Whether your marketing copy is sitting on a website, in a blog post, an email, or a brochure, it is speaking volumes about you in your absence.
Is what you’re saying or the way you’re saying it turning away business?
I call this piece Business Lessons from the Cat because as we were searching for and adopting our now three loving kittens, I learned an awful lot about marketing from a feline perspective. After all, cats waiting for adoption must be marketing masters if they want to find that purrfect forever home (aka land the ideal customer). This article is the first in a series.
As we sat on our couch pouring over Petfinder looking for local cats available for adoption, we spent many hours reading the descriptions and pondering who we might like to meet. Once you get past the demographics (age, breed type, and sex), the rest is pure sales copy. As such I expect it to be informative, accurate, and give me insight into what I might expect should I choose to “do business with” (aka meet) the cat.
I realize that cat foster organizations are volunteer run and overstretched. They do amazing work in the world and I am grateful for that as a cat lover. That said, some of the copy I read made me shake my head and scream “You’re doing it all wrong!”
Here are the top 5 mistakes I saw the cats make while marketing themselves via copywriting:
If you tell me nothing about you, how compelled will I be to meet you? There’s zero know, like, and trust factor happening and you haven’t even given yourself a fighting chance beyond your photo.
What sells cuteness better than a photo? Whether you’re a cat looking to be adopted or a service provider, pictures engage, tell a story, and make you instantly more appealing and approachable. [Read more…]