- You have to know your readers. Picture their age, their provenience, their education, their interests – and from there on, answer their question: “what’s in this for me?”
- They want information and how your product or service can help them.
- Make sure that the paragraphs and sentences are short, and that they do not have any redundant words.
In the past, all you needed in order to be successful was a website – one on which you would splash the most basic information about your product or service. People did not need much back then; all they needed was the product and the basic information on what it does. Its actual goal was to get the potential buyers interested so that they could visit the physical store.
Now, however, this is no longer enough. The internet has grown to be a rather powerful tool, and most transactions are done through the online medium. Your website can give you so much more than the basic necessities – but only as long as you come up with effective marketing writing. Here are 10 tips for you to do so.
1. Know Your Audience
There is a saying that goes somewhere along these lines: “a message was written for everyone usually impresses no one.” This applies to the marketing world as well. For your writing to be successful, you have to know your readers. Picture their age, their provenience, their education, their interests – and from there on, answer their question: “what’s in this for me?”
2. Do Your Research
Want to do more effective marketing writing? Then READ. Take a close look at what others are saying about this line of business and try to come up with some new, fresh ideas. Surpass your competition by being informed.
3. Know the Message
Before you even begin to type out the words, you should be able to decide what exactly you are attempting to achieve. Is your purpose to share info, or do you want to inspire your readers into taking action? Make it clear to the readers what the product will do for them.
4. Find a Unique Angle
Sure, you might find it a good idea to go for the used angle which you know works – but if a product has been around on the market for a while the people will obviously go for the first one – even though yours has pretty much the same description. This is why you need to be unique.
5. Make Readers the Priority
There’s a big difference between “sales-y” and “informative” – and the customer will always want the latter. Build the trust with your readers and tune out the promotional reading – giving them what they want instead. They want information and how your product or service can help them.
6. Show Rather than Tell
Instead of giving a summary of what your product does, try being as descriptive as possible instead. When a customer envisions the product from your writing, they will be more prompted to try out your product.
7. Avoid the Clichés
Most of the time, clichés are seen as unprofessional and overused. Instead of relying on a cliché, you should focus on being original. Don’t just “think outside the box;” you should “break away from the heard” instead.
8. Drop the Jargon
There are technical terms and acronyms in pretty much every field. If the reader knows the lingo, they are very useful. However, if you are also reaching people outside your field, it might lead to some confusion.
9. Keep It Short
The key to marketing writing is to keep it tight and to the point. Make sure that the paragraphs and sentences are short, and that they do not have any redundant words. This is bound to keep the attention of your reader.
Last but most important, you should never post a text without proofreading it. It’s very easy to put the wrong word in the wrong context – and spell checkers will usually miss this. Make sure that you prevent that from happening.
It may not turn out as the perfect text from the very beginning – but if you dedicate yourself to getting better, you will certainly see results.