Marketing Tools: Communication Tips

Check out the following communications tips designed to help you deliver value to every audience!

• 3 Steps for Spring Cleaning Your Writing
• 5 Ways Your Dad Can Improve Your Writing
• 6 Ways Your Mom Can Improve Your Writing
• Anticipate Audience Objections & Questions
• Better Word Choices
• Common Writing Mistakes
• Creating Connections with Your Words
• Double Check & Credit Your Sources
• Establish Specific & Broad Goals
• Facing The Blank Page
• Get it Write
• Highlight on Headlines
• Holiday Hints for Better Writing
• Keep Your Writing Healthy
• Keeping It Fresh
• Know Your Audience
• Resolve To Communicate Well
• Selling Yourself in Print
• Stay Positive!
• Strong, Concise Language
• Tackle Your Tone
• Tell ’Em What To Do
• The Power of Examples
• The Rewrite is Key
• The Writer's Box
• You Is More Powerful Than We
• Winning Approach to Web Copy

Tackle Your Tone

Successful sales copy is created by combining the right words with the right tone for a specific audience. Tone is a critical component of your copy, because it can either engage or alienate your readers. To make sure you are engaging readers, choose the appropriate tone for your unique audience.

Here are some examples of tones you may choose - or combine - in your copy.

• Educational, informative.
  Suitable for copy that introduces or explains a new product or service.
• Professional.
  Suitable for copy geared to corporate executives and other business professionals.
• Friendly.
  Suitable for copy that seeks to portray an approachable, warm feeling.
• Serious.
  Suitable for copy that deals with safety issues, health matters or other delicate topics.
• Humorous.
  Suitable for copy that seeks to engage people by making them laugh at themselves or a particular situation.

Tell ’Em What To Do

Before you create a piece of sales copy, clarify what you want your audience to do after reading it. Good copy invites readers to respond by including calls to action – invitations to call, visit a location, click on a Web site, or make a purchase.

Here are 3 ways to create compelling calls to action.

• Get to the point.
  Don’t waste your audience’s time. Sales letters that go on and on, ads that include too much fine print and other excessively long pieces are too cumbersome for your time-pressed prospects and customers.
• Be specific.
  Tell your audience exactly what you’d like them to do. People like to have the option to accept or reject a specific proposal.
• Give a deadline.
  When including offers, discounts or special promotions in your sales copy, make sure to add an end date. Creating a sense of urgency will compel more readers to respond.

5 Ways Your Dad Can Improve Your Writing

Last month we dedicated our Writing Tip to moms, and now it’s Dad’s turn! Here are some traditional “Dad-isms” and ways they can help your copy.

• Don’t make me stop this car.
  This common threat made most kids stop fighting, complaining or roughhousing very quickly during a road trip. Even though you never really knew what would happen, you knew you better behave. Your audience may respond to fear of the unknown as well. When writing, think about the emotions you can tap into to connect with your readers.
• Ask your mother.
  Who hasn’t heard this one? Mom was clearly the decision maker on many issues. You need to know who the decision makers are when you are writing, and then target your copy accordingly. If you’re writing for a mid-level manager who needs to clear things with her boss, you’ll write differently than if you are speaking directly to the boss.
• When I was a kid…
  This phrase often led to a story of your dad’s childhood, told to illustrate a point or teach a lesson. Stories are an excellent tool in almost all writing, from sales letters to Web sites to business articles. Use them well.
• Not under my roof.
  Dad didn’t care what other kids were doing, he cared what you did. Your audience, too, cares how your product or service will work for them. While they may be curious to hear how you’ve served other companies, ultimately they want a customized message that shows you’ve done your homework.
• Money doesn’t grow on trees.
  Dad loved dispelling this myth. Is there a prevailing myth about your business that you can disprove? It’s important to address misconceptions about your product or service directly as a way of educating and persuading your target audience.

6 Ways Your Mom Can Improve Your Writing

We honor mothers in May and they deserve all the recognition they’ll receive. But did you know that your mother’s wisdom can actually improve your writing?

Here are some well-known “Mom-isms” and ways they can help your copy.

