Last week, we talked about the importance of compelling, focused copy. We also touched on the idea of speaking in the voice of the reader and approaching them with honesty and a certain level of intimacy. This week, let's talk about the technical aspects of your writing as it applies to your marketing materials. Just as on the highway, there are rules and conventions that must be followed. But in writing marketing materials, there are times when we need to bend or even break the rules. (Notice I cleverly avoided any suggestion of traffic law disobedience.)
The first concept that comes to mind is the idea of "writing tight". By this we mean avoiding overly complex, inappropriate and/or unnecessary words. We're all guilty of this literary sin. We have an unnatural lust for our own creative genius. We fall in love with our own words. It happened to me....don't let it happen to you.
Your only hope for salvation is to cast an objective eye on what you write. When you've finished a piece of writing -- any writing -- go back and find the most concise way to phrase every sentence. Take out jargon, cliche's and words that aren't needed. Just make sure you don't lose the intended meaning. Do this proofreading twice -- at least. In fact, I like to let a writing assignment sit over night. It's amazing what the perspective of time will do for your ability to spot mistakes and clean up your wording. Just try it.
Don't be too concerned about sentence fragments in your advertising copy. Your goal is to communicate your message, not to win the Pulitzer Prize. Write as you speak. The rules of grammar are important; but you should think of them as tools, not as task masters. Oh, and it's okay to start a sentence with a contraction now and then. And I mean that.
As I said above, don't fall in love with your own creativity. And that means not being too clever for your own good. Cute remarks, rhymes, puns and silly humor can get in the way of your message. It's okay to take on a humorous tone at times; just don't let it detract from your goal. And remember, your goal is commercial -- not literary. (Okay, I know what you're thinking. But this rule does not apply to blog posts...at least, not mine.) ;-)
Be concise; stick to the point. The headline of your ad or the "theme" of whatever you're writing should be in your bull's eye at all times. Focus on your main selling point. Stick to what it is that makes your product uniquely suited to solve your reader's problems and make their world more livable. Don't meander off to side points, unimportant features or minor benefits.
Finally, remember that benefits always trump features. Your customer doesn't care that your motor oil has a super-cool additive in it. They care about not breaking down. They care about their engine lasting. Concentrate on how your product or service will have a positive effect on your customer's life. What problems does it solve? How does it make them a better person? How does it protect them or their family? How does it make life easier...or more worth living? Hey, motor oil can make you happy...and you don't even have to live in the desert!
[Next week: More rules of the road.]
Take care.
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