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The 'write' approach to marketing

By Navigator member Phil Allcock

Step back to move forward
If you’re a single trader or the owner of a small business, producing written marketing material that has a real impact can be very difficult. Here are just three reasons why this may be the case:

*  You’re not an expert at writing in a way that would persuade potential customers that your solutions are the best
*  You try and include too many messages – and the resulting material is just confusing to the reader
*  You know your subject TOO well to be able to look at it subjectively – the old adage, ‘You can’t see the wood for the trees’ applies to you!

In many cases, all of these issues may apply. I was once asked to write a feature for a Managing Director who really didn’t know how to communicate. He hadn’t really thought through the key points he wanted to make and he insisted on writing reams of information about every single aspect of his service. The end result was a combination of waffle, technical jargon and a plethora of messages. It was more likely to alienate than attract potential customers.

Take a step back
So, what is the solution? The first thing is to take a step back and take a new look at your product or service:

*  What are the key messages you want to get across to your existing and potential customers?
*  Looking at it from the customer’s point of view, why would they want to buy your product or service? What makes it better than your competitors’ solutions? (If you don’t believe in your product, you have problems…)
*  Is there one over-riding core message that you can focus on for a specific article or press release?

Take another step back
When you’ve identified one or more key messages, start writing about them. Remember to get the main thrust of your message across in simple terms at the beginning of your article. You can expand upon this in the central section and then summarise your thoughts at the end. Try and avoid technical terms (unless your audience is very familiar with them), but if you have to use them, explain them clearly.

Then take a step back and look at what you’ve written. Edit and rewrite it until you’re happy with it. Then show it to someone who isn’t directly connected with your business and ask them what they think of it.

*  Is it clear?
*  Have they understood the message you’re trying to get across?
*  If they were a potential customer, would it persuade them to at least think abut using your company.

It’s a lot of work (I never said it was easy!) – but it’s worth if it helps to stimulate customer awareness and interest in your solutions.

Phil Allcock
Professional Copywriter
www.phila.co.uk

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