Are you writing or editing your website copy? Are you looking at doing some press releases? Be thorough.
Marketing your business means being able to think like a customer. When they click on your website, or read your blog, article, or press release, what is it that they really want to know?
You have to be a reporter. You have to be thorough, and give your readers the answers to the who, what, when, where, and why. If they’re reading your marketing materials, chances are it is to glean and make some sort of decision. It’s best to provide what they’re looking for.
Here’s a hypothetical web copy example:
Joe’s Landscaping (who) offers custom back yard landscaping designs (what) during the summer months (when), in the greater Chicagoland area (where). Our customers deserve beautiful back yards, to enjoy the outdoors (why).
Obviously there will be more info about the specific services offered, and the business in general. Just from these two sentences, however, Joe’s customers will have a better idea of what to expect.
If you’re writing a press release, it’s imperative to include all the details regarding the event, or news item.
Hypothetic example:
Want to enjoy the outdoors and the comforts of your home at the same time (why)? Joe’s Landscaping (who) is hosting a back yard landscaping convention (what) at the Chicago Convention Center (where) on Aug. 30 (when).
Obviously the release will include more detail, but this short excerpt tells customers much of what they need to know.
Don’t leave that imperative information out. Your customers expect detail. The more that you can give them, in the least amount of space, the better.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
