Hi all!

I'm putting together an article for my e-zine "Top 10 Ways to Improve All of Your Marketing Communications in 2007" and I wonder what would be your top tip(s) to your clients?

I already have a good list, but I wanted to ask my fellow copywriters what THEIR top tip might be? (Especially in light of the current copy problems/mistakes you're seeing right now.) I'm simply trying to refine and clarify my material, not plagiarize anybody. Your input is much appreciated!

Thanks!

Michelle

Hey Nightengale,

Sounds like a great idea. You'd probably get a good response if you share yours.

A.

Hi Andy,

"I'll show you mine if you'll show me yours"?

LOL Ok...

First a bit of background:

I'm not pursuing direct response writing per se. I'm doing "marcom" (marketing communications) writing right now (brochures, newsletters, feature articles, letters etc). (Less competition.) But I DO apply the principles of good direct response where appropriate.

I've also joined a trade association peopled with my ideal target market and I'm part of their e-mail discussion list. (It's via e-mail only, no Web-based discussion board.)

So I'm fortunate enough to get the inside scoop on EXACTLY what problems and concerns my target market has.

A discussion list member posted a question requesting ideas as she was revamping her marketing materials. A PERFECT opening for a copywriter if there ever was one.

So I hastily threw together a reply and offered 4 tips off of the top of my head:

1. Select theme/focus. (USP)

I emphasized that this has to be benefit-oriented. I've studied the marketing materials/campaigns of my target market. Some are really good while others are truly terrible. No clearly-defined USP.

2. Use benefit-driven headlines.

This is a serious failing in a lot of marketing documents I reviewed. Take something as basic as the brochure. Most companies in my target market used their comany name and/or product/service as the headline.

3. Re-write copy for clarity of marketing message

Once the marketing director settles on an overriding USP for their marketing messages, then it needs to be carried consistently through every marketing document that goes out the door, from ads to fliers to brochures to business letters, to the company's Web site, etc...

The douments I reviewed needed well-written copy with good headlines, sub-heads and bulleted lists.

4. Use a call to action.

Even a brochure could have a call to action with an incentive to respond. The trick is coming up with an offer/incentive that my market can print in their brochures which have a shelf life of 6 to 20 months....

So that's what I posted to my target's discussion list. I threw it together off of the top of my head based on my own education as a copywriter and my research of my target market's needs.

Problems is, this isn't coming across as hard-hitting as I'd like. It seems so hum-drum. Maybe that's because as a copywriter, it's old hat to me -- so very basic.

Though my target market definitely needs the advice...

So what are YOUR tips?

Thanks!

Michelle