How Good Writing Can Improve Your Sales
By Sandra K. Williams ©1997
One of your biggest concerns as a small business owner is sales. If you don’t have sales, you don’t have a business.
You know already how valuable press releases can be in creating awareness of your business. Your competitors also understand the effectiveness of publicity. Improve the chance of your press release being selected for publication; send a concise, well-written press release that highlights news the newspaper’s audience can use.
Knowing the importance of keeping your name in front of your customers, you might already have a company newsletter. By including interesting, informative articles, you increase the likelihood that your newsletter will not only escape the wastebasket but also be shared with prospective customers.
Have you ever had potential buyers ask for written information? Perhaps you leave behind a brochure after sales presentations. Persuasive copywriting that emphasizes the benefits only your company provides can sell your products or services when you can’t be there in person.
Crisp, clear writing can improve your sales not only by promoting your business through press releases, newsletters, and brochures but also through advertising and direct mail.
Famous advertiser David Ogilvy wrote, “Advertising is a business of words.” If you’re positive you have the skills to craft an advertisement that will successfully compete with the other 20 on the page, go ahead. Remember your readers will judge the quality of your product or service by the quality of your ad. Would-be customers who spot spelling and grammar errors will wonder if your products also contain mistakes.
You should take the same care with your direct mailings. Mail and telephone orders using Visa credit cards increased 20 percent since 1996; if you haven’t started a direct mail program yet you should consider direct mail’s viability for your business. With direct mail your small business can compete head-to-head with the big guys.
Because direct mail eliminates initial face-to-face contact, you must write well to impress your prospective customers with your sincerity and pride in your product or service as well as the must-have benefits you offer. Your direct mail letter gives your readers their first impression of your company; misspelled words and poor grammar suggest you offer shoddy goods or second-rate services.
The start of a new year is a great time to review your marketing plan. As you consider ways to increase or maintain sales, keep in mind you can improve your sales with good writing by:
- Making sure your press releases tell a story worth publishing
- Reminding your customers of your expertise with a newsletter
- Using a brochure as sales support
- Building advertisements that make readers respond
- Starting a direct mail program
Published in the River City Small Business News