How Tweaking Your Copy in a Recession Can Help You Keep Customers

10 Jun 2009


If you’re not already a regular reader of Copyblogger, you should be: Their writers offer a varied approach to copywriting for almost any genre you can think of. I was looking through their archives when I stumbled on a really, really interesting post by Barry A. Densa about attracting and keeping customers in any economy.

Densa points out the still-hard-to-swallow reality of our current economy: if your business specializes in discounted or low-ticket items, you’re probably doing fine. But for everyone else, the economy is really threatening the viability of business. So, how do you find new customers, and keep the ones you have?

The answer, according to Densa, is NOT to slash prices. While reducing prices may make a few clients happy, it’s really just a temporary fix: your business won’t survive on this philosophy in the long-term. Instead, Densa suggests focusing on emphasizing the value of your product or service. If you can convince your customers that, even if they have to pay a little more, they won’t walk away dissatisfied, then you’re a successful marketer.

For most of us, that might mean taking a new look at all our marketing materials and asking ourselves: Am I emphasizing value? Are my benefits clear? Am I targeting my audience successfully?

Densa offers several strategies for amping up your copy to address current and future customers – including justifying their fears and failures, and communicating that you understand their business’ biggest obstacles. Read the full blog post to get the skinny on how to rewrite your marketing materials to address your clients’ current needs.

Have your own tips on copywriting strategies for businesses struggling through this recession? Drop us a line and let us know!

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