One of the things that I love about my work is that I never know what I’ll be writing about next. Last October, for example, I wrote about 14 different products and services, including real estate short sales, wedding photography, architectural railing systems, window shutters and IT consulting.
One thing that I’ve learned from all this variety is that marketing writing is not just for the glamorous, easy-to-get-excited about and readily-understood products and services. Sometimes it’s the less “exciting” products and the potentially confusing services that need great marketing writing the most.
|BORING IS IN THE EYE OF THE BEHOLDER
As a marketing writer, I write about a wide range of products and services. Sometimes when friends ask me about my latest projects, they seem surprised that I can muster excitement about a given topic. But to me, “boring” is in the eye of the beholder. If a seemingly “dull” product solves your problems or improves your life, these benefits – and the product that brings them – are anything but “dull” to you.
Turning Ugly Ducklings into Beauty Queens
No matter how unglamorous your product might be on the surface, focusing on the “inner beauty” of the benefits it brings will always make it shine. Here are some examples from my client files:
- Durable and Odor-Free Commercial Diaper Pails – Who can get excited about diaper pails? You would… if you were running a child care center and had first-hand experience with pails that not only leave the entire facility reeking of dirty diapers, they also fall apart after a few months’ use.
- Pre-Printed Forms for Dental Offices – Dental office managers might be hard-pressed to get excited about laser statement forms. But once they understand how pre-printed, perforated forms save money and speed payments, the “boring” factor starts to fade away.
- Medical Lien Funding – This is a way for accident victims who do not have medical insurance to obtain immediate funding for medical treatment. To most people, an obscure financial product. But a real godsend for an injured car crash victim who needs surgery now – not months or years from now when his court case finally settles.
- Telephone & Internet Carrier Services – A decidedly dull topic…until you find out that there’s no extra charge to have an expert manage your business’ carrier services for you in such a way that you pay less and get better performance, hassle-free support and an optimized technology environment.
CUSTOMER SPOTLIGHT: JANIBELL
Janibell makes a line of advanced waste disposal solutions, including the commercial diaper pail that I wrote about above. As it turns out, though, child care center operators are not the only ones who can easily get excited about Janibell’s products. When operators of assisted living facilities are shown how putting a Janibell waste receptacle in each patient room can save them $1,050 per week in labor costs, you can bet they get excited, too! Wondering how savings of this magnitude are possible? Take a look at page 3 of the Janibell brochure that I wrote specifically for the nursing home market.