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Start with the big picture
Too many sales professionals start their pitch in the weeds. Google Cloud ads start with the big picture. For example, here are the first sentences in one of Google's ads as it appear in NYT.
"Google Cloud is helping the Home Depot with solutions to customers' small projects."
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207 reads
Mention clients that benefitted the most
"Google Cloud is helping Target and its guests redefine the shopping trip" (Wall Street Journal , February 11).
Peak your prospect's interest with the big picture before diving into the details. If you can name a well-known brand, industry or organization that uses your product, even better.
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118 reads
Keep the copy short and simple
Now it's time to explain what the product does. The second and third sentences of Google's print ads explain how existing companies are using Google Cloud.
For example, Target is using Google Cloud technology to power its new Drive Up service. What does it mean for customers? "Now busy parents can cross off a to-do list while their kiddos snooze."
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92 reads
Share resources for a deeper dive
At some point, of course, decision makers require much more information than your initial pitch. Provide increasingly deeper levels of information.
The ads for Google Cloud contain about 60 words. Each print ad is followed by a link that takes you directly to a longer case study online where you can watch a short video (under 2 minutes), and read technical information and statistics about the partnership.
Each case study ends with a call to action and a contact for Google sales.
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58 reads
To summarise
Effective communication is simply good teaching. Provide simple, clear explanations that explain benefits (the why) before the details (the how).
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CURATED BY
Digital marketing at dentsu. Invested in the symbiosis of marketing, psychology, and design. Photographer at heart.
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