WRITING IS AN ART #4

PLAN YOUR ROUTE


If you are going on a long journey, there may be many ways of reaching your final destination (both in terms of the route chosen and the method of transport). Your ultimate choice may depend upon factors such as speed, cost and convenience.


Similarly, there are many ways of promoting awareness of your company and/or its products and services. The one you choose will depend upon factors such as:

• The results you are trying to achieve (your aims)
• The budget you have available (the cost)
• The markets you want to reach (your target audience)

Some of the options open to you include:


Short term methods

- Press releases: fairly low cost, wide distribution (however, they may get heavily edited)
- Adverts: higher cost, but you have more control over the final content
- Case studies: for sharing examples of your capabilities with customers in the same sector
- Editorial: research shows that this can be seven times more effective than advertising
- Direct Mail: useful if you want material that is targeted at a specific audience
- Articles: in trade magazines, these help to establish you (and your company's) credentials


Longer term methods

- Websites: the potential of reaching a worldwide audience for a relatively low cost
- Brochures: a useful overview of your solutions (but make sure they don't go out of date)
- Newsletters (including e-zines): great for keeping in regular touch with your customers
- Blogs: share your ideas and show your capabilities in an informal way


Most businesses will use a combination of these methods to achieve a range of aims. In the months ahead, I will be providing some general writing tips - as well as some more specific advice that relates to each of the above methods.


Have a Happy Christmas


Phil
Freelance copywriter

Web: www.phila.co.uk
Email: info@phila.co.uk

WRITING IS AN ART #3

WORKING WITH WORDS

Before you even start writing, there's one important thought that should be going through your mind:

"What do I want my words to achieve?"

The answer might include:

• Greater customer awareness of your company
• Increased sales of your products/services
• Penetration of new markets

It might embrace all three of these (and other aims as well). Whatever you want to achieve, the next step is to decide upon the key messages you need to get across so that you can realise your goal. This applies to whatever you are writing - a press release, case study, web page, advert ...

Ultimately, if your writing is really effective, it will achieve the following:

• Convey your key messages with energy and authority
• Grab the attention of your customers
• Enhance your corporate image/brand

Have a good weekend.

Phil

(Freelance copywriter)

Website: www.phila.co.uk

Email: info@phila.co.uk