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Write like a Marketing Pro

There are many variables that influence different formats of business writing.  Writing for marketing purposes, however, is quite simple:  focus on key areas that communicate what your business does and why your target customers should choose your products or services.  In doing so, here are the main areas to consider:


Value Proposition

Clearly articulate the unique value that your business offers to customers.  What are you ‘truly’ selling?  What problem do you solve? What sets you apart from competitors? Your value proposition should be concise, compelling, and clearly communicated across all marketing materials.


Target Audience

Identify your target audience and tailor your marketing materials to address their specific needs, preferences, and pain points. Understand their demographics, interests, and buying behaviors to craft messaging that resonates with them and compels them to act (buy or hire you).


Products or Services

Provide detailed information about your products or services, including features, benefits, and how they address customer needs or challenges. Use descriptive language, visuals, and examples to showcase the value of what you offer and why it's relevant to your target audience.


Brand Identity

Develop a strong brand identity that reflects the personality, values, and ethos of your business. This can be done in writing and is also supported by logo, colors, fonts, and tone of voice across all marketing materials to create a cohesive and memorable brand experience for customers.



Use storytelling to create an emotional connection with your audience and communicate the human side of your business. Share your origin story, customer success stories, or testimonials that illustrate the impact of your products or services on real people's lives.


Call to Action

Clearly define the intended action you want customers to take. Does your CTA encourage a likely (and desirable) response -- making a purchase, joining your email list, or contacting you for more information.


Consistency and Quality

Ensure consistency and quality across all marketing materials to build credibility and trust with your audience. Pay attention to design, messaging, and brand elements to maintain a professional and cohesive brand image.  And, be sure your writing engenders confidence in your audience. 



Track the performance of your marketing materials using metrics such as website traffic, engagement, conversions, and sales. Analyze the results to identify what's working well and areas for improvement and use this data to refine your marketing strategies over time.  Writing is essential in this process as you test different messages and copy while iterating.



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