Before you start writing any marketing copy, whether website content, blog post, success story, insight paper, brochure or article, you should know the answers to these questions:
1. Who are you talking to? Are you targeting the purchaser, user, or maintainer of the product or service you are selling? Does your audience have a little knowledge about your products/services or a lot (when in doubt, presume a little)?
2. Where do your customers get their information? Are they likely to be online, walking into your store, reading newspapers, or randomly searching for someone in your field? Do they attend trade shows or networking events? You want to write copy that your customers will actually see.
3. What do your customers want and what do you want to give them? Every customer arrives at your physical or e-door with a problem, whether finding out what shoes to buy or how to train operators at a nuclear energy plant. Your marketing copy must provide a solution for the customer’s problem. You have to target the problem, be able to solve it, want to solve it, and know how to communicate all that to the customer.
4. What are your resources? How much time are you prepared to spend? A regular newsletter or blog takes time; so does tweeting and maintaining a Facebook presence. Do you have enough money? Do you adequate writing or technology skills or do you need to hire someone?
5. What is your deadline? A website or proposal that is due in a month but takes four months to finish is worthless. Your marketing copy can’t start working for you until it reaches your customers.
6. Do you really need this additional marketing copy? Don’t send out a brochure because “everyone” in your field sends out brochures. Maybe customers will be more captivated by an unexpected postcard or email.
If you are having trouble defining and reaching your audience or finding the resources and time to complete writing projects, contact me. At TWP Marketing & Technical Communications, our words mean business.