Here’s ten tips, tricks, and techniques for writing marketing materials. They have served me well and hopefully that will servee you well too.
1. Write Tight : Write no unnecessary words.
2. Write using words and phrases that the reader understands and are meaningful, to the reader.
3. You’re writing for one of three reasons: 1) to inform, 2) to educate, 3) to have the reader take an action, buy something, or to change an opinion or point of view.
4. Communication exists when the words you write convey the thought in your mind into the mind of the reader.
5. Know your reader: Know the technology when writing technology; know the financial world when writing about money; know real estate professionals when writing about real estate. Know what the novice wants to know when writing for beginners.
6. Never say your work will appeal to the novice and the professional. It won’t because it can’t.
7. Words matter; know the meaning of your words in the reader’s world.
8. Actions make them easy to complete and worded so there is no ambiguity.
9. Don’t write: buy, pay, or purchase. Rather write Order.
10. When you write marketing material tell the reader where the product may be purchased. And do not mention the price.