Better business writing; tips from the pros; five steps to better letters - directory

Home Office Computing, Jan, 1991 by Eric Adams

As for length: "People will read copy if it's interesting," says Levinson. Don't be afraid to give them information. It may be your only chance.

KEEP IT HONEST AND SIMPLE

You can't blame readers for being skeptical. They are bombarded daily with hundreds of advertisements. "Readers are experts at culling the truth from the hype," says Levinson. It's not easy, but you can gain their confidence, as well as present a convincing argument, by keeping your ad honest and simple.

Keep it honest by avoiding adjectives and outrageous claims. If it's the greatest thing since sliced bread, "use testimonials--they're still a great way to gain credibility," Levinson advises.

Keep it simple by using simple words, short sentences, and short paragraphs. Review ads that compel you. Chances are the copy is so lean and clean that the ad seems simpler than it really is. Bells and whistles don't sell products; clean copy does.

TELL YOUR READER WHAT TO DO

Many major corporations have the luxury of running advertisements to enhance their prestige. And though a small business's ads don't always have to sell products, they usually do, because of your limited budget.

Tell the reader how to contact you. Make it easy. Include an address, a phone number, or an 800-number, if applicable.

"Generate action by offering a free brochure, free sample, free estimate. Free is one of the most important words in the marketer's lexicon," says Levinson.

If you really want to get some action, make your ad a tear-out coupon.

Now stand back and look at your creation. Does the ad crystallize your message? If it doesn't, hit the drawing board again and work a little harder at perfecting the mysterious art of advertising writing and design.

BROCHURES THAT GET RESULTS

The workhorse of most small businesses is the brochure. This simple, time-tested piece of literature will do more to define you and your company than any other marketing tool.

A well-designed brochure will enhance your image, attract referrals, and help you sell your product or service. A poorly designed brochure will tarnish your reputation and keep customers at bay. A brochure is a reflection of you. "If it doesn't look and feel professional, people will assume that's the way you run your business," says Levinson.

DEVELOP A BUDGET

Before you can begin writing, you must decide what size and type of brochure you can afford. Your budget will have to include line items for design, printing, paper stock, color, and photos or illustrations. No doubt you'll want a quality brochure, but that doesn't necessarily mean four colors and gilded edges.

Adams suggests bringing in a quality designer to lay out your brochure: "It costs more, but it's worth it." No amount of dazzling copy will save an unattractive brochure.

DEVELOP A COPY STRATEGY

Use the same clear, active, and personal style you would when writing letters and display advertisements. And make your most important points quickly.

"Statistics show that readership falls off dramatically after 50 words but barely falls off at all from 50 to 500 words," says Levinson. That means you have 50 words to hook them and the rest of your brochure to inform them.