We can’t deny that we buy “things” that make us feel better.
We don’t buy products, we buy solutions. Even the things we “need”, whether they are brand name, bargain or environmentally-friendly, are purchased because on some subconscious level they make us feel good about our choice. In today’s market, we have a tremendous choice between products, but ultimately we buy the brand that makes us feel better about ourselves.
I can’t tell the difference between Coke and Pepsi, but I buy Coke because my Dad did when I was a little kid. Over time, I’ve associated buying this brand of pop with family memories and good experiences.
That’s why we buy expensive clothes, cars, shoes, and highlights for our hair. Our lives were bearable before we bought these products, but somewhere along the way, someone created a “want” that turned into a “need”. Suddenly, we thought that purchasing these things would make us feel better, they did and they became part of our everyday lives.
Your customers are interested in only two things while purchasing your product or services - Good feelings and solution to the problem. Everything else is secondary to these two elements that customers require.
What solutions are you selling your customers? How are you making them feel better about themselves?
Think of your own reasons for buying products and services. What motivates you to buy? Think of all the reasons that you feel better for purchasing those products. Now apply that to your own products to set yourself apart from other sellers.
Essentially, customers begin the buying process by looking for a solution to their problem, but their decision to buy will be based on their feelings about you, your sales approach and your company.
Whether you are selling products or education, if you’re not thinking about how it will make your customer feel better about themselves, you’re not selling it.
P
Pamela Weir is a freelance copywriter. If you are looking for a sales writer with experience in creating squeeze pages, sales pages, and website content, please visit her website Market to the Moment for information about her services.
Hubspot, the innovative company behind the creation of The Website Grader, has recently released a new tool: Press Release Grader. And I have to say, this is an incredibly valuable tool.
The images I have included in this post are screenshots of the instant report that Hubspot generated for my latest Press Release submission. Hubspot provides products, reports and advice to help small businesses with Inbound Marketing. The Website Grader is a great tool for business start-ups that need help analyzing their sites for Search Engine Optimization (SEO).
I’m a big advocate of Social Media Releases (SMRs) and changing the way people read and write Press Releases. I really enjoy writing releases that help interesting people share great stories with their readers. I can’t wait to scavenge the details, find an angle, and develop a compelling story. I’ve had great success with many of my submissions.
Here is a general overview of the core features of the tool:
Section 1: General Statistics
This section features a short analysis of the word count, sentences, number of links and readability of your release. The readability section is important, and comparable to a word processor’s Flesch Kincaid Grade Level. I would suggest adjusting your copy and writing your press releases specifically for your market. Don’t create releases based solely on industry standards and submission guidelines. Always ask yourself, “who is my target, and what will they respond to?”
Section 2: Content Suggestions
This section includes analysis of basic sections that are included in every press release such as Contact Information, the About the Company paragraph, and the End of Content Markers (###). All Press Release templates include these sections and give the audience general information about the company.
The Content Suggestion section also features my favorite tool: Goobledygook Words. Hubspot has specifically designed this tool to compare your press release against the words that have been designated as Gobbledygook in David Meerman Scott’s e-book Change This: The Gobbledygook Manifesto.
In the Manifesto, David explains how a small number of words are vastly overused in distributed releases:
The news release wires collectively distributed just over 388,000 news releases in the nine-month period, and just over 74,000 of them mentioned at least one of the Gobbledygook phrases. The winner was “next generation,” with 9,895 uses. there were over 5,000 uses of each of the following words and phrases: “flexible,” “robust,” “world class,” “scalable,” and “easy to use.” Other notably overused phrases with between 2,000 and 5,000 uses included “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” and “groundbreaking.” Oh and don’t forget “interoperable,” “best of breed,” and “user friendly,” each with over 1,000 uses in news releases.
If you have not read this short ebook, I suggest that you visit the David’s site and download a copy. It can help you avoid using unnecessary words and bring clarity to all of your copywriting.
In case you were wondering, my Press Release received a score of zero for Gobbledygook words.
Section 3: Link Analysis
I really like this section as well. I almost managed to get a perfect 33%, 66%, 99% score, but my first link was included in the text a little too early.
I think it’s important to include links throughout your Press Releases. Having three, as Hubspot suggests, provides your readers an opportunity to visit your site at the exact moment they begin making a buying decision. Why wait until the end, after the About the Company section, to direct them to the sales page or website? Capture them at the height of the story, immediately after a compelling headline, summary or incredible quote.
Overall Impression
I highly recommend Hubspot’s new offering. It’s certainly worth trying before you submit your next release. I encourage you to explore their site and try of all of their free tools.
P.S. If you want to find out more about the Press Release Grader, follow this link to Hubspot’s Video on You Tube, which highlights all of the features that I have mentioned above.
If you don’t think you have a story worthy of a Press Release, take advantage of my Free 30 Minute Consultation. I will help you figure out how to write a compelling press release that drives traffic to your site.
Pamela Weir | 
08 14th, 2008| 
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