Because people will remember the most clever part of our marketing messages, we need to be certain that the clever message is also the critical message that leads to the sale.
Levinson urges us to make sure that the information about our product or service is the only thing that we present in a particularly cute manner. We need to motivate prospects to close the sale. We're not there to amuse or entertain our prospects.
Being clever is okay. However, there are some attributes of a sales message that Levinson believes are much more important. I've translated the author's ideas into the language of the software development industry.
- Surprise software prospects with your marketing message. Tell them something they don't already know - something useful that will make their home lives more pleasant, or their work lives more productive.
- Clarity is important. Be clear about benefits. Unless you're selling a technical application to power users, avoid tech talk that might confuse your prospects.
- Involve the reader. Use second-person writing (you/your/you're words) to paint your prospects into a word picture in which they can envision themselves benefitting from using your application.
- Make them think. Stimulate their minds. Cater to their curiosity.
- Demand that they take action. Ask for the sale. Tell them to buy now. Quantify how they will benefit by using your application.
- Be credible. If prospects don't believe your sales message, they won't reach for their credit cards. Motivate them to buy with a professionally-written explanation of your software's benefits.
Writing a clever software marketing presentation is bad if it takes attention from your software's main benefits. Being clever can be good if it makes your software sales message memorable.