Writing Should Connect With Readers

     Effective writers connect with their readers. The same concept applies when developing promotional copy. Forging a strong bond -- a connection -- with your customers creates the kind of relationships that are important to a successful business.

     This week, Promotional Consultant Today is exploring the six Cs of writing. Monday and Tuesday we discussed writing that is clear and correct. Today we will discuss connecting with your readers.

     You must remember that customers are smart enough to know a good deal when they see one. This respectful attitude will improve your copy and help solidify your relationships with your customers.

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TOP SHELF TIP NO. 157

"Writing is an exploration. You start from nothing and learn as you go."

E. L. Doctorow, American author and editor

     Promotional copy should never assume any audience sub-category is dumb. You can write right and achieve a connection by respecting your readers:

• Don't be condescending.
• Don't confuse humor with making your customers look foolish.
• Don't dumb-down your language.
• Know your audience.

When you know your audience, it is easier to compose clear, correct copy replete with empathy, and appeal to your targets in the process.

Too, you can be assured you're appealing to what your customers need when you say what you do, rather than what you want to do. Clearly articulating your benefits (those that differentiate you from an army of others selling promotional products) shows your confidence and your strengths -- two key areas necessary when developing a connection.

Eliminate these phrases from your promotional copy:

• Designed to
• Strive to
• Might
• Was developed to

For example: Wrong: Our Executive Line Pens were designed to appeal to CEOs' distinctive tastes. Right: Our designer Executive Line Pens appeal to executives' distinctive tastes.

Your promotional copy will be stronger and more direct, if you remember that your readers are smart -- and if you say what you do. Do this and you will more clearly and correctly connect to your customers' needs.

Source: Roger A. Shapiro is president/creative director at Mitchell Rose, LLC, A Communications Consultancy. He is the author of Write Right, 26 Tips to Improve Your Writing. Dramatically.

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