Many small business owners often find that they have to write their own promotional material to include in their advertising campaigns and brochures. Here are some tips to make sure that what you write is fit for purpose:
Focus on Customers: Don’t be tempted to simply write all about you and your business. Your promotional material is meant to show customers exactly what you can do for them and not simply just describe your products or services. Focus on the beneficial effects that they will provide to customers, rather than the features they have.
Get to the Point: Avoid wasting time with an introductory passage at the beginning of your promotional material with details of your company history and how it got started. This will bore people before they even finish the first sentence. Instead, you must grab the reader’s attention and let them know what you can do for them.
Consider your Audience: Write according to the advertising medium that you are using. If you are writing for a brochure that will be given to customers, you will need to use different prose and focus on different aspects of your business than you would if you are advertising in a trade publication.
Consult your Designers: You need to bear in mind the aesthetic layout of whatever it is that you are writing. Brochures are often constrained by size and space restrictions that will set boundaries on how much information it is possible to fit in. Speak to whoever is doing the design work so that you can build the best possible collaboration.
Keep it Brief: Your audience is likely to only skim read the promotional material that you write anyway. Make sure what you produce hits the target and covers all the bases. Try to keep the word count as low as possible whilst also managing to pack in a wealth of useful information.