Over the years, I have asked thousands of seminar delegates whether they love to write. Some 20% of the audience puts their hands up, when I ask this question. Like many other things in life, writing ability follows a normal distribution curve. About 20% of us love to write; the majority don’t mind writing, but it is not something they are drawn to; and 20% of us would rather go to the dentist and have root canal work, than put pen to paper.
Writing is central to marketing. In fact, writing runs through the
promotional mix, like the word ‘Brighton’ runs through a stick of rock. You need ‘marketing words’ for web pages, articles, newsletters, blogs, press releases, case studies, mail shots, advertisements, brochures, leaflets and even the humble business card.
Online, the search engines feed on the words that you add to your website (via your Content Management System).
Prospective customers also feed on your words, as they are ‘information hungry’, prior to a purchase. Interestingly, the more you write, the more you will sell as buyers hoover up the knowledge which you share with them.
10 tips to help you to write better marketing words
1. Write frequently, ideally every day(!). This is why I like Twitter: after all, even 140 characters is writing. I also like blogging, as a brief blog can lead to a longer article.
2. Keep learning about grammar and punctuation. A painless way of doing this is to read great authors, as you will soak up their use of language by osmosis.
3. Add to your vocabulary. Writers have a large dictionary by their side and so should you. Look up words and experiment with them.
4. Get feedback from other people about your marketing words.
5. When you write, think about a typical customer and their needs.
6. Write in the ‘language of benefits’ with regards to your products / services.
7. Write several different headlines and choose the best one.
8. Always include a ‘call to action’ at the end of the piece.
9. If you get stuck – take a break and come back to the writing later in the day or the following day.
10. Write the first draft quickly; take a break and then edit your work.
I hope that this helps and I wish you all the best with your copywriting. Incidentally, should you choose Totosites as your website developer, we will help you to write compelling marketing words!