Good writing can be a very difficult thing to come by.Here’s the thing that happens a lot: a company starts to view the image as the most important as...
Good writing can be a very difficult thing to come by.
Here’s the thing that happens a lot: a company starts to view the image as the most important aspect of an advertisement.
No matter what kind of advertising you’re dealing with you need to get a person to look at it to begin with. They have to tilt their head towards that poster or pick that postcard up out of the mail pile. This is the hard first step and a very tough barrier to breach,
because given the amount of things we’re confronted with every day of our lives it isn’t easy to get someone’s attention.
This becomes your challenge: grabbing a person’s attention. If no one bothers to look at your advertisements then all of the money you spent on color printing is now meaningless.
Yes, this is a concern, and you do need great visuals for your advertising. I’m not going to attempt to argue that point, because I accept it completely as true.
The issue at hand right now isn’t about how you get a person’s attention, but what you do with the attention you get? And the writing is at the core of how you use someone’s attention.
Let me tell you, failing to deliver on the interest you first developed is going to do wonders to get you on someone’s bad side. I hate it when I take the time to pick up a postcard and all I see is poor, vague writing that doesn’t do anything to tell me anything.
I can tell you that the next time I see that company’s logo on something I’m not going to bother reading it.
I don’t care how long or short your advertising is, you need good writing. From the postcard to the booklet you have to be sure that you’re handing people the best writing possible. Every application of color printing needs to be both visually appealing and well written to deliver the most information possible.
Failing on either end of things will very quickly lose you a sale and possibly permanently lose you a customer.
What do you need to do to make sure you have the best writing possible? Get to the point as quickly as you can. Don’t meander around the point and talk about things that don’t matter to your customer. Always have your customers in mind when you’re writing and be sure that everything you say is meant to attract their attention.
The best way to be sure you did a good job is by having someone else read through what you wrote and see what they think.
Writing isn’t always the easiest thing to do, but you’ll be hard pressed to develop strong sales if you aren’t getting the best writing possible.
