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.