Duct Tape Marketing

Do your marketing materials make people stop, read and take action?

Even in today’s tech-savvy world information is spread through the written word. Customers have to know what your product, service or idea can do for them—or they won’t buy.  So whether you’re writing brochures, Web text or anything in between, you need clear, concise, benefits-oriented copy that really sells.

Sounds easy, but you’re not sure where to start? Just follow these seven simple guidelines to begin writing words that sell.

1)  Know Your Audience
Before you can sell someone a product, you have to know who they are, what they do, and what their problems are. Why? Because the best way to attract someone’s interest, and business, is to show them how you can solve their problems. So begin by describing your target market, and their needs, in two or three sentences. This will help you keep your writing focused.
   
2)  Grab Their Attention
Create relevant headlines that are short and to the point. Once you understand your audience and their main motivations—from spending more time with family, to increasing revenues—you can tailor your headlines to appeal directly to their needs or goals.

3)  State Ideas Clearly
Avoid cute or overly clever wordplay. You might get the joke, but if readers have to work too hard to understand what you are saying, they probably won’t read further. Instead, concentrate on writing clear, concise sentences that are easy to read.

4)  Avoid Visual Overwhelm
Keep paragraphs brief and most sentences short—18 words or less. And don’t list more than three items in a sentence or paragraph. Create a separate list of eye-catching bullet points instead.

5)  Add Oomph
Whenever possible, choose powerful action verbs over static verbs. For example: use act or acting instead of “to act”, grab or grabbing instead of “to grab”.

6)  Sell the Benefits
Promote benefits, not just features. Features are the specific details of your product or service: what it’s made of, how fast it runs, etc. Benefits are what these features can do for your customers. Try this exercise: make a list of features, then for every feature, ask yourself, “So what? What’s in it for me?” The answer is the benefit.

7)  Ask for the Sale
Don’t forget a call to action. Invite customers to call you, include a limited time offer, or provide a free service or item. Always include your contact information with your call to action.

About Stacy Karacostas
With more than 20 years experience managing and marketing small businesses, author Stacy Karacostas has developed a variety of proven tools, tips and tricks that take the struggle out of getting customers and making sales. Help yourself to a variety of free resources, including her powerful report “The Seven Deadliest Small Business Marketing Sins…Are You Guilty?” at www.success-stream.com/7sins.htm.