This article helps website managers/copywriters/managers of SMEs to summarize and sharpen their company profiles, introductory texts and product descriptions in 4 simple steps and thus to write precise, fast and accurate, effective texts for their target group.
Brand statement using the example of “homepage introductory text”
Yes, they still exist: websites that greet their users on the homepage with a “Welcome” or “Welcome to our website”.
You only have a few seconds to attract the visitor’s attention. So don’t bore visitors with trivialities. Unless your products or services are “so 90s ” – then at least the style fits.
Benefit from a profile sharpening for the initial text on the start page. It is worth asking yourself regularly: “Who is my target group, what specific service do I offer and what benefits do customers derive from the offer?
- Target group:
Website managers, copywriters, heads of SMEs, product managers, marketing decision-makers - Product:
Instructions for sharpening the profile, writing headlines - Benefit:
Quickly and easily sharpen your profile, create introductory text, create category and product texts
Sharpen your company's profile on the first page - brand statement!
A visitor who arrives at your homepage via search wants to see immediately whether you can help them solve their problem. If he sees a “Welcome”, the “Welcome a little” helps him.
If, on the other hand, you have an introductory text that briefly but comprehensively describes your offer, a visitor can get an idea of what your company is all about within seconds.
What do your visitors want on the “homepage”?
- Information: As brief and comprehensive information as possible about who you are and what you are particularly good at
- One way: can my current problem be solved with this company, where can I find information on products and services?
- Contact: I would like personal advice, are the contact details easy to find, be it e-mail or telephone number? to get in touch with you directly.
- Customer perspective: What’s in it for me – how can they help with the solution, how can I benefit
- Confirmation and trust – this is the right place for me
How do you get off to a good start?
Sharpen your profile by describing the typical customer who needs your products and how they benefit from them. And not just on a factual level. Show how his life changes for the better, what worries and hardships disappear, what prestige he gains when he uses your solution.
How do you arrive at your brand statement?
A simple and effective option is to apply an idea from Jeff Goins, which comprises the following three points:
- We help (our customers)
- with (our product/service)
- so that you (advantage, benefit, experience)
To achieve this, describe the following points:
- Describe your customer as precisely as possible.
- Describe the specific product characteristics and changes that occur during use.
- What advantage/benefit/added value do people gain from using your product/service?
I would like to take this opportunity to thank you again for the useful workshop. He even forced me, as a long-time professional, to leave the beaten track and explore new paths. By the way, the workshop tour you gave was entertaining and interesting, there was never a dull moment.
Our example: management in the real estate sector.
Steps 1-3
- Ideal customer (We help …)
Homeowners, property owners - Product / Service (With ….)
Real estate management - Benefit (so that …)
Preserving the value
No tedious, administrative tasks
Achieving the planned return
In the fourth step, you put the individual statements together and create your first brand message.
Revise it until it fits. Give the developed message to those around you to read and also ask your customers directly for their opinion or additional input.
Possible first result of your brand message:
We help owners of real estate and apartment buildings to secure and increase their property and prosperity by professionally managing their real estate so that they can enjoy a carefree life without the hassle of administrative and legal procedures.
The effect of a sharpened brand statement
- A brand statement is not only for your leads and customers, but above all for yourself.
- It provides clarity when evaluating new products and services.
- It gives you a target group and framework for further content development.
If you have several product lines/categories, make a brand statement for each one.
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Frank Huber
044 289 89 12