Writing Rules for Everyone

1. You need to tailor your message to your clients’ demographics. Conduct a survey of your most loyal customers to determine which demographic gives you the most business.

2. The better you know your clientele, the better you can organize your information to meet their needs. Do they typically want to know bottom-line price over features and benefits? Do they to think testimonials are more important than facts?

3. People who write with the hopes of impressing others only accomplish one thing—they lose the reader! Examine each marketing piece you write and distill its core message or purpose down to one or two sentences.

4. In messages containing both good and bad news, give the bad first and then counter it with good news. This takes the sting of the bad news and leaves your reader with a positive image.


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