[This blog was inspired by many good posts out there about copywriting, such as this post by David Orban from O&Y.]
Attention everyone, class is now in session. I know some of you have taken this course because you major in related fields. Judging from your transcripts, I see a lot of ENGL, JRNL and of course some ADMN backgrounds. That shows me that you have some written communication skills, but it doesn’t automatically make you good marketers. Fear not, I’m going to give you some handy hints on how to write every item you send to business prospects. Here they are:
Avoid the words “we, us, our” as much as you can. While your company is no doubt really interesting, it’s not the one that the reader is keenly interested in. They’re most interested in solving their own issues or achieving more milestones. If you can talk to them about how they can do that (with some help from you), then you’ll have their attention.
I realize you rarely meet the end user, but try to imagine their environment and how they talk. Now match their communication style. If, for example, you’re writing for a buyer of industrial machinery, don’t use writing that looks like it came from an investment banker.
Don’t use exaggerated phrases, like those typically used in B2C marketing. Your target audience isn’t going to choose you because you put a “50¢ off your next purchase” coupon at the bottom of your collateral or used a cutesy rhyme. You’re not writing a newspaper flyer, you’re writing something that demonstrates your understanding of the prospect’s need and provides a solution whose value is beyond question. For these reasons, I forbid your assignments from saying: “Don’t delay, act today”… “You’ve tried the rest now try the best” … “This category-killing, breakthrough product” … here’s a good list of gobbledygook phrases to avoid.
I know most of you make your writing assignments as long as possible and ensure that you don’t leave out any explanation. But your prospective reader wants to read as little as possible, so help them by being brief. Remember that they want to find the quickest possible way to solve their problem – and they’ll listen to you if your piece clearly tells them that you can solve it.
I’ve been asked, “What happens if my piece is longer than it has to be?” and my answer is “nothing, meaning that the prospect will do nothing with your company, because they didn’t read your collateral.” So with all this in mind, I’m dismissing class to let you get on with your writing. By the way, I won’t be grading your assignment, your prospects will. Good luck!
Comments