The Importance of Professional Writing in Marketing Materials
Written messages have power to persuade and repel. When it comes to your presenting your brand, professional writing shines brightest.
Your business marketing includes many components including your logo and tagline, sales literature, your website, email newsletters, social media posts and advertisements. Is the information presented across all of these consistent? Are they up-to-date and accurate? Do they effectively persuade and make it easy to buy or book an appointment? The professional writing offered by marketing agencies delivers on all fronts. Here are a few areas in your marketing where strategic writing plays a part.
Naming a Company, Product or Service
The right company, product or service name can set you apart and evoke an image. Your chosen name becomes the start of every communication you have with your audience and it bears the reputation of your brand. An agency’s writers can explore and develop a magnetic and distinctive name that will be planted firmly in the mind of the consumer.
Writing a Meaningful Tagline
A tagline is a short statement that conveys your company’s brand promise. It positions and differentiates your company. A great tagline is inspiring and bravely unique, and it hints at an intriguing story. It doesn’t try to please everyone and it isn’t another version of a generic phrase used by all of your competitors. It touches on what matters to your audience.
Brochures, Sales Literature and White Papers
Brochures and other sales literature are important tools in your marketing toolbox. Clearly crafted product descriptions, case studies and company profiles entice buyers to take the next step in the sales cycle. Well-written literature and white papers reinforces your company’s credibility and can provide detailed information in a comfortable-to-read format. Digital versions provide online interactivity and print versions provide a tactile, hands-on, leave-behind image of professionalism.
Email marketing lets you communicate directly with the people who welcome it. It can provide them with offers, product updates and event notices. Email marketing can include sophisticated lead-generation campaigns with personalized audience-segment. Whatever the content, effective marketing email is based on a clear strategy and great writing. The subject line and headline must attract attention, and the body text must maintain that attention through to the call to action.
Increased brand exposure and sales are the two primary benefits of effective advertising. A well-written advertising campaign captures attention quickly with a strategic headline, motivational body copy, strong design and visual elements. The tone will focus on benefits rather than features, addressing the desires and wants of target customers in clear language, all while whetting their appetite for information. A good ad will finish with a clear call to action that makes it easy for readers to respond.
Writing Websites and Blog Articles
Clear and intriguing website copy will have visitors browsing your website, learning about your offerings and taking action. Conversely, a website that is full of errors, inconsistent voices and tones, and boring “me, me, me” text is going to drive away sales. Your website’s blog offers a strategic opportunity to establish your firm as an expert in your niche. Fresh and ongoing blog articles can turn “likes” into love for your brand. And remember, Google determines the relevance of your website based on your content. Relevant and new content is key to achieving a respectable search-engine ranking and attracting new audiences.
Writing for Social Marketing
The quality of your social-media content and conversations determines how people will perceive your brand. As another extension of your brand story, the writing in your social spaces should have the same voice as your other marketing touchpoints. It’s important to write in a timely manner and write thoughtfully, in response to both positive and negative feedback.
Professional Writing Makes Your Brand Shine
Strategic writing is a craft and it can breathe life into your marketing materials, persuading and connecting. True to your brand story, a cohesive written message across all channels positions your business as a leader in its niche.