Whether you’re creating a sales letter, a brochure, a newsletter or any other business promotional piece, you need to write in a way that not only explains your product or service but that also compels your prospects to contact you.
Unfortunately, many promotional pieces miss the mark. Outrageous claims, weak calls to action and boring text are the common mistakes that plague most people’s writing and make their promotional materials fall flat. Check out these writing tips for persuasive copy that works.
1. Write a headline that gets to the point. You have less than five seconds to impress your prospects to read on. And the first thing any prospect reads is the headline. Craft a compelling headline that immediately conveys why this information is important to your prospects. The four main headline formulas that work are:
-How To: The formula is “How to” plus verb plus product/service/noun plus benefit. Example: How to Create a Store Promotion That Increases Revenue
-New: The formula is “New” plus product/service plus benefit. Example: New Tax Law Saves You Money
-Power Verb: The formula is “Power Verb” plus product/service plus benefit. Example: Prepare A Business Plan That Boosts Company Profits
-Free: The formula is “Free” plus product/service plus benefit. Example: Free Booklet Reveals The Secret To Lowering Your Interest Rate
2. Go easy on the posturing. While you may produce the best products or offer the most unique services in the world, that is for your prospects to decide. Every superlative you use in your promotional piece will reduce the prospect’s trust in what you say. So instead of telling prospects that your product is “the most extraordinary thing to ever hit the market,” show your prospects how these claims are possible. Focus on the reasons to believe so they can determine for themselves just what makes your product or service extraordinary or revolutionary.
3. Evoke images. As you write, paint a picture with your words so prospects see, hear, smell, taste and feel what you’re describing. Contrary to popular belief, the best promotional writers think in pictures, not words. They see the image they want to convey to their prospects, and that’s what they write.
4. Always make a compelling call to action. What do you want the person reading your sales letter, brochure or other promotional piece to do? Buy your product? Call you for more information? Visit your website? Whatever action you want your prospects to take, state it clearly. Too many promotional pieces ramble on about all the features and benefits of the product, but they never tell the prospects to actually do anything.