Eight Tips to Help Your Sales by Writing Well

Creative Services

​Do you first consider your audience when preparing your marketing materials? Or are you writing for your CEO or marketing colleagues?

Integrated marketing campaigns require a strong strategy with consistent messaging, tone, and voice used throughout each leg of the campaign. Effective marketing needs content focused on driving sales. To do so, you need to write with your customer in mind, and write well. Here are eight writing tips that will help improve the quality of your sales materials and help increase your revenues:
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1. Be Conversational. If you’re writing for your customers, write as if you’re speaking to one person. Be conversational and personable. Skip the formalities.
2. Be Clear. Avoid internal industry jargon and marketing gobbledygook. Stay away from acronyms unless you’re absolutely certain that your audience is familiar with and speaks in those same terms, as in the case of engineers or physicians. Don’t talk over their heads, but don’t talk down to them either.
3. The Most Important Sentence. The single-most important sentence in anything you write is the first one. The Headline. Most readers simply scan headlines before deciding whether to read the whole article. If you can capture your readers’ attention with the headline, the next sentence has to build on up it. Every sentence should lead to the next.
4. Use Subheads. Just like that one above. Subheads make your materials easier to scan for those who may be in a hurry (like most of us), and help readers decide if they’re ready to commit to reading the whole article.
5. Why Should Readers Care? Your customers want to know what’s in it for them. Too often, marketers write for their colleagues in sales and product development. Stress the advantages for your reader. Focus on the benefit of your product, not simply the features.
6. What’s the Big Idea? Pick one primary message you want your reader to take away. Everything should build upon that main idea and support it.
7. Be Accurate. Nothing is more unprofessional than poor grammar, missed punctuation, and misspelled words. Be aware: spell check can’t catch everything! If you’re not confident in your own writing ability, hire a professional copywriter or at least a proofreader. If your marketing messages are filled with typos and inaccuracies, your customer senses sloppiness and wonders where else you may be cutting corners.
8. Be Brief. Unless you’re Tolstoy or Melville, people are too busy to read lengthy prose. Be brilliant by being brief. This requires merciless editing. If you’ve included additional thoughts that don’t support your main idea, cut them out.

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