• Wear clean underwear, you may be in an accident.
  Your mom’s desire for you to be prepared translates well into your copy. Before you even start writing, take the time to prepare – think of the goal of the piece, evaluate your audience and gather all the information you need for a successful project.
• Drink your milk – it’ll give you strong bones.
  All your copy should have “strong bones,” which create the basis for a compelling piece. Use powerful messages and action words to strengthen your writing.
• Don’t sit so close to the TV. It’ll hurt your eyes.
  Beware of getting too close to your material. It’s easy to lose perspective and objectivity, so show your writing to others to make sure your messages are coming across.
• If you don’t have something nice to say, don’t say anything at all.
  Make sure your writing delivers a positive, upbeat tone. People want to work with enthusiastic people who avoid badmouthing their competition.
• Call me when you get there.
  Your copy should always include a call to action. Ask your readers to do something, whether it’s call you, visit your Web site or refer you to others.
• Because I said so.
  Create credibility in your sales copy. Weave your skills, experience and the value you provide into your writing materials, then back it up with exceptional delivery and service.

3 Steps for Spring Cleaning Your Writing

April means throwing open your windows, getting outside for fresh air and pulling out those great spring colors in your wardrobe. It's also an excellent time to spring clean your marketing copy. How can you keep your writing fresh, crisp and energized? Here is a 3-step process to get you started.

1. Revisit the copy you currently use to promote your business. Read your brochures, web sites, postcards and sales letters. What is your initial impression? Are they compelling? Do they include clear calls to action? Think about how you can better communicate the value you offer.
2. Now dig into the line-by-line evaluation. Do you use action words, a positive tone and concise sentence structures? Look for pitfalls like passive tense, run-on sentences or words like no, don't and never. Revise your copy for freshness, energy and crispness.
3. Evaluate the look of your piece. Is there sufficient white space or is the piece clogged with copy. Have you chosen appealing font styles and sizes that promote readability? Are any paragraphs longer than 8 lines? Make sure your piece is visually inviting to your reader.

Winning Approach to Web Copy

Are you maximizing your Web site copy for success? For Web site copy to achieve desired results for a business, it must inform visitors and sell to them.

Some businesses are great at educating prospects and customers about their products and services. They can easily explain the details of each offering - what it does, how it was created, and its key features. In these cases, the reader leaves the site well informed but not compelled to do anything about it.

Other businesses are great at using persuasive phrases, marketing buzz words and other sales techniques on their Web sites. They engage the reader with enthusiasm but is there any substance to their claims? Can the visitor feel good about making a purchase?

The best Web sites strategically offer both an education and compelling calls to action. Make sure your Web site isn't lacking one of these critical components.

Keep Your Writing Healthy

Are you keeping your New Years' resolution to get healthy? Many people vow to exercise regularly and/or eat better when a new year begins. How about making the same commitment to your writing?

Here are three ways to make your writing healthier this year!

1. Maximize your energy! The best writing is filled with energy and enthusiasm. Choose powerful words, use active tense and maintain a positive tone when writing copy.
2. Keep it lean and mean. Avoid run-on sentences, long paragraphs, and drawn out phrases. Instead, opt for crisp, clear writing filled with substance and style. Imagine you have to pay for each word you use. Your writing will quickly tighten up!
3. Establish a goal. When people are trying to lose weight, they set goals. Athletes set goals as part of their training. In your writing projects, set goals to achieve success. Good goals include winning new clients, publishing an article, or communicating regularly to your customers. Keep goals specific and realistic to help you stay on track.

Resolve To Communicate Well

Happy New Year!

Committing to communicate better this year is one of the best decisions you can make. Here are some tips to get you started.

1. Get in touch. From vendors to employees to clients to investors, each group of people you work with brings a unique value to your business. Understanding how they help your business and how you can help them creates a strong foundation for productive communication. Do your homework here and you're bound to see quick results.
2. Tell the whole story. Companies often fail to communicate openly or honestly enough with key parties. You'd be surprised how employees and customers feel more engaged when they feel as if they are part of something larger than their individual role within the company. Share your goals and explain how everyone involved plays a part in the goal becoming a reality.
3. Stay positive. Resolve to communicate positively this year. This is possible even when you have to deliver bad news. Setting a positive tone, noticing what is going well and who is doing well, and banning negative language from your vocabulary will reap major rewards.

