There's a copy trend taking hold, and it matters (hint, hint). This phrase seems like it's everywhere lately. Maybe you've seen/heard it. Experience matters. Efficiency matters. Expertise matters. Craft matters. Sure, these things matter, but why should we care? Taking that idea further, ask yourself, "Why does X matter to my particular audience?" Example: "Efficiency matters when it comes to workflow integration." Try: "Gain up to 60 minutes back in your workday with X feature and Y feature. What will you do with that extra hour?" Now you have an effective message and stand out from the it-matters crowd. Most of all, you show you understand your audience's pain points and have the solution. Because it's time to retire, "it matters," and start defining why. #messaging #copywriting #positioning #marketing
Shanna Seesz, great point! I wonder if we're starting to equate "matter" with "important," whereas the context is what gives it meaning. Thanks for this!
Head of Oncology Marketing ■ CONNECT | ENGAGE | RETAIN ■ Driving Growth for Healthcare Enterprises
3moAnd that is a great example of why we love collaborating with you!