Same post as yesterday, just testing out the twitter feed feature. I apologize. Anyway, here’s the link to the white paper / case study Web Case Study
Is messaging easy? Not if it is done right. The old saying goes: If I had more time I would had made this post shorter! The shorter and fewer words, means more time spend to think through what you really want to say. Also, a very smart person that I know, once said, “perfect never is”.How true that is, particularly for copy writing. When do you reach the point of diminishing return? Or, maybe your customer in the first place never cared as much as you did? So here’s an interesting case study. Highest level message for a particular company.
All You Need to Confidently Design, Test, Measure and Monitor. For more than sixty years, engineers have turned to ”the company” for test, measurement and monitoring instrumentation to solve design challenges, improve productivity and dramatically reduce time to market. You can always count on us to give you the domain expertise, innovation, performance, practical advice and quality you need.
That’s 396 characters including spaces. Takes 30 seconds to read. Good for web, highest level value proposition. Let’s analyze:
All you need = we provide you with everything you need, hardware, software, service, support, people etc.
Confidently = many company do the same, but in our results you can trust, why?
More than 60 years = evidence, reassurance, testimonial, don’t just listen to us, look at your peers
Solve design challenges = what the company does
Increased productivity and reduced time to market = the value proposition (not unique)
You can always count on us = yes we are a company, but more importantly we are people, not a pile of bricks
Domain expertise, innovation, performance, practical advise and quality = the highest scoring differentiated brand attributes
Practical advise = we are people, who are here to help you out
As you can see from the above, every single word means something, either explicitly or implicitly, and every word chosen is done so for a very particular reason.
It’s interesting how little things really change in marketing. New things comes and goes, but the fundamentals stays. Here’s some guidelines that are still highly relevant today, that I provided my team, a long time ago, when I was managing a European marketing communications team.