A few years back, there was an innovative new technology product I was using weekly in my classroom.
Though it was simple, it was having a huge positive impact, especially with students who were reluctant to engage in class. However, a few months into using it, the CEO sent out an email.
It’s the email founders fear.
The company was shutting down.
In the email, he was brutally honest. I really respect his approach. He explained that they couldn’t keep up. Another company had a similar product. And the competitor was growing at an insane pace.
There was one clear and obvious difference. The company that shut down was boring and impersonal. The company that is still around practically kicks you in the face.
Not with their features.
Not with their superior usability.
They kick you in the face with *personality.*
Even now, after months of using the new product, I’m even more certain these two products are essentially the same. The only difference is the massive dose of personality that one company has, which the other company lacked.
Here’s the kicker:
“Personality” is just another word for marketing. Here’s what I mean:
The story you tell on your website. Is it all about you? Or does it use the word “you,” in other words, telling the story of the user and their wants, needs, problems, and aspirations? Do you make it crystal clear not just what your product is and does, but how your product helps the user gain new abilities, empowers them, and even transform them?
The tone and voice in your emails. Do they sound like they come from a real person? Do they show somebody’s face and name? Are they purely functional, transactional, and “brand-y”? Or do they actually make people look forward to the next time you reach out?
The support you offer on your website. Provide information on your website that makes teachers excited they’ve signed up. Go beyond showing them how to sign up and create an account. Show them the great ways teachers use the product, and how to get the best results.
Hopefully, you’ll never have to send an email like the one mentioned above. And I’m certainly not saying that my help alone can set a failing company back on the road to success. But if you’ve got a solid product solving teacher’s problems, then the right marketing, and the right copy, can help add fuel to the already burning flame.
I’m booked up right now for the near future. So I’ve created a waitlist for folks who know they have a project coming up. Folks on my email list get access to this form.
When you sign up to my daily email list, you’ll get access to “The 5-Day Copy Fix,” a short free email course to help you market to school leaders. You can fill out the form, and I’ll contact you when a spot opens up. Right now, that would be about one month from now.
Sign up here: