I have heard a few comments recently about how some people find it really difficult to write marketing copy and how this is causing their marketing to grind to a halt – or never even get going. This may not be the most cutting edge post on the BSA blog but good content is a key component of effective marketing communication and I felt a few tips are in order. There is no question that some people are particularly talented wordsmiths who can command sizeable fees for producing what is undoubtedly highly compelling copy but not everyone has budgets that will stretch to employ a specialist. Writing effectively for business needn’t be the hurdle seen by many. By working to this well established template, you can produce good content for your Blog, Brochure or Business letter:
Attention – Interest – Desire – Proof – Action
By following this model, you should be able to produce copy which will really get results.
Let’s look at each step in turn:
Attention First you need to get the readers attention, and to encourage them to read your message. Realistically you have the first line (at most!) to get your readers attention. You should aim to highlight the purpose of the letter clearly in the first line. A good trick is to present this as a Headline that can not be missed:
- A cost effective way to find new business
- Say goodbye to your …. problems
- A solution to ….
- Lowest prices ever on ….
There is only one purpose for this line, and that is to get the reader to read on, and not to throw the letter straight in the bin. Interest OK, you have the readers attention, and they are reading on. You now have to hold and develop their interest by telling them something more. This will normally be the first paragraph, and it should expand on the claim you made in the headline. If we expand on the first example above a cost effective way to find new buisness The first paragraph might be.
Finding new business can be a real challenge – but marketing resources are often limited. A highly cost effective solution is required. BSA Marketing have over 20 years experience in helping businesses implement effective marketing and generate new business enquiries on limited budgets.
If you have got it right, the reader is now interested in knowing what you have to offer, and you can move on to the next step. Desire Here you are presenting your offer, with the aim of reinforcing a need for your product or service in the mind of the reader. Continuing the example above this section might read.
How many potential customers have you met since you started your business?
How many are you still in touch with?
Yet any marketing guide will tell you that it is easier to get business from people you know than people yiou don’t!
At BSA Marketing we focus on working with clients to build and sustain contact with their target markets. By keeping in touch with your contacts you build awareness and ensure that you are in ‘the right place at the right time’ when opportunities arise.
Proof So you have got your interest, and laid out your offering, but why should they believe your claims? The next step is therefore to back up your words with some proof of your capabilities. This could be a statistic, a testimonial quote from an existing customer etc. Continuing our example: As one existing client puts it,
“Over the years we have worked with BSA, our customer base has consistently grown, without it costing the earth“
Action If things have gone to plan, the reader is now asking himself ‘I want to know more’. The final step is the Call to Action – tell the reader what to do next. The key here is to make it as easy as possible, ideally via email or your website or a freephone/low call number. Concluding our example:
For more details email me at firstname.lastname@example.org or telephone us on 0845 050 1023 and find out how BSA Marketing can help you find more business. You won’t be disappointed.
Alternatively visit our website at www.bsamarketing.com for more information, case studies and testimonials.
Following these steps, should maximise the number of recipients who will read the letter, and thus should maximise your response rate.
Just remember, whatever you write – it must be Targeted and Relevant to your audience