There
sits the dictionary. How in the world will you choose the right words
to connect
with your target market? Yes, you can write, but can you effectively
inform, persuade and sell with your words?
Use
the suggestions below to help your business grow and expand through
the written word.
1) Clarify.
Who is your target market and what is the purpose
of your message? Study the profile of your target market and write directly
to them.
2) Remove Your Ego! This
is not about how great your company is - features don't sell. List the
benefits of doing business with you and of your services and products.
3)
Simplify. Write in
the language of your market. They do not have a Masters in computer
science - that is why they need you.
4)
Be Concise. Get to the point in the first
paragraph. Write in short sentences. Use bullets, quotes and boxes to
break long copy up. Use a readable font and don't put words over heavily
patterned or designed paper.
5) Energize! Chances
are if you fall asleep while writing it, your audience will too. Put
on some upbeat music while writing. Spice it up and add interesting
flavors so they will savor the message and want to call you.
6) Write a Powerful Headline. The
headline must capture attention and interest. It needs to entice the
reader to keep reading.
7) Be Helpful. On
the average, 75% more people read helpful information as opposed to
information regarding products and services.
8) Write in Present Tense. Write
in present tense, second person. Example: "Come to Hawaii, where you
can relax and leave your worries behind."
9) Edit. Most people
are on information overload. Give them what they need, not what you
want. Trim the fat and then trim again. Leave just enough meat to make
them want more.
10) Proof. Then proof
again. Use spell-check and then proof again. Give it to a colleague
to read and then proof again. Once in print - errors can be costly and
embarrassing!
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design by Karen Hope Tang
Susan
Ann Darley, P.O.
Box 1024,
Sierra Madre, CA 91025-4024
(626) 355-2753
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Susan Ann Darley. All rights reserved.
