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Wednesday, December 03, 2008

Seven Simple Steps to Flawless Marketing copy

Have you ever visited a website that had poorly written text or read a brochure that had typos or spelling errors on the cover? I don't know about you, but I am always turned off by this kind of sloppy work. In fact, if the offending business isn't paying attention to these little details, I wonder what else it is missing. Maybe the company will mail my purchase to the wrong address or forget to gift wrap the package I need sent overnight. Of course, these scenarios are exaggerations, but that's the risk companies take when they overlook details like good copywriting and editing. When we see mistakes—even minor ones—we question the quality of a company's work. How can you create a flawless first impression? Simple. Avoid copywriting and editing errors in your own marketing materials with these guidelines.
1. Identify your target audience and the voice you'll use when speaking to it. Are you offering your services to CEOs and top level managers? If so, consider using a professional tone in the third person (they, he, she). Maybe you want to appeal to parents of young children. Consider a more casual, friend-to-friend tone in the first (I, we, our) or second person (you). Be sure to consider the type of material you are writing, too. Brochures tend to be more formal than website copy, for example. Flyers and coupons, on the other hand, are often lighter in tone. Read More>>