From promotions to social posts, print ads to website copy, you want your business’s marketing messages to ultimately land a sale. How? It’s all in your writing. With these six tips, you can create sales inducing content that’s fit for any marketing material:
1. Identify and solve problem
You can create a brochure about how wonderful your product is, or send a mailer that offers a good deal, but what customers really respond to is a problem solver.
What problem does your product or service solve? In a short sentence, tell your customers the problem. Then, provide a solution. It’s a great strategy for any kind of marketing material.
Here’s an example for a mailer:
“Stop wasting money on gym memberships that you’ll never use. Get activate with this affordable in-home stair climber instead.” In two sentences, a problem is presented and a solution – which is your product or service – is presented as the answer.
Here’s an example from Care.com sent via email. The subject line presented the problem. It read, “Exhausted from holiday prep? Let us help.” Once the email is open, Care.com presents its services as a solution. Take a look.
2. Create a sense of urgency
Your marketing messages should compel a customer to act, so you’ll want to use urgent language. You want to convince a customer to make a purchase, reserve a seat or book an appointment now – not a week from now. Here’s how to create a sense of urgency in your writing:
- Set a deadline
To create a sense of urgency, mention a deadline. If customers have a limited amount of time to get in on a deal, they’re more likely to act sooner than later.
- Mention limited quantities
Are you selling a limited number of products? Are they in high demand? Have they sold out before? If any of these statements are true, tell customers. The urge to get a product before it’s gone can work in your favor.
- Use the right wording
Use urgent phrases like “Limited-time offer,” “Act now while supplies last” or “Don’t be left out” to encourage customers to act.
3. Use persuasive words
Aside from using urgent language, you’ll also want to sprinkle in one of these five words:
What’s so great about these words? Research shows these are the five most persuasive words in the English language.
Using the word “you” makes your writing relatable. The word “free” doesn’t really require explanation, right? Everyone loves free stuff. The word “because” showcases a customer’s need for explanation. “Instantly” is a hot action word. After all, we live in an instant world. And everyone wants something “new.” Think about how fast the newest iPhone sells.
4. Write for scanners
No matter what kind of marketing material you create, your readers will likely be “scanners.” In other words, most people scan material first to see what grabs their attention. If they’re pulled in, they’ll read it in more detail. Here are a few tips:
- Create a headline
No matter what kind of marketing material you create, make sure it has a headline. A blog post, a brochure – whatever it is – a title instantly tells a scanner what to expect.
- Use subheads or bold phrases
If you’re mailing a postcard, or writing a blog post, make key segments standout. Put subheadings or part of a sentence in bold so a reader is drawn to those phrases.
5. Provide a call to action
Once you’ve made your sales pitch, give customers an easy way to take action.
Tell them what the next step is. For example, “Visit our website at www.ABCCompany.com to make appointment” or “Bring this postcard in to save 25 percent on your next purchase.”
Make sure your call to action is clear and simple. Don’t use flowery language or try to be cute, when it comes to your call to action just stick to the facts.
6. Use the right tone
Before you sit down to write, figure out what kind of tone you plan to take.
How do you talk to your customers? Do you use a conversational tone? A professional one? It’s important that your marketing materials are aligned with your brand’s tone.
Aren’t sure what your brand’s tone is? To define your tone, you have to define your audience. What’s your average customer like? How do they want, or expect, to be treated? By answering these questions you should be able to make a decision about your brand’s tone.
For example, if you have a laidback brand that sells clothing to tweens, you’ll likely have a conversational tone that could include popular slang or abbreviations like LOL or emoticons.
What’s your secret to writing an effective promotion, social post, brochure or postcard? Add to our list of tips in the comment section below.