How to create promotions that attract ideal clients
Whether you’re creating a sales letter, a brochure, a newsletter, or any other business promotional piece, you need to write in a way that not only explains your product or service, but that also compels your prospects to contact you.
Unfortunately, many promotional pieces miss the mark. Outrageous claims, weak calls to action, and boring text are the common mistakes that plague most people’s writing. Such errors accomplish only one thing: They destine your promotional piece for the infamous “round file.” They also show prospects that you’re lazy, uncreative, and possibly incapable of delivering quality work.
In order to entice prospects to contact you based on your promotional mailings, you need to keep your writing both lively and factual. The following guidelines will help you write promotional pieces that even your toughest prospects can’t resist.
1. Write a headline that gets to the point.
You have less than five seconds to impress your prospects to read on. And the first thing any prospect reads is the piece’s headline. So craft a compelling headline that immediately conveys why this information is important to your prospects. The four main headline formulas that work are:
- How To – The formula is “How to” + verb + product/service/noun + benefit.
Example: How to Create a Store Promotion that Increases Revenue
- New – The formula is “New” + product/service + benefit.
Example: New Tax Law Saves You Money
- Power Verb – The formula is “Power Verb” + product/service + benefit.
Example: Prepare a Business Plan that Boosts Company Profits
- Free – The formula is “Free” + product/service + benefit.
Example: Free Booklet Reveals the Secret to Lowering Your Interest Rate
Since your headline determines if the prospect keeps reading, craft yours wisely.
2. Keep the hype to a minimum.
Many people think that in order to get people to read their promotional piece they must write something outrageous. To some degree, this is true. Saying something outrageous is a great way to generate interest, as people naturally love controversy. Plus, if you can stir things up, you’ll get lots of exposure. The thing to remember, however, is that you must be prepared to answer questions and/or prove everything you write. So if you want to write something just for sensationalism but can’t back it up, don’t. You must be able to support everything you print.
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