There’s this famous quote by David Ogilvy (one of the best marketers in the 1950s and 60s). Goes like this:
‘The customer is not a moron. She is your wife.’
And he was right. Because what can you do to your wife? And women in general?
EVERYTHING.
You can throw them in a freezing cold ocean. Take them to see Santa Clause at the North Pole. Throw olive oil over their hair. Take them to a 2-star Michelin restaurant to eat sushi. Even lock them up in a dirt-filled toilet for 3 days straight.
BUT… there’s one thing you can’t do to them.
And that thing happens to be the mortal sin of marketing as well…
Being boring.
Women hate that. Your customers hate that. Basically every human hates that.
And for good reason… most people are already bored. They work, watch TV, eat food, and sleep. And besides the occasional meet-ups with their family and friends, they never feel excited.
So, the last thing they want when they interact with your marketing (whether it's an article, ad, or social media post) is to be bored again.
But sadly, that’s exactly what always happens. Because most marketing online is plain boring. Energy-sapping. Soul-draining. And sleep-inducing.
And it's all because of waffling.
So, wHaT's tHiS WaFFlinG tHiNg
🤔?
Waffling is not getting to the point. And wasting the reader’s time.
An example:
I’m reaching out after visiting the website for your business: XXX
⠀
You’re clearly competent and experienced in the Pilates niche, but I’m wondering how you're currently handling bookings for the studio…
At least 90% of those words are useless.
So, let's fix that:
How are you currently handling bookings for the studio?
That's it. I get to the matter of the hearth quickly. And show the reader I respect their time.
And if you want the reader to devour your content like a weed addict smokes weed… you need to do the same.
How to get to the point quickly when you write
Start being brave in your writing. Like a soldier charging at the gunfire.
How?
Do some physical activity 5 minutes before you write…
Could be Bulgarian split-squats. Could be sit-ups. Could be a street fight. Could be a one-armed pull-up. Could even be a toe pull-up.
Doesn't matter. Just do something to get the blood bumping.
Then once you're done with whatever you wrote, go over it and ask yourself this question:
“If I removed X word, would the sentence still function?”
If yes, delete. If not, keep it. Simple.
Do those two things alone. And you will ruthlessly cut out all the waffling. And make your content the talk of the town.
Until the next article,
Jack.
P.S. Want me to take a look at your marketing and see all the places where you're waffling?
If yes, fantastic…
I'll also check your marketing. See if I’d do something differently. And come up with a specific action plan for your business. Which we'll discuss on a call.
Still interested?
Fill out the form here: https://www.jhmarketingresults.com/en/contact-8
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