Gina Nero Copywriter

My name is Gina Nero, and I’ve been writing copy for small businesses for over ten years. In my experience, the biggest problem I see is a disconnect in communication.

Businesses think they need to present everything they offer, lists of accolades and an elaborate history of success in order to attract all the right customers.

Customers are then, not only swamped with information overload, but are finding that most businesses sound the same. None are solving their specific problem. No fit is exactly right.

Customers usually have one or two pain points that they really need solved. But businesses tend to cover everything from a big picture standpoint.

Lots of times, the perfect customer is literally on the website of the perfect business for their specific needs, but the compelling invite is missing. Then it’s nothing but two ships in the night. Opportunity missed. The business doesn’t get the sale, and the customer doesn’t get their need met. Tragic.

The best and easiest way to solve this problem is to clean up the marketing message. As a business, you have to be able to cut through all the noise out there and simply articulate one key message that is authentic, inviting and aimed directly at the people who want to work with you the most. This means putting down the megaphones in the hopes that somebody hears you, and instead having intimate conversations with just the people you’re best equipped to help.

This takes a little more work at the outset, but the payoff is immeasurable. And once you nail down your message, it will continue to work for you time and time again.