Holiday Hints for Better Writing

The span between Thanksgiving and New Years can be crazed and stress-filled. But you may be able to eke out a little time to think about writing better. Take advantage of these holiday tips, gleaned from Santa's example, to create copy that sells.

He's Making a List, Checking it Twice

Santa doesn't just head off the North Pole with no plan of action. He's well-prepared. To write well, begin with a goal and make a list of the points you want to make. After you've completed your letter, postcard or proposal, make sure you've included everything. And always do a thorough proofread - better yet, have someone else check your work.

He Knows if You've Been Good or Bad

Santa takes the time to find out about children's behavior before he descends with his pack of gifts. Do you know your audience well enough before you communicate with them? If not, it's worth it to do some research. Learn as much as you can about their needs, their pain, their goals. Anticipate potential objections they may have to your message.

He's a Jolly Old Elf

Santa is a positive person, no doubt about it. With his Ho Ho Ho's and his love for children and adults alike, he spreads holiday cheer. He'd make a great salesperson. When you are trying to sell your product or service, think and communicate positively to achieve maximum success. Choose positive language and create an upbeat tone.

Happy Holidays!

Highlight on Headlines

The right headline can do wonders for a direct mail postcard, sales letter, advertisement or article. It can transform a marketing piece into a stop-everything-I've-got-to-read-this correspondence.

Even if you do not say anything dramatically different than your competitors, you draw your audience into your message with an attention-grabbing headline. You can target the reader, pique his interest and successfully connect with him. Here are a few "Before" and "After" examples from some of my clients:

The "After" headlines are more specific, enticing and informative than their "Before" counterparts. Readers quickly learn the nature of the article but are pulled to read more.

Take the time to create a good headline — you'll gain readers and maybe even some customers!

Selling Yourself in Print

Are you great at writing about everything except yourself? You're not alone.

When writing a resume, bio, prospect letter or sales proposal, many people find it difficult to shine. But you will never sell yourself effectively if you don't present yourself well in print.

Here are a few tips:

• Pretend you are a proud mother writing about her son or daughter. Nothing matches the energy of a maternal testimonial, and that is how your resume, bio and other promotional material should read.
• Ask your colleagues, family and friends to describe you - positively! - in one or two words. This is a great exercise that will reveal how others see your strengths. Use this feedback in your promotional pieces.
• Focus on the results of your skills and talents. Write about what you have achieved for your employers and clients through your creativity, attention to detail or industry knowledge. Be as specific as possible.
• Use powerful, upbeat words, i.e. "led" or "directed" instead of "managed," "launched" instead of "initiated."

Finally, keep the tone of the piece in line with your personality and goals. If you are creative and a little offbeat, your promotional materials should reflect that flair.

Now go ahead, brag a little!

Creating Connections with Your Words

Connecting with the audience should be the goal of any words, whether they are printed in a brochure, posted on line, or spoken to a colleague.

If you remember this goal the next time you communicate with someone, your words will be more powerful. Here are some ways to put the goal into action.

1. Ask yourself why you want to connect with this particular audience. Do you want to motivate your employees, inspire a group of students, or educate your clients about a new service? Maybe you want to get a job, get more business, or get noticed at work.
2. Incorporate this goal into the bigger goal of connecting with the audience. For example, you want to motivate your employees to produce more work with fewer people and no more money - a common objective these days. To motivate them, you need to connect with them where they are. Your words must show that you understand their situation and acknowledge their frustration.
   Example
   Bad Employee E-mail Opening: "We know times are tough, but the company needs some extra effort from everyone."
   Better Opening: "You have consistently shown outstanding support and talent in your work with this company. I appreciate your efforts and know I can count on you to continue producing exceptional efforts. Like you, I hope our situation will soon allow us to hire more staff."
3. Always remember your mode of delivery. The audience receives messages differently in print, on line and in person and will connect best with the communicator who effectively adapts to each medium.

