![]() Be concise and smart sounding but avoid being “wordy” and using verbiage that you wouldn’t use in normal conversation.Īlways get to the point as quickly as possible and speak clearly about your promotions- about the benefits, quality, distinctions, and advantages of your products. It’s counterproductive to write like you’re writing a thesis to impress your professor. ![]() Having a great sense of humor is always advantageous but writing witty copy in a marketing scenario is a real skill and humor can sometimes be seen as you not taking your business seriously enough or it can just taken the wrong way- it's better to avoid it. It’s doubtful whether you've ever immediately start joking around with a customer you just met in real life, so don't do it in your written communications. Write only from your business perspective and avoid the following common pitfalls: Whether you’re writing a paragraph for an ad or an entire brochure, the body copy should reflect the way you talk to your customers daily with intelligence and consideration. It’s a skill that professional writers develop- recognizing what kind of business you are and what products you sell and adapting the copy to fit an appropriate voice.īut you can do this yourself by simply “being yourself”. Now you may assume that you already know who you are and who your customers are, but this does not always translate in writing for some people. Rule one of writing copy for your ads and promotions is to understand the voice of your business. Humorous: “They don’t write songs about Volvos.” (Cadillac) Inspirational: “Impossible is nothing” (Adidas) Intriguing: “How does the man who drives the snowplow drive to the snowplow?” (Volvo) Impel the Viewer: “Don’t dream of winning, train for it.” (Nike) Here are just a few examples of actual headlines with messaging strategies you can adopt for your own business.įeelgood: “Good mornings follow a good Nytol.” (Nytol Cough Medication) A headline should tell the viewer what you’re solving, why you do it better, that you have the lowest prices, have the best quality product, etc., you need something that makes you more attractive than other businesses and sets you apart. ![]() What is the motivation for your headline? Whether it’s as obvious as a sales promotion indicating that you a product discount, an advertisement for a new product, or you’re simply advertising your services, there has to be an objective or you’re wasting promotional real estate. While using clever or witty phrasing to get your point across is effective at grabbing attention, it mustn’t be your motivation for writing a headline. There’s an awful habit that even established companies fall into in trying to lever in puns and popular phrases into promos- an old-fashioned perception that can leave the reader utterly perplexed? Firstly, your headline must relate to your product and business message and then you can build emotion around those strategies. While a headline can be full of humor, seduction, passion, etc., don’t try to force drama into your headline. However, why make a generic headline that won’t help you stand out? Put into context, it can be as simple as the word “sale” on an email or your product name on a brochure- it doesn’t have to be complicated. Your headline is critical to your promotion and gives it purpose and meaning. This guide can help you dissect your promotions and examine the tried-and-tested factors that go into effective content. Message and design commonalities can be taken apart and examined so that you can create successful marketing and promotional collateral. When investing in expensive outside vendors and agencies is not an option, there are rules-of-thumb that can help you design your own ad for a bus stop, a local magazine, a company brochure, or other advertisement to help you get the message out. Making great custom graphics and products is one thing, but the business of sales and promotion is another, and it may not be where your skills lie. Many Roland DGA customers are business startups, trying to get a foothold in business.
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