EFFECTIVE WRITING How to Write Effective Marketing Communications

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EFFECTIVE WRITING How to Write Effective Marketing Communications

EFFECTIVE WRITING How to Write Effective Marketing Communications

Readings – 3 Articles What lessons did you get out of the reading?

Readings – 3 Articles What lessons did you get out of the reading?

Readability n n n n Appropriate content Sentence structure Active voice Transitions Appropriate language

Readability n n n n Appropriate content Sentence structure Active voice Transitions Appropriate language Frame (purpose and direction) Clear communication

CORRECTNESS n n n Grammar and punctuation Format, appearance Coherence - sentences should be

CORRECTNESS n n n Grammar and punctuation Format, appearance Coherence - sentences should be smooth and coherent with grammatical and logical construction - paragraphs should develop a logical progression of ideas

APPROPRIATENESS n n Downward communication a) diplomacy b) clarification of desires c) motivational aspects

APPROPRIATENESS n n Downward communication a) diplomacy b) clarification of desires c) motivational aspects Upward communication a) tact b) supporting detail c) opinion d) attitude

Know and Write for Your Audience n n How familiar is reader with the

Know and Write for Your Audience n n How familiar is reader with the problem? What expertise does the reader have in this area? What are the reader’s preconceived notions about the topic? What does the reader need to know in order to make a decision?

Practical Writing Advice n n n n n Headings are golden – don’t waste

Practical Writing Advice n n n n n Headings are golden – don’t waste them Visuals sell your message Short is best Talk FACTS, not OPINIONS Use active voice Be direct, say what you mean Highlight – bold, italics, bullets Use white space Be meticulous on spelling, punctuation

The Active Voice – Action Verbs A new campaign was chosen by the brand

The Active Voice – Action Verbs A new campaign was chosen by the brand manager. Sales were affected by the change in advertising.

Simply – Shorter is Better n n n At this point in time Due

Simply – Shorter is Better n n n At this point in time Due to the fact For the purpose of Reached an agreement Take into consideration

Kwichyer yapping and just do it! n n “I might add…” “It should be

Kwichyer yapping and just do it! n n “I might add…” “It should be pointed out…” “It is suggested that…” “It is interesting to note…”

When to Use Memos n n n Confirm a conversation or agreement Persuade others

When to Use Memos n n n Confirm a conversation or agreement Persuade others to take action Describe procedures Announce policies Request information

Organization of Memo Use the Direct order – main idea first “Frame the message”

Organization of Memo Use the Direct order – main idea first “Frame the message” What is the purpose? Why are you sending it to them? What are you going to tell them? What do you expect them to do with the information? n Break main idea into 3 -5 major points n Persuade with evidence n Conclude with a CALL TO ACTION n

Consider How It Looks n n Format Layout Font size/style Number/bullet usage

Consider How It Looks n n Format Layout Font size/style Number/bullet usage

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