Better Word Choices

Many corporate brochures and web sites are overflowing with weak word choices and clichés. You can significantly improve these marketing materials with a few simple word changes and create a clear, compelling piece.

The next time you read a company brochure — or write one — consider ways you could weave more powerful word choices into the document. Here are just some of the common weak words, along with some suggested alternatives, that you'll find in many corporate documents.

• Improve - polish, refine, revamp
• Yield - generate, produce
• Facilitate - promote, expedite
• Utilize - use
• Objective - goal, purpose

Final Tip!

When in doubt about a word choice, ask yourself if you would say the word or phrase in everyday conversation. If it wouldn't sound natural coming out of your mouth, find a new way to say it.

Double Check & Credit Your Sources

The Jayson Blair scandal at the New York Times, which resulted in the resignation of two top editors, is a reminder to all writers to verify facts and credit sources accurately.

The Internet is an excellent resource for writers seeking information for use in articles, Web sites, and marketing materials. But not all sites are trustworthy and misinformation abounds on the Internet. Here are a few ways to make sure your writing is credible:

• Verify facts and statistics by checking two or three sources. Don't rely on one source.
• When interviewing people, use a tape recorder and or ask them to repeat themselves if necessary to ensure accurate representation.
• After writing your piece, review your information to be sure you have represented the facts correctly.
• Use quotes and credit your sources when taking information directly from another person or resource.
• Keep all your back-up materials so if anything you write is called into question, you know where you got your facts.

Use common sense when writing. You wouldn't want someone to steal your ideas without crediting you - give others the same courtesy. Once your credibility takes a hit, you'll have to work hard to rebuild it.

Common Writing Mistakes

A recent Wall Street Journal article (Managing Your Career by Joann S. Lublin, 4/29/03) reported that Chicago ad agency Leo Burnett USA typically receives 10,000 resumes from college grads each year. More than half are thrown out for being "outright bad or unreadable."

The mistakes cited in the article are not just found on resumes. I have seen them in articles, Web content, business proposals and brochures. Take a look to see if your writing contains any of these errors:

• The piece lacks a clear objective.
• The writer speaks of generic features rather than tangible benefits he can provide.
• Poor structure leaves important information at the end.
• The piece is filled with extraneous information.

Double check your next writing project for these potential pitfalls. I guarantee that correcting them will improve the piece.

You Is More Powerful Than We

I recently attended a seminar led by Tom Ahern of Ahern Communications (http://aherncomm.com). Tom says, "The most powerful word in the English language is you." The more you choose the word you over the word we, he says, the more you will connect with readers.

"We speak" is a trap many businesses fall into when creating marketing materials or employee communications. Maybe it's done so no one person is forced to take responsibility for a program or policy that may be unpopular. Maybe the writers think the we fosters a sense of team with their audience. The truth is that readers care only about your message directly affects them.

How do these statements grab you?

• We offer the most competitive benefits package in the industry.
• We deliver outstanding customer service.

You may be thinking, so what? What does this mean for me?

What if these statements were changed to read this way:

• You will enjoy the most competitive benefits package in the industry
• You will experience outstanding customer service.

Just one word has changed but the effect is a more personal sentence that connects powerfully with the reader.

Try it. Next time you write, avoid the "we speak" as much as possible. Talk directly to your reader, telling him what he can expect from you. You will find that you truly is one of the most powerful words in your vocabulary.

Anticipate Audience Objections & Questions

You're got your outline down and are starting to write the meat of your article, company announcement or speech.

It's easy to get caught up in the effort to clearly communicate your key messages. But remember that the recipient of these messages may have questions or objections. While you may have fully embraced the program, service or product that is the subject of your communication, the audience may be less enthusiastic.

Here are some tips for connecting with even the most critical audience:

• Consider every possible question, objection, or criticism before writing the piece
• Acknowledge and validate the rebel reader's opinions
• Respond to differing opinions respectfully
• Stick to the facts when responding to anticipated concerns
• Invite feedback

Example: Employee Communications

We understand that some of you may be reluctant to adopt this new policy within your departments [acknowledge concerns respectfully].

