An SMS campaign should encourage customers to make a purchase or use your service. This is an axiom understood by any business owner. However, since most of the time, the texts for SMS campaigns are written not by professional copywriters but by company employees, they make unacceptable mistakes in the text that scare away potential buyers.
7 Key Mistakes in SMS Campaigns That You Must Fix Immediately!
1 You Include Baron Munchausen and Overstate the Company's Capabilities.
Using phrases like: “You will achieve 100% results”, “Lightning-fast delivery”, “The cheapest products”, etc., condemns the text of your campaign to failure. Most clients are aware of these influence techniques, “catch” them in the ads, and simply do not respond to the message. There's no need to offer consumers a magic pill — honest figures and reasonable promises will work much more effectively.
2 You Offend Your Clients' Feelings.
Marketers often use the “motivation by what's worse” in their texts. They describe clients' problems in detail, promising to sell a cure. Often, the phrase “You still haven't lost weight by summer?” is not a source of motivation but instead drives people into a depressed state. As we know, people do not make purchases when they are feeling down.
Remember: Most people are motivated by “what could be.” Describe the good results the client will get from your product or service. Avoid trying to “hit a sore spot.”
3 You Use Words Without Specific Meaning.
Abstract words like: “as fast as possible, in the shortest possible time, best team, technological solutions, valuable advantages, satisfied clients, perfect service”. Clients don't understand what's behind these loud epithets and metaphors, so add more specifics to your texts. Don't say “as fast as possible”, but say “within 2-3 days”, don't say “best team”, but say “17 specialists”, etc.
4 Your Texts Are Not Proofread.
They contain spelling and punctuation errors. These disappoint clients and show your lack of professionalism. Always check texts for mistakes, typos, and stylistic inaccuracies.
5 You Use Language Clichés.
“Professional team, quality service, fast service…” Sound familiar? Offline and online texts are full of such phrases. Customers perceive these “overused” clichés as visual noise. Remove the hackneyed banalities from your campaigns and try to describe the benefits of your product or service in an original way.
6 You “Stuff” the Text with “Smart” Words.
Don't complicate your SMS campaign with complex constructions. For example, instead of “make a decision”, write “decide”, instead of “make a purchase” write “buy”. Also, don't use professional terms even in messages to your target audience. It's not a sign of expertise; it's a desire to draw attention to yourself. Capture attention with a quality bonus offer and accuracy! Moreover, complex words scare away consumers and reveal their lack of understanding. You don't want to make your clients feel inadequate, do you?
7 You Love Adjectives and Adverbs Too Much.
“Most effective, best of all, strongest, most awesome, very attractive, only, unique offer,” etc. Stop inflating your value unjustifiably! Provide specific facts, figures, statistics to confirm your brand's level instead of using superlatives.
Be wiser and stop making the same mistakes in your SMS campaigns. Optimize your writing and editing, and your campaign will no longer repel subscribers but instead become useful and informative for them.
