May 15, 2018

Stop explaining everything

I sometimes do consulting arrangements where the client does the writing and I provide critique.

In most of these arrangements the client is a subject matter expert, not a marketing professional. (In other words, a regular human!)

In the beginning, most clients worry they don’t have anything interesting to say. Especially over an extended period of time.

The reality is they have plenty to say. Once we’ve set it all out in the open, including the vast array of stories available, you can never run short of content ever again.

Which is where the problems start…

The biggest problem I see even professional copywriters making is trying to explain too much.

Some things are best left to the customer’s imagination. Like the actual mechanics of how the clutch works in a car. In my head, it works by magic. I’m reassured to know there is real engineering behind it, but I don’t need to know what it is.

You know everything there is to know about your product or service. And suddenly, you have the words to express it. The challenge is to avoid explaining everything.

Potential customers don’t want to know how everything works. And if they do, you should be invoicing them for consulting time or running a training course.

Save the explanation for your paid training, and deliver the dream in your marketing emails.

P.S. To discuss the consulting arrangement outlined above, book a call.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.