9 Writing Concepts that Help Boost Your Marketing Communications
PDF You have probably come across print advertisements, brochures, or even websites that provide lots of written content, but say nothing. Often times they are filled with lots of useless copy that have no clear objective about what you are suppose to learn from it or do with it. In his book, Illiterate America
Below, I have listed 9 writing concepts that will help boost your marketing communications collateral whether it’s a printed brochure, or your website.
Writing Concepts To Boost Your Marketing Communications Collateral
1. Have clear objectives
While this first concept may seem like common sense, there are plenty of examples out there to say otherwise. Before you begin writing your collateral, decide on your objectives What is it you want to convey to your reader. Do you want them to call you and place an order? Are you trying to inform them about a new product and service? What is the purpose for you writing the copy? You need to have these questions answered before you begin writing. If you are not clear about your objective, then how can you expect your customer or potential customer to understand what it is you want them to do.
2. Create copy that readers can scan first
Your marketing collateral is fighting for the readers attention just like the other guys marketing collateral. Be it printed direct mail pieces or your website, you need to make your copy easy to scan. Keep the copy short in length with a good headline and sub-headline. By doing this, you give your reader the main points, real fast and then they can decide if they want to get into the bulk of your copy.
3. Create A Non-Linear Piece
Huh? Okay, I admit, this one here needs a little explaining. What I’m talking about is provide some dynamics to your marketing piece. Do not just lay down copy all over the piece. Break up your website or printed piece with images, small chunks of copy, lists, graphs, charts, or anything else that breaks up the copy and gives your piece some visual appeal and interest, enough interest to get your reader to actually read your copy and react.
4. Avoid Technical Jargon
If you are specifically targeting a high tech or professional group of people through a professional magazine or direct mail list, then I would say, the limited use of jargon, or industry language, is appropriate. However, for the most part, avoid using technical speak or words that seem only an expert would understand. The average person does not understand what a bespoke is or what an 802.11g modem is. So don’t use terms that may appear to be used by just a hand full of professionals. Break the vocabulary down. If you can not get around the technical jargon, provide a meaningful definition, but don’t use jargon as your definition.
5. Reduce Visual Clutter
There’s nothing more disturbing than trying to figure out where to focus on a piece of paper or web page. Too often non-designers, aka the marketer, will try and design a piece that is cluttered with what I like to call, junk! They have a multitude of fonts, cut and past photos, bullet points, and who knows what else sprawled all over their marketing collateral. This is a sure fire way to get your junk tossed in the trunk, aka, trash. If you don’t need it and it does not support your message, then remove it from your communication piece. Here’s a sample of some cleanly designed brochures that I developed for some clients. Using color, type, and images sparingly and strategically, I was able to create an uncluttered piece without turning away the potential reader.
6. Cut the B.S.
That’s right, I did say B.S. and no, I did not mean Bologna Sandwich! Look, people know when they are on the receiving end of Bull S**t. Filling your marketing collateral with B.S. is like watering down your beer, it looses its punch. And in your case, your credibility. Give your potential customers straight talk. Be up front and honest. If there is a weakness in your service or product, tell them, but also offer a solution on how you have overcome the problem and issues. You will influence more readers with the truth, and solution than you will with the B.S. and that’s not B.S.
7. Simplify Your Thinking
Some marketers want to spill their knowledge all over their marketing piece. They want to dazzle the reader with their complex, very cerebral, thinking. Unfortunately, your readers are not like your mom who will sit their and listen you your pitch. If your copy calls for the explanation of a specific manufacturing process, give your reader a simplified, yet informative explanation. By doing this, they are more inclined to read through your copy.
8. Organize Your Lists
As I mentioned in #3 above, don’t create a linear marketing piece. Break it up and one way to do so is by using a list. If you can turn some of your copy into a list, numbered list or bullet points, then do so. Keep the list organized and simplified. Only include important information in your list. Readers will be able to skim your list and take the most important parts of your copy and process this into a decision. You can use numbers, or bullet points to keep the list organized. It’s also a good idea to add a light colored background to your list area to bring special attention to it.
9. Get to the Point
And finally, get to the point. AS I mentioned in #7 above, you need to simplify your thinking and get straight to the point. Avoid the B.S. (#6), and cut the jargon (#4), and get right to the point. You want your customer to call your business to order the Widget. Tell them what the widget is, what it will do for them, and how to order it. But get to the point.
