Lynn Baldwin-Rhoades

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Seattle, Washington

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10 Tips to Writing Better Marketing Materials

The best way to build your business is to amp up the impact of your marketing. Ten Biznik writers tell you how.

Written Nov 05, 2008, read 5947 times since then.

What if you could sit down with top-notch writers and hear their best advice on how you can grow your small business?

In the Biznik spirit of "collaboration not competition," I hit up my fellow writers for a single sentence on their best marketing idea, since every company--most importantly, yours--requires putting down words. From website content, catalogs and brochures to press releases, product copy and fact sheets, solid promo content is a gotta-have if you're going to grow.

It's not easy, even for writers. I've been at this business for eons, yet I still break out in a sweat when creating high-impact marketing pieces. There's identifying the perfect angle to grab customers' attention, nailing the right tone of voice to keep them reading and sleuthing the most persuasive words to move them from browsing to buying. Even small errors in judgment have big sway when it comes to how well marketing campaigns work.

Biznikers to the rescue.

In this article, you'll find some bits of advice on hiring a writer; others will tell you how to write your own marketing pieces more effectively. Tip #2 is as quick as a click on your keyboard while tip #10 asks you to delve into your customer's unconscious mind (careful in there!) Each word of advice is as distinctive as its author but all are written with one purpose: to help you build your business through better writing.

It's all about the headline; if you're going to budget four hours to write your ad, spend 3 hours and 45 minutes on the headline and make sure it's a bold promise that appeals to your niche. -Mike Schwagler
A single word: SPELLCHECK. -Brian M. Wise
Customers are the heart of your business-good writing connects you with them productively and profitably. -Jeffrey Lemkin
Write like you talk. -Chris Haddad
Proofread, proofread, proofread; spelling and grammar errors are the visible-viruses, the flies in the ointment, the red flags that shout out 'AMATEUR!' and lay waste to all that cash you've forked over to web designers, business consultants and branding experts. -Terance Pagard
Deliver your message plainly in the language of your audience. -Molly Dee Anderson
Communicating what sets your business apart with clear, compelling web content is the service a writer can bring to small companies. -Russell Smith
When you're writing your marketing materials, you're really just having a conversation with one other person; so write in the first person and use the word "you" wherever possible to make a deeper, one-on-one connection. -Stacy Karacostas
Approach your marketing copy with the same energy, integrity and sincerity as you would with a close friend. -Allison Ellis
Know what motivates your customers: It's not your gadget, sorry to say, but something more instinctual--the desire to be noticed (think Tiffany's diamonds), to be cool (Apple's iPhones), to be special (Nordstrom's customer service) or to be thrifty (Wal-Mart's everything). Address that unconscious need, and the sale is yours. -Lynn Baldwin-Rhoades

And yes, in tip #10 I blathered on for more than a sentence. Just because I could.

Learn more about the author, Lynn Baldwin-Rhoades.

Posted by Scott Janzen, Seattle, Washington | Nov 10, 2008

Great article -- I loved the different perspectives!
Posted by Denise Marinacci, Edmonds, Washington | Nov 10, 2008

I love this. What a great piece and I hope you write more like it.
Posted by Teresa Schmidt, Bellingham, Washington | Nov 10, 2008

These are great tips! I agree with them all. Connecting with your audience in a way that creates a response is key, and all of these ideas can help with that!
Posted by Shannon Evans, Bainbridge Island, Washington | Nov 11, 2008

This is really great information! Have you considered turning some of your material into a book?
Posted by Geno Iorio, Jamestown, North Carolina | Nov 11, 2008

An excellent reiteration of self-evident truths.

Great article!
Posted by Lynn Baldwin-Rhoades, Seattle, Washington | Nov 11, 2008

Thanks, everyone, for your positive feedback.

I love helping people get clearer on their writing, and I figured asking other Biznik writers to contribute to the article would just add more benefit.

Shannon, nope, I haven't considered a book on writing better marketing stuff. Maybe one day!
Posted by Suzanne Griscom, Seattle, Washington | Nov 11, 2008

Great collection of insider advice!

I'd add, ask yourself what you want the end product of your writing to be, beyond a single sale.

Do you want repeat business? Referrals? More customers? Different or "better" customers?

Once you've answered that question, what do you need to say that will address those customers? It's tricky, but worth the time spent focusing on your audience.

Thanks for posting this article, Lynn!

Cheers!

Suzanne
Posted by Julie McCullough Hale, Seattle, Washington | Nov 11, 2008

Nicely done! Thanks for collecting these tips. I appreciate having these ideas noted so concisely.

The hardest thing about business writing, I think, is brevity.
Posted by Lynn Baldwin-Rhoades, Seattle, Washington | Nov 12, 2008

Suzanne, excellent point. There's no doubt that keeping your end goal in sight is a key to marketing success. And you're right - it's not always as simple as a single sale! Rarely, in fact.

Case in point. I just wrote an e-newsletter for a client who had two stores and an e-commerce site. Unfortunately, she had to close the doors on her downtown Seattle store recently, and she was concerned about the loss of income.

Add to that the fact that most of her downtown shoppers had no clue that she had another store and an e-commerce site where they could purchase the products they already knew and loved.

To make it even worse? Building management had removed her sign stating her other store location and website address the day after she moved out

In her case, the goal of her e-newsletter wasn't really sales (although those were nice) but to give a friendly shout to faithful customers who had found their shopkeeper missing one day. I also packed the newsletter with links to her site as well as a mapquest link, so folks could easily find her other store.
Posted by Suzanne Griscom, Seattle, Washington | Nov 12, 2008

Fantastic solution, Lynn. Your client is lucky to have you!
Posted by Deidre Rienzo, Tappan, New York | Nov 12, 2008

Like these tips, Lynn. Well done!
Posted by Chrystal Bougon, San Jose, California | Nov 13, 2008

Love them. I am printing them out for a good reminde before each newsletter to my customers. Thanks!
Posted by lori hope, oakland, California | Nov 13, 2008

Thank you so much for this, Lynne and all! One more thing I'd add: Identify, understand, and target your audience. It would seem implicit, and logically follow tip #10, but when I taught documentary production I was amazed at how few people had considered who they wanted to watch their film. And in creating a newsletter for my client, I am researching the demographic, and the language and ideas that will appeal to them. Again, many thanks! Lori www.LoriHope.com
Posted by Margaret Spencer, Bothell, Washington | Nov 13, 2008

Very helpful article Lynn. I too am going to keep this for future reference. As an entrepreneur, were often forced outside our comfort zone. This is like a security blanket. Thanks!
Posted by Joy Gilfilen, Bellingham, Washington | Nov 13, 2008

Lynn, Congratulations on being the synergy point that drew this clear content from Biznik Resources. Thank you for doing this. Being able to filter material together usefully is a great skill. Thank you, Lynn for doing this.
Posted by Alma Gray, Akron, Ohio | Nov 13, 2008

What I like about your tips are that they are simple and to the point; as writing should be.
Posted by li Hertzi, Canton, Ohio | Nov 13, 2008

Great Article! I specially like that you pointed out the conversational aspect of marketing - I have found that recognizing WHO I am talking to and identifying with them brings my materials into a more accessible place.

Thanks!
Posted by Dave Jarecki, Portland, Oregon | Nov 13, 2008

I would add that it's important to find the core story that projects the message of the business, then communicates that message in a consistent fashion appropriate to chosen media and means of delivery. Start with the mission and vision then go from there.
Posted by Thomas Willa, Renton, Washington | Nov 13, 2008

Lynn My marketing plan is undefined. But, I truly devoured your ten tips like a hot fudge sundae. The tips were individally good but when you combined them it made up an article that was concise and a true pleasure to read. Thank you for shining some light into the darkness of my marketing.
Posted by Charles Gupton, Raleigh, North Carolina | Nov 13, 2008

Wonderful idea, Lynn, to get the authoritative voice of a number of your peers to contribute. Also validates your own confidence to share others' wisdom.

A great book to share with folks about communication is "Made to Stick" by Chip and Dan Heath. Great Insights!

Charles Gupton http://www.charlesguptonphoto.com
Posted by Lynn Baldwin-Rhoades, Seattle, Washington | Nov 13, 2008

Hey, thanks for all the kind comments. I appreciate it!

Lori, you're spot-on about knowing your target market. It's an easy thing to overlook, but how can we talk effectively to someone if we don't know who he or she is?

Alma, "simple" is the key, isn't it? As a writer, I can be wordy indeed. But cutting to the chase is what gets the job done, especially on the web where we all have a micro-attention span (here's hoping "micro-attention" is a real live word).

Dave, your comment about finding the core story is excellent and speaks to the importance of branding. Biznik has some awesome articles and events to help us all in this area.

Again, thanks everyone for your comments.
Posted by Karen Steckler, Bellevue, Washington | Nov 13, 2008

Thank you for posting these valuable tips. I especially like your "because I could" explanation for #10!
Posted by Christopher A. Grimm, Seattle, Washington | Nov 13, 2008

This was a wonderful article! In reading this, it reminded me of what a professor in college once said about marketing - sell the sizzle not the steak because most purchases are based upon fulfilling one of our emotionally based needs.
Posted by Denel Andreas, Seattle, Washington | Nov 13, 2008

Thanks Lynn!

This is such great advice and not exactly taught in naturopathic medical school.

I'll use all of these as I continue to work on my website.

In Heath, Dr. Denel Andreas
Posted by Stacy Karacostas, Seattle, Washington | Nov 13, 2008

Hi Lynn, Thanks again for inviting me to be a part of this article. It really turned out terrific, and is packed with simple advice anyone can follow.

Judging from the comments, it looks like a follow up article on the same topic is in order! :-)

Best, Stacy www.success-stream.com
Posted by James Wall, Lawton, Oklahoma | Nov 13, 2008

Excellent advise Lynn, your article really confirmed that I was going in the right direction with my readers. I also enjoy your style of writing as well. My personal favorite is tip #2/5 because we are all different in so many ways, I had a client that would not do business with anyone that misspelled words in a document or presentation (I found out that he had a very bad experience in school and has never moved past it and holds every to the same standard). Lynn, great tips and keep up the outstanding work. James
Posted by lori hope, oakland, California | Nov 13, 2008

quick question - how do i post an event here? thx.
Posted by Gina Ruby-Puterbaugh, San Diego, California | Nov 13, 2008

Great article Lynn! Thank you for taking the time to gather the information and to keep it simple and concise. Bravo! :)
Posted by Leta Laborde, DC, Carlsbad, California | Nov 13, 2008

One more "thank you"! Great idea to gather the best-of-the best from our Biznik pool of brillance....I am about to put pen to paper for a new flyer and everyone's pearls were great reminders. Leta
Posted by Laurie Christomos, Seattle, Washington | Nov 13, 2008

Lynn, As I sit staring at a blank screen, ready to write copy for an ad, your tips are a welcome reminder of important writing elements. Thanks so much for sharing. Best regards ~ Laurie
Posted by Deb McClanahan, San Mateo, California | Nov 13, 2008

Excellent points even for those of us who are not marketers. Thanks for pulling this article together with such a practical spin.
Posted by Elissa Everett, Seattle, Washington | Nov 13, 2008

Thanks for this. And as a (hopefully sooner rather than later) former marketer, I would add to that list.

Less is more. Consumers especially don't have a lot of time. Hit them quickly and briefly, then offer them the chance to dive in deeper to learn more. But get them what they need to know in as few words as possible.
Posted by Brent Haeseker, Ocala, Florida | Nov 13, 2008

Thanks for the summery Lynn. I liked that you gave input from others - gives it a wider scope while still short and to the point.
Posted by Eero Johnson, Bellingham, Washington | Nov 13, 2008

I love this concept! . . . a list of simple, core ideas from diverse professionals on a topic. Have you thought about continuing with new topics? . . . (ie. most important element in: graphic design, generating new sales, product photography, web SEO, motivating employees, managing your workday . . .)
Posted by Brent Haeseker, Ocala, Florida | Nov 13, 2008

I second Eero's post.
Posted by Lynn Baldwin-Rhoades, Seattle, Washington | Nov 13, 2008

I third Eero's post. Consider it done. Almost!
Posted by Rita Harris, Seattle, Washington | Nov 14, 2008

I'm throwing in my 2 cents too.

I work in a real estate corporation with a number of RE professionals. It never ceases to amaze me how intoxicated they are with their own verbosity when putting together marketing materials, say, a postcard. I say "Less is more" and let the headline do most of the selling. Nooooo. Instead I will be handed paragraphs of text to include!

Personally, in a world of info overload, I want photos and headlines to do the attention-getting and then give me juuuust enough info so I might call you. Otherwise, you've given me enough reason not to call or hop out to your website.

I'd love to attend an evening workshop on how to think up killer headlines and the process that professional writers go thru to dream up this sort of thing. Maybe you could do one just for all the real estate agents of biz nik so it could be industry specific and everyone would be on the same page. Just an idea... Thanks again for the good article!!! Rita
Posted by David Ehlert, Seattle, Washington | Nov 14, 2008

Interesting input from different people. Several gems in there. To add to this list is one of my favorite books: "Hey Whipple, Squeeze This" by Luke Sullivan. Some gems of joy: 1. "Pretend you're writing a letter. Why write to the masses? It's one person reading your ad, isn't it? So write to one person." 2. "When you're done writing the copy, read it aloud." 3. "Write like you talk." 4. "Write hot. Edit cold. Get it on paper quickly and furiously...then later, be ruthless. Cut everything that is not A-plus work." 5. My all time favorite: "First, say it straight. Then say it great."

Cheers! Dave
Posted by Aubrie De Clerck, Portland, Oregon | Nov 14, 2008

Fantastic! I like how you brought everyone's thoughts together in the spirit of our community.
Posted by li Hertzi, Canton, Ohio | Nov 14, 2008

Great comments Dave! I use the "reading my writing aloud" all the time. You all have to go see Daves Pix on his link! Made me smile.
Posted by Kate Phillips, Seattle, Washington | Nov 14, 2008

What a fun way to write an article! Thanks Lynn!
Posted by Tia Ribary, Vancouver, Washington | Nov 14, 2008

Lynn, thank you for the advice and for compiling ideas from other experts as well. What a great way to get an article together, and very helpful.
Posted by Susan Johnson, Portland, Oregon | Nov 14, 2008

Great points, all of them. I especially liked #5 & 6.
Posted by Veronica Mayo, Bellevue, Washington | Nov 14, 2008

Excellent article. Thanks for pulling this all together. Everything is so true.
Posted by Barbara Breckenfeld, Mountlake Terrace, Washington | Nov 14, 2008

Lynn - Thanks for a setting a stellar example of how to write an article collaboratively!

I particularly agree with less is more, and making sure you have proofed your story not only for grammar and typos, but to make sure it makes the point you promised to make without extra trips around the block.

It was a revelation to me to understand that I write first from my right brain - no editing allowed while creating - and then edit from my rational side. Writing became fun when it wasn't expected to be perfect the first time.

It is also worth pointing out that having a clear grasp of WHO you are writing to, WHY you are writing to them, and WHAT message you are giving them makes the whole process flow instead of lurch ing along.

And now to finish my newsletter!

Barbara, Blue Horse Marketing
Posted by Kevin McLallen, Covington, Washington | Nov 15, 2008

What a great article. Well put together and very helpful, thank you for sharing!

Kevin
Posted by Karrie Kohlhaas, Seattle, Washington | Nov 15, 2008

Nice article.

A trick to proofreading: read backwards from the end to the beginning. It's so easy to overlook double words, extra spaces, correctly spelled but incorrect words that don't get caught by spell-check.

I'd also add: infuse your writing with your personality, take risks, have fun and use language to play and connect, not just get information across.

Loved how you pulled different people into this article in a true spirit of community. Thanks!

Karrie

ThoughtShot Business Consulting
Posted by Lynn Baldwin-Rhoades, Seattle, Washington | Nov 16, 2008

Thanks for all the posts that have added to the usefulness of this article - as well as to the writers whose wisdom I tapped into when originally penning it.

This is my first Biznik article, and everyone has helped make it a really fun experience for me!
Posted by Billy Joe Rhoades, El Mirage, Arizona | Nov 21, 2008

Thanks for the great article and all the great advice that came with it, it has helped me to understand and improve my writing, geared toward marketing and gave me encouragement also.

Billy
Posted by Yuno Marioni, Bothell, Washington | Mar 26, 2010

Lynn, this is GREAT. Thank you for sharing this article with us.
Posted by Beth Buelow, Tacoma, Washington | Mar 27, 2010

Awesome article, Lynn! Your gift for putting words together is obvious, and to share the spotlight with other Biznik writers is genius! I appreciate that others are building on the list.

For me, it's important to silence my inner critic, the one that tells me that it has to be clever and perfect in the first draft. I try to get the ideas and thoughts down on paper without censure, and then go back and massage.

And the hardest one for me but oh-so-critical: "Kill your darlings" ~William Faulkner
Posted by Kathy Blackmore, St Helier, Jersey United Kingdom | Jan 10, 2012

If my printer still had ink, I would have printed those quotes out and hung them on a wall. Those are great reminders of how to use words to sway your customers, and how to use those words. It seems like Spellcheck and prove reading are two basic things many writers forget. Kathy - printer ink