Whether you & # 39; creating a sales letter, a brochure, newsletter, or any other business promotional piece, you need to write in a way that not only explains the product or service, but it also compels prospects to contact you. A well-written promotional piece entices people to seek more information, be it through phone calls, e-mail or a personal visit. A good promotional piece shows professionalism and creativity.
The key word to remember, "allure." The promotional piece does not give every detail – that & # 39; and the sales department & # 39; s work. The promotional piece just a prelude.
Unfortunately, many promotional pieces miss the mark. Outrageous claims, weak and sloppy formatting calls for common mistakes that plague most people & # 39; s writing. Such errors accomplish only one thing:. "Round file" I dedicate the infamous promotional piece They also show prospects that & # 39; lazy, uncreative, or inability to quality work.
To entice prospects to contact you in your promotional mail, it should be writing both lively and factual. The following guidelines will help you write promotional pieces that even the toughest prospects can not resist.
1. Be legible.
Only white, off-white, paper or other soothing colors. If you think of the outrageous paper colors, such as yellow or neon pink, they get attention, think again. Hurting someone & # 39; s eyes is not the way to gain attention. Moreover, bearing in mind the font you choose. Of course, all kinds of innovative computer fonts, but this is not the time to try them out. Stick with a simple font, such as Arial or Times New Roman, 10, 11 or 12-point type. If you have to print small enough to squeeze everything that's available space, you & # 39; saying too much. As Shakespeare said, "Just the essence of wit." In the case of promotional writing, "Just the essentials showcase your mind."
2. Type in the address bar to get to the point.
If less than five seconds to impress your prospects read. And the first thing that any chance is this piece of & # 39; s headline. So craft compelling headline that immediately conveys why this information is important to the prospects. The four main priority formulas that work as follows:
o How – The Formula "How to" + verb + product / service / noun + profit.
Example: How to Create a Store Promotion, which increases the revenue
o new – the formula for the "new" + product / service + benefit.
Example: A new tax code to save money
o Word Power – The formula "Power Verb" + product / service + benefit.
Example: prepare a business plan, which will increase the company's profit
o Free – The formula is "Free" + product / service + benefit.
Example: Free booklet reveals that the secret to reduce the interest rate
Regardless of choosing a headline formulas, avoid sounding like an infomercial or a used car salesman. As the headline determines whether the prospect keeps reading, crafts yours wisely.
3. Hold the hype to a minimum.
Many people believe that in order to solicit interest in a promotional piece to write something outrageous. To some extent this is true. He said something outrageous is a great way to get attention, as people naturally love controversy. Plus, if you mix things up, you & # 39; ll get a lot of exposure. The thing to remember, though, is that we must be prepared to answer any questions and / or writing to prove everything. So if you want to write something just sensationalism, but do not back it up, no. You must be able to support you print.
4. easy to go posturing.
Although it may be produced or the best products are the most unique features in the world, that is, the potential decision. Each uses a unique promotional items reduces the view & # 39; and trust in what you say. So instead of telling prospects that the product is "the most special widget on the market" and that the provider is "the ability to revolutionize the industry," show the prospects that these claims as possible. Give the benefits of using your product or service, provided that the outlook for the & # 39; live, so you can decide how extraordinary or revolutionary product or service is.
As I write, more reminiscent of the five senses. To paint a picture in words so prospects see, hear, smell, taste and feel what & # 39; describe. Contrary to popular belief, the best promotional writers think in pictures, not words. They see the image they want to convey to your prospects, and that & # 39; and what they write. So, if you & # 39; candy manufacturer or a florist, for example, write so that readers can smell the candy or flowers, not just to see what they look like. If you & # 39; the restaurant business, it helps the reader to taste the food. If you & # 39; Irish business productivity, help your prospects to hear the motion productivity and feel the rush of a sales call. Do not just tell me what prospects & # 39; flow.
6. Carry out awareness-raising action.
What do you want the person reading your sales letters, brochures or other promotional pieces to do? To buy the product? Call to have more information? Visit the website? Whatever action you want the prospect to state clearly. Too many promotional pieces ramble all the features and benefits of the product, but never tells the opportunity to really anything. For example, you could write a sales letter is ". Please call our office immediately for more information on how we can help" The publication might say: "Order your widget at the special introductory price today." Newsletter can also write ". Visit our website for more information about the new product line" Tell prospects exactly what you want them to do.
7. clearly defines the contact information.
always let prospects know who to contact and how to do it. List your name, phone number and email address prominently displayed every piece. Rarely prospects search for your contact information so that display well on top and bottom of each page. Select the contact information you melt into the text too much. Remember, the goal is to make your prospects to contact you. Make it easy for them to do so.
Make Your Promotional Pieces Work for You
If the data provided by the promotional pieces will be the most appealing and factually, the prospects of finding them and your company irresistible. So as you write future sales letters, brochures or other promotional pieces, keep these guidelines. If not, you & # 39; ll create a promotional piece that delights prospects and make them reluctant to do business with you. A well-written promotional piece, you get more and better clients to help your business grow.