Get to the Point: How to Effectively Communicate in Marketing Materials

Posted by Steve Kleber on Aug 16, 2007

It’s simple. If people are interested in what you’re saying, they’ll continue paying attention as long as you’re sharing new and valuable information. And how do you accomplish this?

Below are six ways to create content that packs a punch:

1. Be simple and straight forward
o Any good copywriter will tell you that the less words, the better. But what this doesn’t mean is that you’re skimping on your marketing materials; in actuality, cutting non-essential information will make your written communications more valuable. Delete words that you deem unnecessary. Think what you want to say, say it, than edit the heck out of it.

2. Avoid jokes and corny puns
o You may think you’re the next Jerry Seinfeld, but for the sake of your audience, avoid the humor in written works. Alienating your audience with comedic tales that may not be relevant or appealing to them is a sure way of not getting their attention.

3. Make it easy to read
o Long winded paragraphs will only cause people to tune out or discount your message. Use bullet points, numbered lists or attention grabbing subheads to create flow and keep the reader engaged.

4. You’re not that important
o How many people really care how wonderful and successful your company, service or product is? What do they care about? Themselves of course! Tell them how you’re going to enhance their lives or their business. Avoid delving into your company history within the first few paragraphs or pages. You may see this as interesting, but what consumers see instead is self-promotion.

5. Be creative
o Flex your creative muscles by finding time to practice your communication skills. Use visual aids to help make content connections. Challenging yourself to think in new ways will produce innovative and fresh content.

6. Have a point
o In order to get to the point, you must have one. What are you ultimately trying to accomplish with your marketing materials: brand awareness, introduction of a new product or service…insight into the latest trends in your industry? Whatever your motivations to communicate, there must be a significant message that will benefit your readers. If you don’t have anything important to say now, wait until you do.

Interested in more ways to get on your consumers’ level? Check out our next e-newsletter (coming out September 12) where we discuss social media and how to connect with your audiences in today’s newest forms of media. Not signed-up? Subscribe Here.   or check out our Web site at www.kleberadvertising.com for more marketing articles.

This entry was posted by Steve Kleber on Thursday, August 16th, 2007 at 8:43 am and is filed under Advertising, Marketing, Public Relations. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.