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07 Nov 09 Get Maximum Value out of your Marketing Writing

The marketing writing is different from any other form of writing in the sense that the former kind of writing requires people to take some kind of action, while general writing just aim at informing and persuading people. Thus, you need to make your writing clear, concise, and emphatic. You need to entice your customers into reading your stuff to the end, and to achieve this goal, you need to follow the following guidelines.

Use emphatic headlines

The goal of a headline is not to sell the product, but to push the audience to read further by generating interest in them. When writing a marketing copy or copy for print ads then write headline in such a way that audience get curious after reading this and decide to read further.

Use descriptive sub-heading

The purpose of the subheading is to explain the promise made by the headline and push the reader to read the body copy.

Write focused body copy

This is where you need to sell your stuff. Your body copy should fulfill the promises made by the headline and the sub-heading. Use a conversational tone, do not preach your target audience. They hate it like anything. Each word of the body copy should lead you to the next word, and the next word to the next word, and so on. You can achieve this only by using measured words.

Tips for writing body copy

  • Use short sentences.
  • Write the body copy using active voice.
  • Keep the writing jargon-free. No one likes to read technical details.
  • Express the benefits not the features.
  • One size doesn’t fit all, therefore, right body copy with the target audience in mind. The copy you will write for a doctor who is 26 years of age and an artist of the same age will be different. Keep this subtle difference in mind.
  • Talk, do not preach.
  • Tell the reader, how you can help him solve his problem.
  • Use direct sentences.

Add Call to action

The marketing copy will fetch no result, if there is no call to action included at critical juncture in the marketing copy. A call to action tells the user what is expected of him. What action you want from him. This is very, very important.

Conclusion

Marketing copy writing is as much a science as it is an art. You cannot achieve anything meaningful by just making the writing flowery. Always remember, you are not writing a birthday card, its marketing stuff that you are writing.

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23 Aug 09 Do you also Need Tips on Writing for Web?

How many times have you heard that writing for web is different from writing for print? I am sure, initially, you did not believe it. After all, writing is writing; how does it matter if it’s for print or for the Internet? Well, as a writer, I happen to agree with you, but as a reader, I strongly disagree with you. “Man, I do not have that much of time when I am on the Internet, so better give me something that I can read fast. I want an article that I can read while my Facebook page loads itself. I have to check my mail as well. Boss said the work he delegated in the morning should be finished in an hour. So, please give something that I can scan quickly,” shouts the busy professional inside me, despite my continual effort to shut the F#@@$#r.

Below, I am giving a handful of writing tips that will help people like me read more on the Internet, by the way, most of the people on the Internet are like me only.

  1. Use Headlines, headings and subheading that make sense. Keep clever lines safe for print.
  2. Use simple words. No one like using a dictionary when scanning through the Internet.
  3. Use short sentences to convey the idea.
  4. Use short paragraphs. Paragraphs that run into 10s of sentences are strict no-no for the web.
  5. Write a proper paragraph; one idea per paragraph.
  6. Break the articles into small chunks by using headings and subheads.
  7. Make your text more scannable by making important keywords bold, italic or by underlining it.
  8. Use lists like this one, wherever it is possible. It is easy to go through a list than a 10-sentence paragraph.
  9. Use objective language. Do not make your article sound like a promotion material.
  10. Link old articles or blog-posts on your domain to retain visitors for long.

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