The most important thing required to write a great marketing communication is listening skills. You must never write about what you want to sell. It is always better to write about what your customer wants rather than what you want to sell. Listening is a skill that will definitely help you understand your customer needs better to communicate to them about your product or service.
Give your potential a good reason to contact you. Connect with them on a level that goes beyond just your product or service. Communicate in a way that makes them remember you even after they have closed your email or their Facebook/Twitter account or even the newspaper. Give them a reason to remember you. Why should they come to you for your service or product? Don’t tell them you are cheap. Price is not always a deciding factor. Once you listen to them, you can give them a good enough reason to remember you by.
Does that question make any sense? Will you respond to your own communication material? Be it a mailer, tweet, Facebook post or ad, will you respond to your own communication? Never give your customers something that you won’t take. You might find yourself very disappointed with the result. Give them a communication that you would click on, read and most of all, respond to.
Be clear about what you want the readers do after they read your piece. If needed, give them step by instructions. But don’t give them anything complicated to do. Make it as simple as a click.
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