avanti printing
26, 2009

An orange woman holding a very large pen.

Promotional materials can be a phenomenal way to promote your business and help improve your company’s local reputation.

However, promotional materials can be a disaster when written incorrectly. Let us look at a sample of poorly written promotional materials to get a better idea of what not to do:

Hello! Thinking about selling your home? I am Kathy Smith and I have 20 years experience selling houses and condos and comercial properties in the Shore Hills neighborhood! I am experienced in getting you youre money fast! Call me at 555-555-5555. I want to sell your home today!!!

Obviously, this is a humorous exaggeration of a poorly written, misspelled promotional flyer. However, it is not all that far off the mark. Plenty of small business owners aren’t Pulitzer quality writers. There is nothing wrong with not being a literary genius; no one ever said that you had to be a grammar whiz to start your own business!

Nonetheless, in putting your best foot forward, it is important that the copy on your promotional materials do your marketing investment justice. You want to enlist the best writer on your staff to help with the copy, and proofreading again and again is essential.  Bringing a professional writer on board can do wonders for your promotional materials. Don’t worry about having to break the bank either. Consider hiring an English or journalism major from the nearby university to write the content for your next promotional effort. Plenty of them will work for a smaller fee, and they will be eager to take on the job to boost their resumes.

Here are some important buzzwords to remember when it comes to assembling excellently written promotional materials:

  • Branding: Branding is an advertising term, used to describe the process of creating a recognizable image through consistent themes and tones in advertising materials. Try to utilize the same writers and designers for all of your promotional materials. A recognizable theme allows customers to more readily remember your company’s name.
  • Copy: Copy is simply a word that refers to the actual text of your promotional or marketing materials. These are the catchphrases that will describe the essence of your company and compel your potential customers to respond to the call of action.
  • Synergy: Synergy is when multiple products are advertised under one campaign. This doesn’t necessarily refer to collaborating with other companies; a good example of synergy would be if a construction company advertised both their roofing and siding services on one flyer. When done well, synergy allows you to effectively promote multiple services or products under the same block of copy, which ultimately helps you to save money.

If you can get these buzzwords down and utilize them to your advantage, your promotional materials will be the talk of the town in your neighborhood.