How to Write Irresistible Promotional Pieces that Attract More and Better Clients

Whether you're creating a sales letter, a brochure, a newsletter, or any other business promotional piece, you need to write in a way that not only explains your product or service, but that also compels your prospects to contact you. A well-written promotional piece entices people to seek out more information, whether it be via a phone call, an e-mail, or an in-person visit. A good promotional piece also showcases your professionalism and your creativity.

The key word to remember here is "entice." Your promotional piece should not give every detail ? that's your sales department's job. The promotional piece is merely the introduction.

Unfortunately, many promotional pieces miss the mark. Outrageous claims, weak calls to action, and sloppy formatting are the common mistakes that plague most people's writing. Such errors accomplish only one thing: They destine your promotional piece for the infamous "round file." They also show prospects that you're lazy, uncreative, and possibly incapable of delivering quality work.

In order to entice prospects to contact you based on your promotional mailings, you need to keep your writing both lively and factual. The following guidelines will help you write promotional pieces that even your toughest prospects can't resist.

1. Make it readable.

Only use white, off-white, or other soothing paper colors. If you think using outrageous paper colors, such as neon yellow or fuchsia, will gain attention, think again. Hurting someone's eyes is not the way to gain attention. Also, be mindful of the font you choose. Sure, your computer comes with all sorts of innovative fonts, but this is not the time to try them out. Stick with a simple font, such as Time New Roman or Arial, in a 10, 11, or 12-point type. If you have to make your print tiny in order to squeeze everything in your allotted space, then you're saying too much. As Shakespeare said, "Brevity is the soul of wit." In the case of promotional writing, "Brevity is the showcase of your wits."

2. Write a headline that gets to the point.

You have less than five seconds to impress your prospects to read on. And the first thing any prospect reads is the piece's headline. So craft a compelling headline that immediately conveys why this information is important to your prospects. The four main headline formulas that work are:

? How To ? The formula is "How to" + verb + product/service/noun + benefit.

Example: How to Create a Store Promotion that Increases Revenue

? New ? The formula is "New" + product/service + benefit.

Example: New Tax Law Saves You Money

? Power Verb ? The formula is "Power Verb" + product/service + benefit.

Example: Prepare a Business Plan that Boosts Company Profits

? Free ? The formula is "Free" + product/service + benefit.

Example: Free Booklet Reveals the Secret to Lowering Your Interest Rate Regardless of the headline formula you choose, avoid sounding like an infomercial or a used-car salesperson. Since your headline determines if the prospect keeps reading, craft yours wisely.

3. Keep the hype to a minimum.

Many people think that in order to solicit interest in their promotional piece they must write something outrageous. To some degree, this is true. Saying something outrageous is a great way to generate interest, as people naturally love controversy. Plus, if you can stir things up, you'll get lots of exposure. The thing to remember, however, is that you must be prepared to answer questions and/or prove everything you write. So if you want to write something just for sensationalism but can't back it up, don't. You must be able to support everything you print.

4. Go easy on the posturing.

While you may produce the best products or offer the most unique services in the world, that is for your prospects to decide. Every superlative you use in your promotional piece will reduce the prospect's trust in what you say. So instead of telling prospects that your product is "the most extraordinary widget to hit the market" or that your service is "capable of revolutionizing the industry," show your prospects how these claims are possible. Give the benefits of using the product or service as they pertain to your prospects' lives so they can determine just how extraordinary or revolutionary the product or service really is.

5. Evoke images.

As you write, evoke more than one of the five senses. Paint a picture with your words so prospects see, hear, smell, taste, and feel what you're describing. Contrary to popular belief, the best promotional writers think in pictures, not words. They see the image they want to convey to their prospects, and that's what they write. So if you're a candy manufacturer or a florist, for example, write so that your readers smell the candy or the flowers, not just see what they look like. If you're in the restaurant business, help your readers taste the food. If you're writing about business productivity, help your prospects hear the hustle of productivity and feel the rush of a sales call. Do more than just tell prospects what's going on.

