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Whether it's an article, brochure, letter, website content or just an e-mail, the task of writing marketing materials is daunting for many business owners.

 

Just the thought of putting words on paper (or monitor) is sometimes enough to trigger endless procrastination.

 

If you can relate to this struggle, then try using these 7 steps the next time you sit down to write a marketing piece:

 

Step #1: Determine what your prospects want. Use tools such as Ask.com, Wordtracker Keyword Question Tool and Amazon to determine your target audience's needs. These resources will help you get an idea of your prospects' most pressing questions. (For instructions on how to use these tools, check out my article "How to Cram Your Website with Content Prospects Crave.")

 

Step #2: Write your headline. All marketing pieces need headlines. This essential component introduces prospects to your content and gives them a reason to continue reading. Once you figure out your prospects' needs, address them in your headline. If you're having trouble writing your headline, try following the words "How to" with one or two big benefits (e.g., How to Write Powerful Headlines That Attract Prospects and Get Them to Take Action).

 

Step #3: Express empathy. Your content must demonstrate you understand your prospects' feelings and desires. This single step goes a long way in developing repoire with your readers. One of the easiest ways to write empathy into your marketing piece is by telling a story your prospects can relate to. Other options include admitting a fault/mistake or targeting a common enemy.

 

Step #4: Provide value. Humans are naturally self-centered and really only care about themselves. Use this characteristic to your advantage by giving your prospects valuable information (related to the needs you discovered in Step #1) they won't find anywhere else. Your content should deliver value before you attempt a sale.

 

Step #5: Offer social proof. When you incorporate proof elements such as statistics, success stories, testimonials and guarantees, you validate to your prospects that your product or service can properly address their concerns. You also tap into your prospects' tendancies to react in a similar manner to people who are just like them.

 

Step #6: Include a call to action. You should never assume your prospects know what to do next. That's why it's crucial you always give them a direct command and then explain what occurs after your prospects take that action.

 

Step #7: Communicate more than your competition. Don't limit the length of your marketing piece or the frequency in which you contact your target audience. Give yourself enough space to properly provide value, explain your offer and state your call to action. True prospects will devour everything you write because they crave knowledge that addresses their needs.

 

 

Sincerely,

Tom Trush

 

Get more free articles, videos and expert interviews at http://www.writewaysolutions.com/blog. Also, if you have a copywriting or marketing question you need answered, just click reply and your message will come directly to my personal inbox.

 

P.S. It's F R E E video critique time again. For the next 48 hours, send me any marketing piece and I'll reply back with a 5-minute video review that includes suggestions for boosting prospect responses. Simply send your file or a link to tom@writewaysolutions.com and include "Video Review" in the subject line.