Marketing Communications
Including brochures, web and ad copy and direct marketing
 Short, focused writing intended get attention, communicate a message and produce a specific result. Examples include brochures, web copy, ad copy, direct mail/email pieces, and so on. This category also includes ongoing market/customer communications such as newsletters and blogs.
Marketing communications documents are key to any sales effort, whether used by a sales force or distributed directly via mail, electronically or by other means. They generate brand and product awareness, provide a way to strongly communicate key messages, and are a key tool in generating leads.
Although many companies might turn to an ad agency or junior writers for this type of work, sometimes a deeper, more insightful knowledge of the customers and industry is needed for your piece to be effective and not just another piece of "marketing fluff".
Some of the types of documents that fall into this category include:
- Product/portfolio data sheets
- Company profiles
- Brochures and flyers
- Website copy
- Advertising copy
- Bulletins and newsletters
- Direct mail pieces
How is marketing copy different from other kinds of writing?
Successful marketing communications is all about velocity. Good marketing copy works quickly, and doesn't require much of an investment from readers in terms of time or consideration. Presentation and style are at least as important as content, and the language has to be succinct and straightforward, with a clear message and simple, obvious call to action.
A marketing communications piece ideally has a well-defined purpose and audience, occuring at a determined point in the sales cycle. It can be measured by how well it accomplishes that purpose. Unless these factors are clearly thought out, marketing pieces, rather than being read and acted upon, become a garbage can filler at best and an annoying nuisance and source of clutter at worst.
|
