EFFECTIVE WRITING How to Write Effective Marketing Communications
Readings – 3 Articles What lessons did you get out of the reading?
Readability • Appropriate content • Sentence structure • Active voice • Transitions • Appropriate language • Frame (purpose and direction) • Clear communication
CORRECTNESS • Grammar and punctuation • Format, appearance • Coherence - sentences should be smooth and coherent with grammatical and logical construction - paragraphs should develop a logical progression of ideas
APPROPRIATENESS • Downward communication a) diplomacy b) clarification of desires c) motivational aspects • Upward communication a) tact b) supporting detail c) opinion d) attitude
Know and Write for Your Audience • How familiar is reader with the problem? • What expertise does the reader have in this area? • What are the reader’s preconceived notions about the topic? • What does the reader need to know in order to make a decision?
Practical Writing Advice • Headings are golden – don’t waste them • Visuals sell your message • Short is best • Talk FACTS, not OPINIONS • Use active voice • Be direct, say what you mean • Highlight – bold, italics, bullets • Use white space • Be meticulous on spelling, punctuation
The Active Voice – Action Verbs A new campaign was chosen by the brand manager. Sales were affected by the change in advertising.
Simply – Shorter is Better • At this point in time • Due to the fact • For the purpose of • Reached an agreement • Take into consideration
Kwichyer yapping and just do it! • “I might add…” • “It should be pointed out…” • “It is suggested that…” • “It is interesting to note…”
When to Use Memos • Confirm a conversation or agreement • Persuade others to take action • Describe procedures • Announce policies • Request information
Organization of Memo • Use the Direct order – main idea first “Frame the message” What is the purpose? Why are you sending it to them? What are you going to tell them? What do you expect them to do with the information? • Break main idea into 3-5 major points • Persuade with evidence • Conclude with a CALL TO ACTION
Consider How It Looks • Format • Layout • Font size/style • Number/bullet usage