Hi DIRTbag*,
I had a boring conversation with my barista this morning.
I say "boring" because rattling off your Garmin data does not constitute good conversation.
(Neither does recounting a dream you had, explaining a TV series I haven’t watched, or telling me how tired you are.)
Anyways, I got my oat capp and he got to talk about his resting heart rate.
But somewhere between the milk frother and his Zone 2 training plan, I realised this is how a lot of AEC tech and construction brands sound.
Technically saying things. But not really saying anything anyone else cares about.
Great messaging is not about telling people everything you know. Instead, you need to make them care.
But enough about me.
How are you? Enjoying the winter chill? (Northern Hemisphere-ers, don't be smug). How’s your recovery window? Your resting heart rate? Your VO2 max? (HA! I’ll stop now.)
Onward.
(*DIRTbag - I say this with love. There is a great need for sarcasm font.)
Quick + DIRT-y
- A headline with zero wasted words.
- A nice example of segment-specific messaging.
- Don’t judge a construction firm by their brand. Unless of course it’s this one.
DIRT dissects
Your buyer should never have to ask:
“But… what are you actually selling?”
↳ Replace vague statements with specific claims.
The more specific your message, the faster your buyer gets it.
And “getting it” is the first step towards buying it.
++++++
VAGUE:
The analytics platform to optimise your firm.
SPECIFIC:
Know exactly which projects are bleeding margin before it costs you.
↑
Now, THAT's a headline with a shovel in its hand. It leads with a clear, SPECIFIC benefit.
Tiny change. Big difference.
"Construction management software" puts you on a shelf next to 40 other tools with the same tagline, the same screenshot, and the same promise to "centralise your workflows."
My favourite formula for writing “features & benefits”:
1/ Write down the feature.
2/ Ask, “so what?” to find the benefit.
3/ Contrast the old way with your new way - the old way is what your client is stuck doing now. The new way is what changes after they use your product/services.
Example:
1/ Automated progress reports that pull together site photos, notes and updates.
2/ So what? You stop losing your weekend to admin and still send clients a clear, polished update on what’s happening on site.
3/ Old way vs new way: "The report that writes itself while you watch the footy*" [*insert activity that resonates with your ideal client here]
What the brief probably said.
Clutch hard hat. Look pensively into the distance. Give me a distant stare that says, “our software may be excellent, but our headline could belong to literally any construction tech company.”
Sent from the DIRT.
Boots on the ground.
Futurebuild Sydney - I am MC’ing and presenting ‘Win Work with Words’ this Saturday 13th June at 2pm. Will you be there? Say hello.
Arcol are coming to Sydney - I’ll be there too. Register now.
Archicon - I’m co-creating the only UNBORING business conference for architects. Want to get your brand in front of 250+ architecture firm owners & decision -makers?