6. Always make a compelling call to action.

What do you want the person reading your sales letter, brochure, or other promotional piece to do? Buy your product? Call you for more information? Visit your web site? Whatever action you want your prospects to take, state it clearly. Too many promotional pieces ramble on about all the features and benefits of the product, but they never tell the prospects to actually do anything. For example, in a sales letter you could write: "Please call our office immediately for more information on how we can help." A brochure could say: "Order the widget at our special introductory price today." In a newsletter you could write: "Visit our web site for more information about our new product line." Tell prospects precisely what you want them to do.

7. Clearly state your contact information.

Always let prospects know whom to contact and how to do so. List a name, phone number, and e-mail address prominently on every piece. Rarely will prospects search for your contact information, so display it prominently at the top and bottom of every page. Highlight the contact information if it blends in with the text too much. Remember, the goal is for your prospects to contact you. Make it easy for them to do so.

Make Your Promotional Pieces Work for You

When your promotional pieces present your information in the most compelling and factual manner, your prospects will find them and your company irresistible. So as you write future sales letters, brochures, or other promotional pieces, keep these guidelines in mind. When you do, you'll create a promotional piece that delights prospects and makes them eager to do business with you. With well-written promotional pieces, you will attract more and better clients to help your business grow.

Dawn Josephson is the author of Putting It On Paper: The Ground Rules for Creating Promotional Pieces that Sell Books and the co-author (with Lauren Hidden) of the new book Write It Right: The Ground Rules for Self-Editing Like the Pros. Contact her via e-mail dawn@cameopublications.com or by calling 843-785-3770.

Promotions for Mobile Detailers

Mobile businesses are quite unique in the way they must... Read More

4 Ways to Get a Prospects Attention Fast

Can you remember the last dozen advertising messages beamed at... Read More

Self-Promotion on a Zero Budget

Recently, I've received a few e-mails from people asking me... Read More

Is Most Marketing by Small Businesses KILLING THEM?

I just collected my mail. As usual, more than 80%... Read More

Where Are Your Leads Coming From?

Most B2B marketers spend a great deal of time analyzing... Read More

How to Get the Right Clients and Avoid the Wrong Ones

If you are like most service professionals and small business... Read More

The Top 10 Ways to Market your Business or Professional Practice Without Advertising

Every business and professional practice MUST be in the public... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 4

Let's continue to discuss the various marketing principles that are... Read More

How to Magnetize Your Business

Do you ever wonder how some businesses always seem to... Read More

What Our CAT Taught Me About Marketing!

Toby is one of our two family pets (both cats).... Read More

Marketing Success Defined

How do you personally define success? High income? Substantial net... Read More

What Your Customers Want

Your customers don't know what they want. And to assume... Read More

Communication Breakdown - Dont Let It Happen To You

Do you have Communication breakdown?How are you communicating with your... Read More

Your Secret Marketing Weapon

As a professional service provider, you're paid for what you... Read More

Marketing Worksheet

Even the world's best marketing strategy won't work for you... Read More

Marketing is More Important Than Expertise

Being a master of your craft, skill, or talent doesn't... Read More

Creating Assets: Spark Your Thinking With These 16 Comprehensive Questions

Here are some questions to get your thoughts and cash... Read More

15 Ways to Promote eLearning Programs

Pre-note: In this article, teleclass is an example used to... Read More

Massage Therapists Can Now Make More Money

As a massage therapist, your income is usually limited by... Read More

5 High-Impact Marketing Tips

Here are 5 high-impact marketing tips you can use to... Read More

Money-Makers Secrets to Renting Profitable Mailing Lists

As an entrepreneur involved in selling and/or promotion... Read More

The Sweet Aroma of Highly Effective Marketing

Highly effective marketing is accomplished when your marketing materials and... Read More

Chamber Of Commerce Meetings

If you run a small business you should be a... Read More

7 Proven Tips To Market Your Cleaning Business

Marketing your cleaning business is something that you will already... Read More

Discount Promotional Items ? How to Save Money

It takes money to make money is an adage we... Read More