Promoting an intangible service? Give prospects an STB (Something to Buy)
Market a physical product and the proposition is clear: "Pay us money and you get what's in the box."
Not so when you promote a service like consulting, or exploratory next steps such as a free trial or sales consultation. Your "product" becomes a series of actions that you and your customer will take. Prospects are less sure what they will get. They put off their decision.
In such cases, it helps to "package" your offering as something that feels more like a discrete product. That's what Save the Children did when they switched from requesting donations to a child sponsorship program.
You might package your service as a limited number of offerings that each have a name (e.g., Basic Review, Complete Makeover). Or reposition a vague offer of "speak with a sales representative" as a no-cost "evaluation and next-step consultation."
Give your service customers Something to Buy.
Just for Fun
Tired of answering questions a simple Google search could handle? Enter your search term into Let me Google That for You.You get a link that you can e-mail to your friend. When they click the link, an animation shows what you did and asks, "Was that so hard?"
Okay, it's a little snarky. But as the proverb says, "If you teach a man to Google...."
In a Word
Ensure vs insure -- not interchangeable
Ensure is "to make sure or certain." To insure something is "to guarantee it against loss or harm."
You don't want to say that "the small class size insures an interactive experience" unless some kind of policy will pay damages if fellow attendees ignore you.
So don't cloud your benefit statements with unintentional allusions to loss and compensation. Choose the word that ensures confidence in your message.
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.