The strategy of preeminence
A radio program for a vocabulary source once said, “People judge you by the words you use”.
Nowhere is this truer than in marketing.
As a technical copywriter, knowing the fundamentals of good copywriting will determine how well your campaigns do. This applies whether you write the copy yourself or outsource it.
It’s a simple fact that word choice has a huge impact on your marketing and technical copywriting.
And one of the best marketing concepts you can demonstrate using your words is the strategy of preeminence.
This strategy, made famous by marketing legend Jay Abraham, says that everything you say, do and write should support the role of your prospect or customer.
It is a complete devotion to your audience. It says: “I’m not trying to sell you – I want to serve you”.
Now, the best way to demonstrate the strategy of preeminence is through your actions. That is, how you interact with your prospects and clients every day.
The next best way is with your copy and marketing communications.
Preeminence and technical copywriting
As a technical copywriter, your job is to show this preeminence in the marketing communications you put out.
To show that the needs of your prospect come first, and that you and your company exist to serve them.
An example: do you use the word “client” or “customer” in your copy?
What’s the difference?
According to definitions:
Customer: A person who purchases a service or commodity
Client: A person who is under the protection of another
You can see how using the word “client” puts you in the “trusted advisor” role, rather than just someone who’s selling something for the highest possible price.
So if you’re using the word “customer”, my advice is to start using “client” instead.
Another word that needs to be woven into the fabric of your marketing copy is “you”. As trusted advisor, you need your copy to sound personal. It needs to sound like you’re talking to one person.
The quickest way of doing this is to replace “our” and “we” with “you” and “your”. You should do this on your company website and in your marcom campaigns.
And that includes your Company or About page too.
For instance, instead of saying, “XYZ Company manufactures reliable, low-cost microscopes for the semiconductor industry”, you can say “you’re looking for a reliable, low-cost microscope for your semiconductor research…”
For another example, take a look at the Why Me? page on my own website.
That word “empathy” again
This all comes back to that word “empathy”.
Empathy is what the strategy of preeminence really comes down to.
It comes down to empathising with the scientists, engineers and other technical folk who buy your products, and showing this understanding in everything you say, do and write.
Take the word “solutions”, as an example. A company selling software for drug design and molecular modelling might say they sell “modelling solutions for pharmaceutical scientists”.
On a basic level, the problem here is a lack of specificity. The scientists that buy this software don’t use the word “solutions” when describing their problems or when searching for an answer.
Instead, they use the word “software”.
Knowing the words your buyers use is a critical first step towards developing this strategy of preeminence.
You get preeminence by totally focusing on your buyer (your client). By focusing on what they really want, not what you think they want.
Adopt it as your guiding strategy and your clients will think of you and your company as a leader in the market place.
Do I need to spell out how valuable that would be?