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 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 writing efforts. Such errors accomplish only one thing: They destine your promotional piece for the infamous “round file.” They also show prospects that you are lazy, uncreative and possibly incapable of delivering quality work. In order to entice prospects to contact you based on your promotional mailings, you need to keep your writing both lively and factual. The following guidelines will help you write promotional pieces that even your toughest prospects can’t resist.
Get to the Point
You have less than five seconds to impress your prospects to read on. And the first words any prospect will read is the headline of your piece. Craft a compelling headline that immediately conveys why this information is important to your prospects. Because your headline determines if the prospect keeps reading, craft yours wisely.
Minimize the Hype
- The four main headline formulas that work are:
- The How-to Formula: “How to” + verb + product/service/noun + benefit Example: How to Create a Store Promotion that Increases Revenue
- The New Formula: “New” + product/service + benefit Example: New Tax Law Saves You Money
- The Power Verb Formula: “Power Verb” + product/service + benefit Example: Prepare a Business Plan that Boosts Company Profits
- The Free Formula: “Free” + product/service + benefit Example: Free Booklet Reveals the Secret to Lowering Your Interest Rate
- Many people think that in order to get people to read their promotional piece they must write something outrageous. To some degree, this is true. Claiming something outrageous is a great way to generate interest, as people naturally love controversy. Plus, if you can stir things up, you’ll get lots of exposure. The thing to remember, however, is that you must be prepared to answer questions and/or prove everything you claim in your writing. If you want to write something just for sensationalism but can’t back it up, don’t. You must be able to support everything you print.
Lessen Your 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. Instead of telling prospects that your product is “the most extraordinary thing to ever hit the market” or that your service is “capable of revolutionizing the industry,” show your prospects how these claims are possible. Give the benefits of using the product or service as they pertain to your prospects’ lives so they can determine just how extraordinary or revolutionary the product or service really is.Evoke Images
As you write, try to evoke more than one of the five senses. Paint a picture with your words so that prospects see, hear, smell, taste or 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. Do more than just tell prospects what’s going on.Compel a 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. For example, in a sales letter you could write, “Please call our office immediately for more information on how we can help.” A brochure could say, “Order the wheelchair at our special introductory price today.” In a newsletter you could write, “Visit our website for more information about our new product line.” Tell prospects precisely what you want them to do.Make It Work for You
When your promotional pieces present your information in the most compelling and factual manner, your prospects will find them and your company irresistible. As you write future sales letters, brochures or other promotional pieces, keep these guidelines in mind. When you do, you’ll create a promotional piece that delights prospects and makes them eager to do business with you.
