By
Jeff Rubin
The Newsletter Guy
Do you seduce your customers with words? Do you create such desire
for your product or service that your customer did not have any
choice but to buy?
If you're not getting these results from your written
marketing materials, then you're not getting the full value of your
words.
In today's service-based economy, we are reaching out to cultivate
not only new customers, but the ones we already have. We are stressing
service and customer appreciation more than ever. We are sending
newsletters, sales letters, post cards and personal notes —
all in an effort to position ourselves as experts, and friends.
No matter what you are writing, your words must be
several things. They must be powerful, dynamic, enticing, irresistible,
and leave a very positive impression of you and your business.
Here are some tips to help you transform your writing
from mundane to memorable:
Have a strong lead. Your first paragraph must grip the reader, or
they will toss it.
Mention the benefits. Your customers and prospects aren't looking
for a description of your services. They're looking for solutions
to their problems. Tell them how your firm can solve their problems
in a cost-effective way.
Keep your message short, simple and clean. You may have a lot to
offer, but don't get carried away, Your readers are busy. Make it
easy for them to understand what you're selling or offering and
how it benefits them. Avoid hyperbole.
Avoid cliches. If it is “needless to say,” then why say
it?
Use adjectives, metaphors and similes. These will spice up your
writing and keep your readers interested.
Do adequate research. Puffy rhetoric is a turn-off. It results from
too much hype and too few facts and numbers to support your statements.
Use your spell checker. Nothing — absolutely nothing —
is more damaging than a marketing piece full of spelling errors.
Bad writing is offensive. A nicely written piece may not only get
you attention — but business, as well.
|
