Writer A: Those of a certain mind who believe that writing endlessly long, phrase-heavy, clause-jammed sentences chock-full of adjectives, prepositions, metaphors and—of course—adverbs, are doomed to fail miserably, because they simply don’t see that while grammatically correct, these bloated sentences are completely drowning the writer’s primary message under a tidal wave of unnecessary clutter and bluster.

Writer B: Shorter sentences deliver clearer messages.

Ever read a long editorial or a comment on a website where someone writes like Writer A? It’s hard to endure. Sometimes you leave the page before you’ve understood the point. Writers attempting to show their education, vocabulary or expertise often fall into this trap. OK, we get it: You’re smart. But you’re also losing the interest of your readers. Limited space and time constraints force writers to compress their copywriting coal into gleaming, polished diamonds.

Pass these tips along to your friends who use 40 words where 10 will do:

1. Long paragraphs were meant for novels, not business writing. You only get a few seconds to capture a potential client’s interest. Pare down your sentences to show one big idea. It should be crystal clear. Suppose the people at Nike proposed the following in place of their “Just Do It” slogan:

“We would like to suggest—somewhat boldly, we might add—that the world would be better served if its inhabitants moved from a sedentary lifestyle to that of a more active, productive and healthy one.”

ZZZZZZZZ. Boring. Each sentence on your website or brochure is like a quick jab that leads to a knockout.

2. It’s OK to split your sentences in two. Even if it breaks the grammar rules you were taught in fifth grade. (See what I did there?)

3. Take a lesson from Twitter. The 140-character limit will force you to make your point succinctly.

4. There’s nothing wrong with drafting a long, information-packed sentence. But once you’ve finished writing, it’s critical to go back and edit your work.

5. Read billboards, blogs and brochures. Pay close attention to TV commercials and radio ads. Limited space and time constraints force writers to compress their copywriting coal into the gleaming, polished diamonds that get attention and make people buy your products and services.

Effective writing takes time—especially when you’re trying to persuade a potential client to buy from you. Factor in how long it takes for the reader to decide if they’re interested. Sometimes you only get a few seconds.

Here’s your homework: Go through every piece of your company’s marketing collateral, from your brochures to your business cards. Is the material confusing to the reader? Is your message buried so far down that your readers will give up digging for it? Are you saying in pages what could be delivered in a few potent paragraphs? If you can identify these issues, your readers have, too. It may have lost you their business.

Make the conscious decision to edit and strengthen your writing. If you need help, ask for it. The return on your investment will be worth the extra time or money spent on marketing your business.

Technology has changed the way we live, work and think. The Internet has made the world smaller, the buying options larger and the product delivery faster. Although the way we buy has changed drastically, the way we approach advertising copy really hasn’t. Now, we’re not talking about form here—modern technology has provided many new ways for advertisers to get the word out about their products. This is about content and strategy. The approach we take to writing ads that sell is virtually the same now as it was when Lucille Ball was selling Chesterfield cigarettes in Look magazine ads back in the 1950s.

 Time-tested Advertising Principles That Sell

1. The “Before and After” Ad. Most commonly used to promote weight loss products, the before-and-after ad is a classic. Here stands poor, frumpy, chubby Joan in Photo A. She took a diet pill (that she probably became addicted to—but we won’t mention that), and without any exercise, she transformed herself into the beaming vision of beauty you see in Photo B. And you can, too! These ads still appear today, but the before-and-after strategy has expanded from Charles Atlas ads to include financial services, education, real estate, and even politics.

Remember those semi-animated Charles Schwab ads from 2005? Life was not good (before) and then they talked to “Chuck” (after) and that’s how they got their finances in order.

2. The “I Dare You” Ad. This is the strategy that provokes you into buying a product or service. In the 70s, there was finicky Mikey from those Life cereal print and television ads. The kid hated everything, but he liked Life once he tried it. See what they did there? They dared your family’s pickiest eater to try their product. The result? Through-the-roof sales and an instant pop culture classic. Speaking of classics, after Mr. Whipple begged customers not to squeeze the Charmin, consumers everywhere were groping their toilet paper before tossing it into their shopping carts. Who can resist a dare?

