How to Choose a Marketing Company:
Key #5: The Marketing Formula: State Your Case

You next step is to state your case for your product or service. Just like a trial attorney would present a case to a jury, you need to prove beyond a reasonable doubt that your product is clearly the best choice in terms of value. You base your argument on the hot buttons and needs of your target market. As the marketer, you are the attorney and your prospects are the jury. If you present your arguments well, you get the business.

You need evidence

The kind of evidence you need to present varies depending on the type of product or service that you offer and the audience you are targeting. Generally, the types of evidence you can provide include testimonials, endorsements, results of studies, certificates of achievement and awards, guarantees, demonstrations, product comparisons, charts, statistical comparisons, checklists, Better Business Bureau ratings, and samples. Avoid generalities and stick to specifics.

How long should your ad copy be?

One of the questions you might have is whether ad copy should be kept short. The copywriters’ objective is to present the case for the product or service. If it can be achieved in ten words, great. If it takes 1,000 words, and you have the space for it, that’s OK too. If your headline and sub-headline have been written well, prospective buyers will read long copy if it provides important information that will aid in their decision making. Descriptive copy headers help the reader focus on the information that is most important to the individual. We recommend these if you have long copy. Because space is usually an issue, just present the key points of your argument in your ad. Offer readers an invitation to get the remainder of the details through a report, Web site, CD or DVD.

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