I recently stumbled upon a souvenir that my aunt brought me from one of her vacations in Greece. It’s a rectangular bar of green soap neatly packaged in a simple paper box. She picked it up at a quaint shop one morning on her way back from the beach, near the hotel where she was staying with her friends. An image of either a sunset or sunrise against the backdrop of ancient ruins is featured on the packaging, accompanied by the words “Souvenir from GREECE” in prominent lettering.
On one side there are messages in Spanish, French and German, while the other side includes words in Russian followed by a message in English that says, “OLIVE OIL SOAP, IS NATURAL PRODUCT WHICH CAN BE USED FOR CLEANING FACE HAIR AND BODY.”
Is any of this well written? No.
Does it seem as if the soap makers poured their hearts and brains into crafting an eye-catching design? It doesn’t.
Did they employ native speakers to sprinkle some linguistic magic on the copy? I’m pretty sure that they didn’t, and it shows.
Does any of this make a dent in their bottom line? Probably not.
Low margin products? Sales copy can take a back seat
I can’t claim with certainty why the makers of this soap didn’t prioritize marketing in their strategy but I’m going to make a few assumptions. They cater to a tourist-heavy market, and bank on the allure of the destination rather than fancy packaging or flashy sales pitches. They probably have no plans for a soap empire takeover and to outshine giants like Procter & Gamble, Unilever and Colgate-Palmolive. For this reason, I’m going to bet that they chose to allocate the bulk of their resources primarily to product development rather than marketing.
Tourists, after all, make reliable customers – they have immediate needs for goods and services, especially essentials like soap, considering they’re away from home for an extended period. They also have limited options and equally limited knowledge of local shops or brands, which leads them to rely on easily accessible products. Tourists tend to prioritize convenience and opt to purchase stuff from nearby vendors to avoid distractions from their leisure activities. They’re on a limited schedule during their travels, so they’re more likely to indulge in quick purchases rather than extensive comparison shopping. Tourists are also very likely to make impulse buys for items that capture the essence of their travel experience, such as locally made soap.
Vacationers, like my aunt and her friends, form a steady stream of dependable shoppers for a small-scale soap manufacturing operation that possibly employs only a handful of workers. But why am I delving into this level of detail in a blog targeted at tech leaders? Because for a small-scale soap manufacturing operation in Greece, the quality of its sales copy may not carry much weight. Regardless of its grammatical omissions, customers are likely to keep buying the soap. Tech companies, on the other hand, can’t afford to overlook the importance of well-crafted sales copy.
Why tech companies can’t ignore compelling copywriting
Copywriting not only needs to be grammatically flawless, but it also has to be persuasive, engaging and reflective of the company’s brand image. Here’s why marketing materials for software companies have to be spot on:
- Software services aren’t essential products; no one’s checking out without them. They’re tools or conveniences that enhance productivity or communication but are not vital for survival. This means that buyers are more selective and discerning when deciding which software products to purchase. It also means that software companies must focus on demonstrating the value and utility of their products for customers to be enticed to invest in their solutions.
- Customers are inundated with software vendor overload. In response, organizations’ marketing materials need to pack a punch to cut through the noise and grab customers by the collar. They must leave a lasting impression while highlighting their unique selling points, conveying value clearly and compelling action without much hesitation. Which leads me to my next point.
- Software firms have a long window of opportunity to reel customers in. It’s a marathon, not a sprint – vendor selection process can take anywhere from a few weeks to several months. To shepherd customers throughout the decision-making process, organizations have to constantly reinforce an idea that their solution is the best fit for the customer’s needs, addressing any objections or doubts along the way. This is best done by offering demos, trials and case studies to showcase real-world applications and success stories.
- Functionality, features and compatibility – not convenience – are key priorities for software customers. Organizations have to craft snappy descriptions of their features and emphasize their ability for seamless integration with other systems. Sometimes, this entails diving deeper into technical specifications to address potential pain points, and illustrate how their solution outperforms competitors in real-world scenarios. It also requires highlighting scalability and future-proofing measures that can reassure customers of the software’s long-term value and adaptability.
- Procuring software is neither a quick nor impulse purchase. In most cases, obtaining software solutions isn’t governed by a set timetable unless dictated by specific business needs, urgent scenarios or regulatory requirements. This process takes time, making it hard to make an impulse software purchase. Customers usually have to conduct thorough research, scour through numerous reviews and compare options before making the decision to purchase software. Moreover, the challenge of integrating new software into current systems highlights the critical need for careful planning and foresight.
- There’s no dependable stream of customers. Customer acquisition is no casual affair. It’s a strategic maneuver that helps companies adapt to ever-shifting market terrains and customer needs. Software firms can’t afford to be complacent in a landscape that’s turbulent and where boasting an ironclad deluge of clients is simply unattainable.
Conclusion: Polished sales copy is non-negotiable for software success
Let’s wrap this up with a reality check. While in some industries, organizations might skate by without breaking a sweat on their marketing game, others can’t afford to play it cool. Take that souvenir soap from Greece. It will likely continue to fly off the shelves fueled by holiday vibes and tourist whims. For software firms, it’s a whole different level of intensity.
In the fast-paced software arena, where innovation is currency and competition can be unforgiving, your sales copy can make the difference between capturing a customer’s interest or losing their attention to a competitor. It’s less about selling a product, it’s about equipping clients with the tools they need to conquer their digital realms with unmatched enthusiasm. So you better believe polished marketing copy isn’t just a nicety – it’s an absolute must have.
