There are several aspects to operating a business, the most important being good communication. Businesses of all sizes need to present quotes, send memos, create newsletters, create website content and pamphlets that will elicit new customers, develop workshops and seminars, press kits and so on and on and on. Within all of these different forums, your company needs to retain a strong image with a clear message. The message becomes blurred when the focus is lost.

There are a few tactics that can help you bring clarity to your communication and consistency, which is the key to building on that strong business image you’re continually developing. 

Tactic #1. Write Provocatively
It’s time to use that old K.I.S.S rule - Keep It Short Sailor. People are busy these days. You want to keep the information short and sweat, but interesting. Remember that the focus needs to be on what your company can do for them. they’re not there to read a book.

Using power words are a must, so now would be the time to pull out your thesaurus and your right brain. If you don’t have a thesaurus, go buy one. If you don’t have a right brain, I don’t think there’s much anyone can do for you so go get help with this task.

When writing for your website, if you want to build traffic, research the most popular keywords used by people seeking your type of product or service. If you can manage to put 10% of those words in your copy, you may increase traffic and boost sales. 

Tactic #2. Eye Catching Headlines are your best offense
Your well written ‘how-to’ article won’t get the time of day without that unusual, thought provoking headline. Surveys have shown that an editor spends only 5 seconds, on average, reading a press release. That’s not much time to keep him or her from tossing your Press Kit or Press Release into the trash can. Since the headline gets one or two seconds, now is your chance. Grab ‘em, and grab ‘em good.

Apply this lesson to all of your marketing efforts, and you will find greater success in print advertising, your brochures and even networking endeavours. Where do you Find Good Headline Inspirations?
When you’re picking up your groceries, grab one of those National Enquirer's you’re always looking at by the check-out line.

Their headlines have the following characteristics

• arouse curiosity.
• promise answers to a questions or solutions to a problem.
• are heading with benefits.
• promise to reveal a secret or information that’s hard to find.
• create emotional appeal.
• they force you to stop what you’re doing and read on.

Trick #3. Write a Press Kit First
When you want your business name plastered all over the media  radio, television, newspapers, banners, T-shirts etc... you need a Press Kit. The aim is to gain company recognition on a wider scale for FREE! A good Press Kit shows that you’re media-savvy and that you understand how the game is played. Your respect for Media people with be appreciated and your time in developing this package will not be wasted.

A Press Kit can be a useful marketing tool to potential customers, but you need to keep your focus on the reporters, editors and producers who can make the best use of them. Never forget, this is your opportunity to be portrayed as a specialist in your field before a large audience. When you and your business can be seen in this light, your exposure increases and so does your business.

In short, a Press Kit is:

• It’s a folder containing information that will help reporters write an accurate story.
  It helps reporters save time and improve accuracy.
  Reporters don’t have to spend time on follow-up calls to the source (you) for more information or to double check numerous facts.
  A Press Kits is a necessary marketing tool.

Having articles written by you and published in the appropriate magazines presents you as the specialist in your field. It gives you free advertising, except for the work involved, and people will be more apt to want to call in a real professional, rather than the guy with just the ad. 

Tactic #4. Use the Press Kit to Develop your Website Content
Many of the components of a Press Kit is interchangeable information that can be used effectively for many other uses, namely, your website.

Components of a Press Kit

• cover letter press release -stating next scheduled event
• short business or personal biography photographs
• previous articles - good clear copies testimonials and endorsements
• calendar of events sample question list with answers
• lists of source books interactive presentation on CD
• video demonstrations - VHS or DVD (mpeg) sound files on CD
• product samples website on CD

 
Creating well written articles for potential customers is important. If you do it once for your Press Kit, why go through that same exercise again? You already have all of this information at hand. Using the same content twice, tweaking it for your website, means greater consistency in the messages you’re sending out to the world.
 
Use these four tricks when developing all of your marketing material, write well and you’ll bring new customers right on in.
 

Linda Laforge-Koebel is an advertising professional dedicated to the business success of her clients. To see her portfolio and find more resources visit her at: http://www.CreativeEngineer.com or contact her by email at: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

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