1.  Know your audience.

To successfully write marketing pieces, the first step is to know your audience.  Know who they are, what they're looking for, how they buy and why they should buy from you.  You will not only know how to write for them, but your target audience is already interested in your product or service, making your sales process shorter.  A well-written campaign to a target audience gives you the highest return on your investment of time, effort and money.

 

2.  Know your marketing goals.

Different marketing goals require different types of marketing writing.  Are you selling a product or service?  Are you educating the consumer?  Is it a special offer?  What action do you want the reader to take?  Know what end goals need to come as a result of how you write.

 

3.  Know what to say and how to say it.  

Know what you're talking about.  Using the proper language and approach gives your audience confidence in your writing, and your company.  In most cases, you won't have unlimited space , or marketing money, to get your message across.  Make sure you use simple, concise sentences that flow smoothly and are easy to understand.

 

4.  Provide a benefit to your reader.

Always remember WHIFM – What's In It For Me.  Everyone wants something that provides a benefit for them, whether it's to avoid pain, make money, be better informed or just be entertained. Writing that communicates clear benefit influences the reader's decision to act.

 

5.  Include call to action.

Without a call to action, your top sales pitch will never work.  You've written copy that provides a benefit, shown your reader how their lives will be better and sold them all the way.  So what?  What does your reader do now?  Call for a free report?  Make an appointment?  Visit a retail store with a coupon?  Remember to insist that your reader take action.

 

6.  Remember your contact information.

And, what good is a call to action if there's no way to do it?  Include every possible way to contact your company.  Your marketing copy needs to include your phone number, address with zip code for mapping, an email address and your complete website address.  Make it easy for your reader to take advantage of your offer.

 

7.  Know your limits.

Know both your monetary and skill level limits.  Your marketing project budget will determine the type of media you use and the scope of your campaign.  

 

Your own skill level will determine how much writing you do on your own. You'll definitely be editor of your project so inventory your skills and time carefully.  If you take time to educate your marketing writer on your project and company, you'll get the best final product and the most for your writing dollar.  If your expertise doesn't lie in writing copy that sells, make the investment to hire a marketing writer.