich. It tells me why I should call – because I could save $1,500.

3. It’s relevant. We’re exactly a month away from the April 15th deadline, and while the tax rebate wouldn’t kick in until next year’s taxes, you better believe that taxes are on everyone’s mind right now.

So, when you’re trying to round up clients, think about your marketing message. Make sure it’s clear, relevant and benefit-rich. Ironically enough, telling a customer that your copy is “benefit-rich” probably won’t do much. Telling your customer that your copy will “increase their sales,” however, will.