By Terry Corbell
The Biz Coach
Rock in Your Marketing Messages with 5 Writing Tips
In this digital age of consumer overload, words are powerful – if they’re used strategically. The challenge is to help your prospective customers quickly understand your message.
Of course, they hear and see thousands of messages everyday: Road signs; store signage; radio and TV commercials; conversations at work, home and with friends in-person or the telephone; social media; e-mails; as well as ads and articles in newspapers and on the Internet.
So, how can your messages be seen and heard for results? Writing for customers’ ears and eyes calls for an economy of words, which project the right information for maximum branding and selling.
1. Organize and plan your strategies in writing. Differentiate your business from the competition. List five strong reasons – benefits – why people should buy from you. Here’s a hint: Most businesspeople hesitate in trying to think of five concise benefit statements or branding propositions. It’s important that you become able to recite them with ease.
Develop a summary in one short, clear sentence for your elevator pitch.
From that develop a three to five word branding slogan.
Create a simple logo that tells your story. (See: The Link between a Simple Logo and Branding Success.)
2. Use fun, action words. Selling requires enthusiasm while avoiding mundane or over-used adverbs and adjectives. That also means don’t use trite words such as “best,” or phrases like “have a nice day.” Whenever appropriate use the meaningful words in your benefit statements.
3. Paint pictures when you tell your story. Think about all the times you didn’t understand a salesperson or advertising copy. Create vivid messages.
Think 1930s for business success. Consumer attitudes are changing. That also means making sure you continually strive to build trust with consumers. If you’re family owned, say so.
Being environmentally conscious doesn’t hurt either. Here’s a checklist for branding and selling your business as green.
4. Perhaps sad to say, write for the eighth-grade level. To ease the strain of your prospects having to daily cope with voluminous information, use simple language.
Make your sentences short – shorter, the better. As they say, less is often more.
5. Don’t risk mediocrity. Marketing is an art form that requires writing, contemplation and more editing. Again, use an economy of words. Make sure every word is justifiable – that each has a good reason to be used in your messages.
Use good grammar. If you’re not a great writer, read the 25 best practices for better business writing.
From the Coach’s Corner, here are related links:
- Checklist: 14 Strategies to Rock on Google
- Need PR, But No Budget? Here’s How to Leverage News Media
“A good advertisement is one which sells the product without drawing attention to itself.”
Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.