Your employees may resist the change or consider it a needless addition to their daily routine [possible responses have been anticipated].

We have extensively researched how this program has worked in similar companies and believe it will enhance our efficiency and performance in the marketplace [fact-based program].

You are invited to view this research or meet with any of us to gain a better understanding of the new policy and express your concerns [invite feedback].

The bottom line is that people want to be heard. Keep this in mind in your next business communication.

Establish Specific & Broad Goals

You may have set some goals for the year. You may have even achieved some of them. Goal setting is a key part of the writing process, and there are two ways to think about it.

First, be specific. Write a purpose statement for the document, article, or proposal that does not exceed 25 words. When you begin traveling toward a tangential point, the purpose statement will guide you back. Your purpose statement should be defined and specific.

Example: The purpose of this article is to inform prospective clients about a new service my company is offering.

Next, consider the broader goal of the article. Sure, you want to tell prospects all about the service and how it could benefit them. But your broad goal is clearly to get prospects to buy the service. Being honest about this goal will allow you to tailor your article to achieve both objectives. You can choose persuasive words when describing the service and include information about how the service may directly help a prospective client.

Example: The broader objective of this article is to increase sales by getting people to purchase this service.

A different "broader objective" for this piece could be written by
someone reviewing the service for a trade magazine." While the specific goal of informing readers about the service is the same, the writer's broader objective is different.

Example: The broader objective of this article is to help my help readers decide whether the service is worth the money.

This article would surely be different than the one written by the selling company.

Understanding both the specific and broad goals behind your writing will bring more clarity to your words and help you select the desired tone.

Get it Write

Whatever your professional or personal experience, you are an expert in something. Having an article published is a great way to highlight your expertise and position yourself as a "go to" person.

If you're not a writer, the thought of writing an article may seem overwhelming. Where should you start? What should you write about? Who would publish it?

Local newspapers are a great place to pitch articles. Using your web site as a place to publish useful information is also smart. The most important thing is to write something - worry about publishing it later.

Start by spending 10-to-15 minutes a day writing freestyle. Avoid editing yourself, just write whatever pops into your head and brainstorm topic ideas for your next article or potential markets for its publication. If you practice this for 21 days straight, it will become a habit and come more easily to you.

To generate topic ideas, tell friends and colleagues that you want to write an article. Ask them what they'd like to know about your field. Consider consulting with a professional writer to get you started.

Writing articles is a great way to grow your business and enhance your professional reputation. Make 2003 the year you become a published writer!

Happy New Year!

Keeping It Fresh

Getting too close to a project can cloud our vision. Whether we're architects, business consultants, graphic designers or writers, it's easy to lose perspective in the midst of long hours and looming deadlines.

In a recent West Wing episode, Communication Director Toby Ziegler fears he's losing his touch. A fellow speechwriter reminds him that he may simply need a break. This is a good reminder for all of us who spend time writing.

Here are three tips for keeping your writing fresh:

1. Rest your brain frequently. Recharge and reenergize by taking frequent breaks, and walk away from writing projects when they become overwhelming. Revisiting a project with fresh eyes can get you back on track.
2. Ask someone to read what you've written to give honest feedback. An objective party can offer good perspective - just remember not to take anything too personally!
3. Invest in yourself. Take a writing class, buy a book, or visit a writing group at the local book store. Surrounding yourself with other writers will energize you and provide new insights.
   

The Writer's Box

Sometimes the idea of starting a writing assignment is more daunting than the process itself. A writer's box can kick start your thinking and get you tapping away pronto.

Having a supply of brochures, articles or letters that you found effective can provide ideas on writing style, format, word choices, and tone.

Here's how to start your Writer's Box:

1. Designate a folder, photo box, or notebook for your favorite pieces.
2. When you come across an item you like or a quote that inspires you, clip and save it in your writer's box.
3. Leaf through the box before facing the blank page. You'll be on your way in no time.
   

Stay Positive!

