Just about anyone can write. But writing – and writing for marketing – are two very different things. If you’re looking to sharpen your writing skills to attract and retain customers or clients, read on!
Top 10 Writing Tips for Marketing
1. Ditch the formality. Write like you speak so your market can relate to you. Enough said.
2. BUT, pay attention to grammar and spelling. PLS don’t write like YR 12 year old niece TXTS. Always run spell check, and have a colleague check for grammar, proper context and meaning.
3. Avoid the “Paradigm Shift”. All it takes is one reference to buzz words like “Bleeding edge technology” or “value-driven mandates”, and people tune out. Use language anyone can understand. If your mom doesn’t know what your organization’s paradigm shift is, don’t use it.
4. Know your target market and write to them. Give them what they need to know when they need it. For example, you’re creating an ad campaign that introduces your company to your target audience. Highlight the main value your clients or customers gain from your products or services. At this point in the buying cycle, they need to know what’s in it for them. Your company history doesn’t matter to them just yet.
5. Know how long your content should be. Email subject lines should be 50 characters or LESS. A line of text should be no longer than 12 words. A paragraph should be no more than 4 lines.
6. Tell your story. Share your passion – it’s what sets you apart. You may provide accounting services, but so does every CPA. Tell WHY you love maximizing your clients’ income. It will energize you, and your audience will feel it.
7. Brevity trumps long-winded. Take out any filler and fluff. Every word needs to add meaning for your reader. Attention spans are getting shorter. The number of smart phones used to consume content is increasing. Keep that in mind.
8. For headlines, create curiosity and use lively words. But remember to Keep it Super Short (KISS).
9. For blog posts, consistency is key. Don’t post twice a month then abandon your blog for 3 months, only to pick up again 4 months later. Respect your readers time and be concise in your thought. Use bullet points or lists to organize information. Same applies for email marketing.
10. Have one clear and compelling call to action. Everyone is distracted and busy. Your content needs to generate an activity. A generic call to action like “Contact us” will not inspire action. “Click today to receive a free sample” is so much better. Get clear on what you want your market to do. Including a deadline helps!
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