Other times, the strategy is simplified: if you liked Product A, we dare you not to love our product. Here’s a smart print ad with a clear call to action that dares the consumer to get a better experience from reading the Harry Potter novels than from watching the films.

3. The “Indirect Call Out” Ad. Here’s where you compare yourself to your competitors without actually naming them. This indirect approach often succeeds by exposing a flaw in the competing product. It may also point the spotlight on a feature the advertiser’s product has, that the competitor’s doesn’t. The classic example is Avis and their brilliant “We Try Harder” campaign, launched in 1962. Without ever naming the competition (Hertz), Avis explained how much harder they worked for their customers while the consumer was left to draw the conclusion that perhaps the Hertz people were a little lazy in their efforts to please their clientele. These types of corporate positioning ads are alive and well. While I have made no secret of my allegiance to Apple, I have to hand it to Motorola’s advertising agency for delivering on one of the very first Droid ads. It’s clearly targeted at the men considering Apple’s iPhone (unmentioned) and attempts to shame them into buying a Droid. The copy in this ad is razor-sharp. Have a look:

4. The “Fear Factor” Ad. What terrible things could happen if you don’t buy this product or service? Will you gain weight? Catch a disease? Lose your money? Get killed in a car accident? These ads make you think, consider the alternatives and buy. From condom commercials to life insurance ads, companies have done well planting seeds of uneasiness through their persuasive ads. But sometimes they can intentionally dissuade the consumer from buying. Check out these anti-drug ads from the 50s and today.

5. The “Witty” Ad. It’s been said that humor is subjective but wit is universal. Advertising featuring witty slogans and clever copy sells by impressing the consumer and making him or her smile. The ads stick in your mind, so when it comes to making a buying decision, the snappy tagline pops up in your brain. Here are a few of my favorites from the past and present:

• Reach out and touch someone (AT&T)
• Cats ask for it by name (Meow Mix)
• Melts in your mouth, not in your hands (M&Ms)
• Raise your hand if you’re sure (Sure anti-perspirant)
• If it isn’t fresh, it isn’t Legal (Legal Seafoods)

A client of mine, satisfied with the website pages I had written for him, once asked if I would update his company’s brochure. “Just throw some stuff from the website on it and send me an invoice,” he said. Now I enjoy invoicing as much as the next freelancer, but if my client wanted a brochure that read well and produced results, I knew I would need to put in more effort than a simple copy-and-paste of his Web copy.

Good brochure writing is a lost art. Thanks to information-dense websites, the lean-and-mean, six-panel folded brochure has lost some of its prestige over the past decade. But that doesn’t make it any less an effective modern sales tool when written properly.

The brochure is a surprisingly versatile marketing piece. You can:

• hand it to prospective clients at sales presentations.
• mail it to interested parties following sales calls.
• insert it into marketing folders at trade shows.
• leave a stack of them in the community area of a local coffee house.

6 Panels to Perfection

Let’s look at the elements that go into writing a traditional, six-panel tri-fold brochure. We’ll assume you’re working with a talented graphic designer and printer that will transform an 8.5″ x 11″ sheet of paper into a brand-strengthening, deal-closing secret weapon.

Panel 1 – The Front Cover. When folded, this is the first thing the reader sees. Don’t blow it. This panel usually fulfills a few simple goals: identify the company, the need and the product or service. It should be strong enough to get the reader to open the brochure, but not so full of content that he or she won’t need to. This panel is sometimes used as a teaser and may not include a company’s name or logo.

Panel 2 – What’s In It for Them? Here’s where you’ll list the benefits of your service. Remember that clients don’t care what you’re selling unless you communicate the benefits to them. Will their work or personal lives improve? Will they profit from it? Is it fun? Can they afford to live without it?

