Even with the importance of the web these days, most companies still have a need for printed materials – whether they are brochures, product sheets, newsletters, presentation folders, trade-show hand-outs, direct mail, case studies and so on. Here are our top five tips for developing compelling, sales-oriented marketing materials.
1. Define whom you are writing for. Resist the urge to develop content for a variety of audiences. Appeal to your main audience with content that will lead them to take action.
2. Hook them with the headline. The headline is what will initially capture attention and prompt the reader to read on. Make sure that it is short, concise and communicates a key benefit.
3. Use subheads to guide content. Subheads help guide your reader through your document, separating it into manageable, readable sections. They can also highlight benefits and keep interest at a peak. Used appropriately, they’re powerful tools for getting your message across clearly and effectively.
4. Be sure all your materials have a ‘family look’. Every piece of literature doesn't have to look identical, but they should all look planned as a compatible unit. Picture all of your marketing materials laid in front of you on a conference table. Does it all look like it comes from the same company? It should.
5. Invest in good images. Companies sometimes scrimp on getting good photos of their equipment, job sites, people and projects. Strong, professional photography will go a long way to reflecting the quality of your product or service while amateur snapshots can give a poor impression. Consider professional photography as an investment in your future.
Writing for the Internet isn’t rocket science. But some do achieve better results than others. Give the following 5 useful rules a try-- you will notice an improvement.
1. Create keyword-rich content.
Load your writing with keywords for maximum impact. This will optimize ‘searchability’, thus increasing site traffic.
2. Less is better.
Keep each sentence to one line. If your sentences get too long, people will get tired of reading and drift away. They should sound quite conversational.
3. Use headlines.
Headlines break up convoluted paragraphs and make your writing more readable. They also let readers choose which topics they want to read about.
4. Include hyperlinks.
Links engage readers and make it easier for them to check out related information. Your writing becomes more dynamic and less like a textbook.
5. Avoid jargon.
Use plain English and make sure that anyone, not just experts from certain fields, can understand your writing. Keep it simple and concise.