You’re not going to succeed as a commercial brand, seller, or fundraiser if you don’t believe in what you do and can’t share this belief with customers. Your writing must convince potential clients that your services can help them save money or add something good to the world. You must convince them that you are a partner and not just a supplier. There are many proven guidelines for writing effective copy that you can apply to your marketing efforts. Here are ten more.
- 1 Appeal to the emotions of the reader
Appeal to the emotions of the reader
If this isn’t possible, most writing will fail or become very forgettable. Break down the barrier of indifference. Find common ground with your potential clients and customers and address their ‘pain points. You should assume that you have been there before, and sound real (i.e. When presenting practical solutions, there are no clichés. Please, no unaffordable strategies. Don’t be apathetic, but be compassionate.
Be enthusiastic but not too excited. If you aren’t passionate about your topic as a supplier of print, don’t expect them to be. Avoid using superlatives. They are often dismissed by the public. Tell it! It should be able to stand on its own merit.
Keep it casual. It’s best to write as if you are chatting with your readers, and not writing to them. Make sure to use contractions. It’s not a legal document, so you don’t have to be perfect. Prospects and clients rarely speak the same way that they write. They will respond more positively to a genuine “narrative.” Your prospects may assume that you are sloppy in your writing and will be the same with their printing.
See the second paragraph
A good car dealer will embellish the truth and claim that your new vehicle will make them the most beautiful people on the planet. This is also true for writing, especially when it comes to convincing others. Try this: Take out the first paragraph and see how it changes the way your final piece looks. This paragraph is usually filled with “hype”, while the second or third paragraph gets to the facts. This will assist you in editing and your future writing.
Use humor sparingly
It is great to bring a smile to a prospect’s face and convey your message. Humour has a limited lifespan. The jokes you tell will usually elicit smiles the first time, indifference two times, and anger three times.
Read it again the next day
Set aside your masterpiece for a day. Take a break from your writing and look at it the next day with a clear head (and your favorite caffeine infusion). This will allow you to reduce fat and get to your point faster.
Limit proofreading to 2 experts
One person should be able to check grammar and typos and the other for technical accuracy. You shouldn’t ask for someone to do them both at once. One publisher used to have six different managers who contributed to each project. Final versions of rewritten articles always looked like they had failed ESL tests. It’s even better if your proofreaders are not your direct employees, so they will be able to assess your text as the outside. Creative writing services are always open to new orders, and they do editing and proofreading as well as original writing.
Do not highlight too much
You can highlight everything, but not all! If you ask yourself: “Can we underline that, boldface that, box this off?” just stop! You will never understand what is important after all highlighting. Your clients couldn’t either. Your content should focus on three areas of text: The headline, the reader benefits, and the call to action.
Focus on client benefits and not equipment features
The new digital printer that you bought may have many features, such as speed, power, output, and so forth. What’s the point? They all aren’t? It can sound like bragging to point out how great a new piece is to a potential customer. It might sound like bragging, but pointing out the benefits it offers to clients, such as reducing printing costs and improving print quality, or adding value (such as new finishing options), is a sign that you are thinking about your customers first.
Don’t be afraid to speak slightly higher than your audience
Never talk down to potential customers or clients. Words are important. Talking slightly above your head is a good way to get points. This will flatter them and make them feel that you have something to teach them. Be careful not to speak too high above your customers’ heads. They will either be frustrated or think you are arrogant.