Panel 3 – The Product or Service. This panel often precedes Panel 2 and that’s fine—it’s a style choice, but I enjoy a slow, deliberate buildup. It’s classic sales training that’s used today, most notably by Apple CEO Steve Jobs at his product launches. What have you got to say? Why do I need something new? And, oh, by the way, what is it?

Panel 4 – How It Works. Good job! You’ve piqued the reader’s interest in the first half of the brochure. Now what? This is your chance to give additional details about your product or service. You may also talk about the ordering process or any aspect of the sales cycle that will slowly persuade customers to buy from you.

Panel 5 – The Testimonial. One of the most effective sales strategies is the testimonial. Until a client buys from you, you’re still a gamble in the eyes of the consumer. You need help to close the deal. Choosing unsolicited, smartly-written recommendations from “raving fans” may be the difference between winning and losing business.

Panel 6 – The Call to Action. Whenever a client tells me their brochure doesn’t work, I immediately flip it over to the back panel and look for the call to action. More often than not, it doesn’t exist. So let’s review: You teased them, you told them they need it, you described it, you explained it, you gave them a client’s gushing stamp of approval and then you left the back panel blank so you can mail it. Huh? Are you kidding? You’ve left out the most important part. Make the client pick up the phone, drive to your store or log on to your website. Don’t worry, there will still be plenty of room for mailing information. A call to action may consist of one simple sentence, but it drives sales like nothing else.

Some examples include:

• Call now for a free consultation.
• Act now! Limited time offer.
• Bring this coupon and save 20% off your first order.
• Register today to guarantee your reservation.

Those are the parts of a perfect brochure. It’s not simply “stuff” culled from your website. There’s a strategy involved. Does your brochure contain all six elements listed above?

Now, for my own call to action:
You need a brochure that closes customers as efficiently as your best salesperson. Call Tannuzzo Copywriting today for a free consultation.

What is a USP and Why Do I Need One?

To gain a competitive advantage in marketing your business, experts recommend that you have a unique selling proposition, or USP for short.

A USP is not to be confused with an elevator speech. When people ask about your unique selling proposition, they probably already know what you do. What they don’t know is why they should choose your company over another.

What makes your business unique? What separates you from your competitors? Answer those questions and you’re on your way to creating your USP.

You’ll need to discuss your USP in person at networking events and on sales calls. You’ll also need it prominently featured on your website and in your marketing collateral. What good is handing out an expensive, beautifully designed brochure if there’s nothing in it to persuade a potential client to try your product or service?

5 Steps to Create Your Unique Selling Proposition

1. What makes you unique? Sorry, but “great customer service” won’t make the cut. If you insist on identifying your company’s outstanding customer service, you’ll need to back it up with an offer. Remember the classic Dominos Pizza guarantee of orders delivered within 30 minutes or they’re free? Come up with an offer as enticing as that and you’re onto something.
2. Does your USP exclude anyone (and can you live with that)? Let’s imagine you’re an experienced website designer and you have a talent for working very quickly. You’ve decided that your USP is this: You can create a magnificent, 30-page website complete with a storefront, photo galleries, blogs, videos, live social media updates and pretty much anything else the customer wants–and you can do it all within two weeks. A client with a large company and plenty of money might find this USP perfect for his or her needs. But what about the “little guys” from the diner down the street? This USP has no appeal for them. They just want a home page with their menu and phone number on it. Can you live without their business? Sometimes identifying your USP can help streamline your target market.
3. Is your USP easily communicated? A USP should be easy to explain and remember. Think of the old Federal Express tag line, “When it absolutely, positively has to get there overnight.” It’s a great slogan, but it’s also a USP. Simply put, FedEx is selling peace of mind to business people worried about the consequences of late-arriving or lost packages. Think about it: FedEx and UPS offer essentially the same reliable service. But if your job depended on it, which company would you choose if you had to get a box of PowerPoint presentations from Boston to Seattle for a lunch meeting the following day? I’d pick FedEx, even though I know it has nothing to do with either delivery service. It’s all about marketing. That’s the magic created by identifying your USP.
4. Can you create a persuasive message around your USP? You want heads nodding when they hear your USP. If the response is tepid and you feel like people are thinking “so what?” when they hear it, it’s time to revisit your proposition.
5. Will your USP translate across every marketing avenue? Your USP needs to be successful wherever you advertise. Does it read well in your marketing materials and on your website? Does it sound good in radio and TV ads? Is it compelling enough in face-to-face meetings? Will people click on your Internet ads? If yes, you’ve probably created a USP that will increase your business. If not, continue refining your USP until it works with every form of marketing.

