My Process

What does my sales and marketing background mean for you?

Every project I take on—web copy, case study, white paper, newsletter, brochure, direct-mail campaign, blog post, etc., even a tagline or name—I approach it through the lens of four cornerstone sales and marketing principles:

1) Audience: I will always ask, “Who’s the Audience?” along with follow-on questions to determine that audience’s hot buttons and pain points, and how best to craft the copy to get their attention and spur the desired action.

2) The Features/Benefits Equation: Any copy I write will Begin with Benefits (i.e., what your audience cares about most: profitability, competitive advantage, reputation, comfort, security, peace of mind, etc., to name a few…), and Follow with Features (i.e., all about your company and products: years in business, experience, legendary customer service, 500+ products in stock, etc.).

Your customers will only care about you and your offerings once they get that YOU get them—and their challenges.

3) Unique Selling Proposition (USP): What does your company/products do better than the competition, and are you touting that in your copy? We’ll make sure that happens.

4) The Curse of Knowledge: Arguably, the most important. Ever visited a web site or read some marketing material that had you scratching your head as to what the company did or sold? Too often, because companies marinate in their products/services all day, every day, they can start making the unwarranted assumption that their audiences know everything they know.

The result? Marketing materials that are confusing and unclear. And as the old sales adage reminds: A confused prospect never buys. By having one foot in your camp and one in your audience’s camp, I’ll make sure that doesn’t happen.

Questions? Reach out : pb@peterwriter.com or call 770-438-7200.