Are you cutting costs by writing your own marketing materials? Many business owners are writing their own copy for direct marketing programs and online advertisements. It’s challenging to be creative and come up with new taglines and copy. If you are not a pro at copywriting you will be after following the tips below. Anyone can become a good copywriter if they follow the most important rules and practice writing. The more you do it the better you get at it…just like most things in life!
Writing good copy is a technique that can be taught to business professionals in any industry. However, it takes time to produce copy and you need to be able to focus without interruptions. Here are some tips to help you produce fabulous copy for your marketing materials:
- Personalize your message – Try writing to a single person rather than a mass audience. Visualize your prospect and speak to them in a way that they understand. Make sure you know your target audience. Smart companies should write copy that makes the reader feel as if they are speaking directly to him/her.
- Don’t come on too strong – Less is more….most readers have a short attention span. Don’t hit them with too much information or too many offers. Keep it simple. It should focus on the benefits and not all about your PITCH.
- Use a compelling offer – Make sure you have a compelling offer to get people to respond. It should be relevant to your audience.
- Create a sense of urgency – Make sure you give prospects a feeling of urgency. They should want to contact you now to grab that special offer or time will run out. Keep them on their toes.
- Use Clear Qualifying Language – Make sure you use language that is clear and easy to understand. For example, Engineers would need technical copy and terms…but a normal business person may not be as technical.
Types of Campaigns
Depending on the type of campaign, you will need to fit your copy to the medium. For example, when writing brochure copy, people have the tendency to write a book. You need to keep the text short and to the point. Most people have a very short attention span and will only look at the bulleted or highlighted items. Same holds true for an email campaign or direct mail postcard. Keep it simple…..
If you can’t adhere to the tips above and don’t have the time to focus on writing, then you should outsource to a professional copywriter. Professional copywriters are available on a freelance basis and can be hired for specific projects. You always want to keep your copy fresh and new ideas flowing! Happy writing!
Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc. She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola. Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing. Visit: www.infusiondirect.com or call 631-846-1558
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About Monique Merhige
Infusion Direct Marketing's founder Monique Merhige has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola. Monique is an Adjunct Professor of Marketing at Dowling College in Oakdale and Brookhaven. She holds a Bachelor Degree in Marketing and an MBA in General Management.