Writing for marketing is a lot different than creating a report, news article, or thesis statement. Here are a few quick tips on how to create compelling content.
Make it Short and Easy
This article uses an approach that does a great job of holding readers’ interest—a numbered (or bulleted) list. Breaking your article into clearly defined sections allows the reader to skim your message and zone in on what interests them.
Readers don’t have time to wade through jargon and technical concepts, but they can digest quick, clearly defined ideas. Keep sentences as short as possible and paragraphs to only a few lines. Replace sophisticated fancy words with simpler ones.
Use at Least One Call to Action
The purpose of any marketing content should be to compel the reader to take action. This applies to any medium, including blog posts, social media updates, website content, print materials… there’s no end to the list. Calls to action can be as simple as clicking in a link, or more involved like mailing in a form.
The number of calls to action should correspond to the length of your content. A short piece of content, such as a Facebook post, would only have one call to action, such as, “Read our latest blog post”. A longer piece, like a sales letter, may have a few sprinkled throughout and could include highlighted areas telling the reader what you want them to do.
Invest in Great Content
Your marketing is only as good as the content it contains. If you fail here, the rest of the details won’t matter.
But creating great content is hard, especially if you’re not a master copywriter or professional photographer. The best thing you can do is to commission a professional. Working with photographers, designers and writers will not only improve your marketing, it will save you a ton of time.
Proof, Proof, and Proof Again
No company wants to mail out a thousand postcards to find out 3 days later they spelled the word ‘product’ wrong on it.
Invest the time to proof your content carefully and with multiple people. Items that are very easy to miss in marketing materials are the details that are seen every day—contact/location information, product names, URLs, and email addresses.
Grammar and spelling are just as important. A good trick for checking copy is to read the document “backwards”: use a ruler and start at the bottom of the piece, moving the ruler up as each line is read. It’s harder for your mind to skip over errors this way.
Checking images is also vital. Watching for small details such as ensuring all safety gear is on, that there are no other company logos showing, or odd things in reflections on glass.
Writing for marketing doesn’t have to be complicated. In fact, it shouldn’t be. There’s great results in keeping it short, sleek, and valuable to the reader.