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Identity · Branding · Online Communication · Print
Awakening Interest
Subheads and entry paragraphs must elaborate but be a concentrated piece of text laying out situation/problem typically facing the type of customer aimed for. The main text must be segmented clearly with subtitles corresponding to specific topics or possible lists of services.
Urging Action
Finally, all promotional content must be a call to action. Simple information explaining where you fit into the picture regarding solving customers’ problems, while providing a way, preferably more ways than one, to directly get in touch to talk about solutions.
Regarding Naming
If your business mainly involves the selling of already named and packaged products then you are, ofcourse, bound by those names. However, when it comes to homegrown products and especially homegrown services, many businesses neglect to clearly define and organise their range by names and titles. Adequate naming, apart from helping customers navigate between what you offer, also conveys the idea of a company with a large variety of products and services – and by extension, a company with broad experience that you can trust.
The Other Side
Firstly, using everyday language in sales material better connects with your audience. So does making an effort to see things from the viewpoint of your customers - as opposed to just listing all you are able to do. What is in it for them? What different customers are you talking to? How does your product range meet their unique needs? Can they easily acquire more information about specific services and products?
Skip, Stop, Jump
Note that many qualities that work for online content, would upgrade your company’s general information as well – wether in print or mail. People seldom read sales material from beginning to end, but browse, much like when you surf the internet. The web is interactive and users will approach your information in a non-linear way - jumping, skipping, stopping at points of interest and leaving again (on average after 8 seconds) if not immediately excited about something. So online copy must be clearly layered with several entry points to your information. It should be simple to skim to get an overall view of all you offer, to dive deeper into any part and to easily retrieve additional information. Generally, any promotional text would benefit from being divided according to purpose: Getting Attention, Awakening Interest and Urging Action.
Getting Attention
Headlines and titles must be to the point and able to create instant interest and a desire to know more about your services.
Effective Promotional Content
1/10 tips to improve your communication...
