Here’s an interesting 10-point checklist to consider BEFORE writing for your ezine, blog, or web pages. It comes from Marketing Profs and is written by Jonathan Kranz for copy writers and marketers, but could also apply to newsletters and blogs.
Before You Write: Your 10-Point Checklist
by Jonathan Kranz
September 20, 2005
1. Gather your proof points. These are all the tangible pieces of physical evidence, such as research statistics, customers satisfied and performance figures that reinforce your promises.
2. Answer, "What do you want readers to do next?" There’s no point in communicating, whether through a Web page or a direct mail piece, if you don’t have a clear idea of what you want prospects to do as a consequence of reading your work. Do you want them to buy something, register for an event, attend a workshop, remember a brand, shop somewhere, order an item, request more information… or something else?
3. Make an offer. Tell customers to do "x" to get "y": That’s an offer.
4. Listen to your customer’s voice.
5. Look for testimonials and endorsements.
6. Maintain brand identity.
7. Focus on one thing.
8. Anticipate objections.
9. Understand your limitations.
10. Set your benchmarks. What are you aiming for? Responses? Sales? More Web visitors? Requests for more information?
In sum: Ready, set… stop. Before you write a single word, make the advanced preparations that make marketing magic possible.
To read the full article, go to MarketingProfs.com.
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