Need help identifying your USP? Contact Steve for a free consultation.

Disclaimer: I love Apple and their products. I own a MacBook Pro, a 24″ Cinema Display, an iPod Touch and several iPod Shuffles that reside in various drawers in my apartment. I surf the Web wirelessly with my Apple Airport Express. My desk looks like a mini Apple Store. This morning I was one of the first to pre-order the iPhone 4, which will be a huge upgrade from my old iPhone 3G. At least, that’s how I’m rationalizing it.

See, that’s the thing about Apple. They have perfected the art of introducing beautiful, groundbreaking new products that seem old and outdated after just one year. And they count on consumers like me to get in line for the latest and greatest new product. And I fall for it every time! Well, almost. I have successfully avoided the iPad for now, only because I see it as a luxury item and not something that I “need” (like the new iPhone, which pretty much does what my old iPhone does, but faster). I know, they’ve got me right where they want me.

Don’t you wish you had clients racing to your website every time you had a new product or service to offer? There’s a reason why Fortune has named Apple “The World’s Most Admired Company” for the third consecutive year.

Here are five reasons why you should follow Apple’s marketing strategy:

1. They Focus on One Thing and Make it Great. When the iPod made its debut in 2001, the company’s focus was on music and putting a thousand songs in your pocket. Then they kicked off the iTunes store, which made it easy and legal to download songs to your computer or iPod. In 2007, the iPhone changed the way smartphones were made and used. This year, millions of the “magical” iPad sold in a matter of  weeks.
2. They Train Their Customers. Apple’s best clients know that most of  Apple’s product line is “refreshed” every year to the month, with upgrades in memory, speed, design, added features and overall ease-of-use. There are many forums and blogs tracking down rumors of new products and release dates as fans wait in anticipation of the next great Apple product. Check out these photos of the lines forming in Tokyo just to pre-order the new iPhone.
3. They’re Green. Companies that promote eco-friendly products gain respect and garner positive press from “green” organizations that in turn encourage their followers to buy from these companies. The latest round of Apple MacBook Pro computers are billed as “The World’s Greenest Lineup of Notebooks.” For a company that expects its best clients to upgrade their hardware annually, they’d better produce something that’s easily recycled. Visit Apple’s Environment page here.
4. They Don’t Have Sales. OK, that’s not entirely true. They have a one-day Black Friday sale that saves 5-10% off certain products. But that’s it. One day. They set their prices high and back them up with a stellar reputation for providing excellence in their products and in customer satisfaction. You can find a decent PC notebook at Best Buy for about $600, but Apple has no problem charging $999 for its least expensive notebook.
5. They Know and Market to Their Customers. Even before the days of the ‘Think Different” ad campaign, Apple was reaching out to college students and graduates, creatives, rebels, and the anti-establishment. Microsoft dominated the market and Apple ran a distant second. Watch the “Get a Mac” commercials and you’ll see Apple’s attempt to paint PC users as well-meaning, but kind of dumb for sticking with bad computers, while Mac people are  young and carefree because their computers “just work.”

Think about your own company’s brand. Is it properly represented on your website? Do you focus on one great thing before working on your next project? Are you a “green” company or do you have any charitable ties to your community? Are your prices competitive or are you losing money by undercutting your competition? Do you know who your clients are and do you market to them accordingly?

If you answered “no” to any of these questions, please contact me for a free, no-strings consultation to help strengthen your brand’s message on your website and in your marketing materials.