Marketing Writing Tips: Selling – Writing – Speaking

  • The message is about the reader and his interests, needs, and desires, not you and your wants.
  • It should contain some significant promise of benefits (again to the reader), implicit or stated.
  • The benefits should be concrete — easy for your reader to imagine.
  • Any claims you make should be supported by facts.
  • Difficult concepts should be included only if you can clearly illustrate them with examples and analogies.
  • Simple is better. One overriding idea presented repeatedly in different ways and with building evidence is much stronger than a string of related but distinct ideas.