You may have heard the oft-repeated advice to share benefits, and not features. This means that in your messaging you need to focus on the feelings and goals of the customer. Not static information about your product or service.
Maybe your solar company is highly reviewed by prior customers—great job! Many solar companies lean on phrases like, “100+ 5 star reviews” or “highly rated on SolarReviews.com”.
Copy like this is okay. But it could be great!
When a customer is looking at online reviews, they’re not trying to check a box for “company with 100+ 5-star reviews.”
The customer wants to feel confident in a large purchase that they’ve likely never made before. They want to experience life with your solar services—before they’ve made the purchase.
Speak to this need.
Maybe you’re crafting an ad for the “future finances” audience, when they’re considering installer options.
Instead of:
“Check out our 100+ 5-star reviews on SolarReviews.com”
You could write:
“Confidently invest in solar. Hear from customers on their solar savings.”
It’s not a drastic change. But it makes a big difference! Craft messaging that hits what the customer is actually looking for.
If you’re targeting a specific audience, considering their buyer’s journey, and writing to convey customer benefit—you can’t go wrong.
All that’s left is to choose the marketing channels that you’re going to use.