Research has shown that people respond negatively to negative language and positively to positive language.

I once saw a speaker ask an audience, "Please do not remain seated." It took a few moments for people to catch on that he wanted them to stand. When he changed his instruction to "Please stand up," you can imagine how much faster the crowd rose from their seats.

When writing, the same principle applies. Consider the following examples:

The three messages are essentially the same, but the positive phrases create a better tone. They just seem more friendly and upbeat than the negative phrases. For your next article or sales piece, take the time to review your words to remove negative words and phrases like don't, won't, never, not, or no. Replace them with do, will, always, or yes.

Now, "don't forget this writing tip!" Oops, I meant to say "remember this writing tip!"

Strong, Concise Language

The best writing is concise. It clearly communicates ideas without burdening readers with extra language and flowery phrases. A teacher once told me to imagine I was paying a penny for every word I included in a paper. My writing tightened up quickly with this exercise.

Here are some tips for packing more punch into your next piece:

• Be active! Avoid the passive tense wherever possible. "Every customer will receive excellent service" is a weaker sentence than "We deliver excellent service to every customer."
• Eliminate unnecessary words and phrases, paying particular attention to words like "very," "rather," and "somewhat." Watch for phrases like "It is" and "There are," as they can often be deleted when reworking the sentence. In addition, any phrase with "that" in it should be reviewed carefully. For example, "It is clear that our sales team's experience is unmatched" becomes "Our sales team experience is unmatched" and you've "saved" 4 cents!
• Change boring verbs to more descriptive, powerful words. The verb "do" is stronger when it becomes "accomplish," "achieve," or "perform."

The Power of Examples

Good writing incorporates appropriate examples, analogies, and stories to enhance key points. Readers identify with writers who connect with them through personal experiences, historical examples, or relevant stories.

Examples create images in the reader's mind, make writing more memorable, and support the opinions expressed in a document. They also give writers more credibility. Remember the high school English teacher reminding you to extract quotes and examples from the literature to support your paper's thesis?

Salespeople can benefit by relating examples of other clients who have bought a product or service. A statement touting the excellence of a company's products rings truer when backed up by real-life people who agree with it.

High-tech professionals have become good at using analogies to explain how sophisticated equipment makes computers and other gadgets work. A computer technician recently used an "unloading the groceries" analogy to explain to me how buying more RAM will make my computer run faster, despite my having a relatively slow processor. While the example seemed sexist at the time, I quickly understood the concept.

To find examples to support your next writing project, review case studies or client histories. Research other companies' experiences or pick up today's newspaper for timely examples. Even something that happens during the day - at home or at work - can illustrate a key point.

July 2002 - The Rewrite is Key

Once you have an acceptable outline for your next writing project, just start writing. Don’t worry about finding the perfect word or creating an outstanding opening sentence – at least not yet! Allow your thoughts to flow freely within the parameters you’ve established in your outline.

After the initial freestyle writing session, the rewrite is the next key stage. Leave the work alone for a few hours or even overnight, then begin the rewrite. This is where you go back and make changes, tighten the writing by eliminating unnecessary words, or rearrange paragraphs. It always pays to review opening and closing sentences carefully.

Writers who leave time for the rewrite stage produce better work.

Facing The Blank Page

Even the most experienced writer has times when he dreads the blank page in front of him. But there are ways to make the start of a writing project less daunting:

• Think of the main goal of your document and write it down.
• Add three key points you’d like to make in the document.
• Jot down any examples or supporting ideas that will help illustrate your key points.

Once you have something written down, filling in the rest will be easier. Always revisit your main goal if you find yourself stumbling through the document. This will get you back on track.

Know Your Audience

Before beginning any writing project, ask some questions about the audience.

• Who are they?
• What are their needs?
• Do they have any preconceived notions about my business?
• Do they have any concerns or biases that may need to be addressed?
• Where will they be when they receive this communication?

Understanding the audience's point-of-view and anticipating concerns ahead of time allows the writer to craft a piece that successfully connects with the reader or listener. Take a few moments to follow this step before your fingers hit the keyboard.

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