Whether you are sending a marketing letter to your entire database or a single person, make sure your message has a point. What action do you want the reader to take? I've read plenty of marketing letters that expound for paragraphs about how great the company is and all they can do for me. But they never ask for the sale.
People sometimes get so wrapped up in the writing process that they forget that their primary purpose is to cause the reader to do something: call, click on the link, attend a seminar, etc.
Be specific. Tell your readers what you expect of them. Don't make them guess.
If you're not sure whether you're making your point well enough, hire a professional writer. You want to make a good impression each time your marketing materials reach your prospects. With opt-out functions, there might not be a next time.
Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.”
Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.”
An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”
