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Effective Business Writing Skills

Effective Business Writing Skills. Tracy Francis Charlie Apple Marketing Services . Aims of the day. Removal of the fear of the blank page Understanding the different types of written communications Strategic approach to writing Review your samples Actions to take forward. About me.

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Effective Business Writing Skills

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  1. Effective Business Writing Skills Tracy Francis Charlie Apple Marketing Services WORKING IN ASSOCIATION WITH

  2. Aims of the day • Removal of the fear of the blank page • Understanding the different types of written communications • Strategic approach to writing • Review your samples • Actions to take forward WORKING IN ASSOCIATION WITH

  3. About me • Over 25 years Marketing experience • MCC has been a major client for 4 years • Work closely with SMEs for 10 years • Full range of marketing services – copywriting, website design, event management, marketing communications WORKING IN ASSOCIATION WITH

  4. About you • Name • Position • Company • Business activity • Why are you here?? WORKING IN ASSOCIATION WITH

  5. Global Rules • Who are you writing to? • What do you want to say? • Define language • Grammar & Spelling (plurals & apostrophes) • Appropriate length of copy • Get the name right WORKING IN ASSOCIATION WITH

  6. Cliches • State of the art • Top of the range • Meet your needs • Leading edge • Tailor made solutions/bespoke solutions • Something for everyone WORKING IN ASSOCIATION WITH

  7. What does good copy do? • Delivers your message clearly • Achieves your objective • Connects with recipient emotionally • Motivates the prospect/customer/buyer • Retains brand integrity WORKING IN ASSOCIATION WITH

  8. Not in isolation Copy is supported by: • Graphics • Branding • Publication, place or source • Surrounding content WORKING IN ASSOCIATION WITH

  9. Types of Copy • Emails • Press releases • Newsletters • Website content • Fliers • Case Studies WORKING IN ASSOCIATION WITH

  10. Planning your copy • Create a template for yourself • Audience • Reason for writing • Key messages • Key phrases (buzzwords, industry jargon) • Call to action WORKING IN ASSOCIATION WITH

  11. Email • Html or text • Appropriate salutation • Keep copy to approx. 3 paragraphs • Include attachments or links instead • Call to action • Email signature WORKING IN ASSOCIATION WITH

  12. Task The following is a REAL email that came to me offering this company’s services. Take 5 minutes to study the email and feedback your findings and opinions. WORKING IN ASSOCIATION WITH

  13. Real Example To whom it may concern my names Mark Williams and I am one of 3 partners’ of DMSdortech LTD who are based in Cowley ,Middlesex, we are a company of 30 years standing and would like to offer our services to you for all your door and gate entry systems.Services we can provide as follows. 24 hours callout for all types of industrial doors and entry systems Architectural Aluminium door and window systems Manual and auto door systems Steel security doors Security bars and grilles Fire door maintenance and renewals Full maintanance  & Planned Preventative Maintenance contracts to suit all needs If any of the above is of interest to you then please call our office on 01895 422 355  FAX 01895 421 221 Mark Williams. WORKING IN ASSOCIATION WITH

  14. Repaired Example Dear Sirs, My name’s Mark Williams and I am one of 3 partners of DMSdortech LTD, which is based in Cowley, Middlesex.  We are a company of 30 years standing and would like to offer our services to you for all your door and gate entry systems.  Services we can provide are as follows: • 24 hours callout for all types of industrial doors and entry systems • Architectural Aluminium door and window systems • Manual and auto door systems • Steel security doors • Security bars and grilles • Fire door maintenance and renewals • Full Maintenance & Planned Preventative Maintenance contracts to suit all needs If any of the above is of interest to you then please call our office on 01895 422 355 or visit our website at www.dmsdortech.com Kind Regards, Mark Williams Partner DMSdortech Ltd. www.dmsdortech.com Tel:  01895 422355 WORKING IN ASSOCIATION WITH

  15. Press Release • Only of interest to ‘press’, no blatant promotion of a product – must be ‘news’ • Who, What, Where, When? • 2 Sides maximum A4 • Opening paragraph summary • More detail follows • Editor’s notes, images, contacts WORKING IN ASSOCIATION WITH

  16. Newsletters • Thinly veiled promotion in disguise • Newsworthy content • Case Study – testimonial • Visually stimulating • Include generic industry news • Calls to action WORKING IN ASSOCIATION WITH

  17. Newsletters (2) • Frequency – monthly • Data protection beware! • Easy subscribe/unsubscribe option WORKING IN ASSOCIATION WITH

  18. Website Content • Crafted specifically for web not print • Keyword heavy (3-8 times per 100 words) • Internal linking within content of all pages • Content is King! • Don’t compromise your message • Short, sharp paragraphs WORKING IN ASSOCIATION WITH

  19. Business Letter • Find a reason for writing – the hook – focus the content around the hook • Never go over one page! • Make the ‘offer’ stand out • Retain your brand integrity • Call to action WORKING IN ASSOCIATION WITH

  20. Case Studies • Win/Win for you and your client • Generates PR in industry and local media • Growing collateral for handouts • Changing content for website • Increases credibility and confidence in you • Improves relations with clients WORKING IN ASSOCIATION WITH

  21. Summary • Define your audience • Plan your message • Plan your key phrases • Decide on your call to action • Let it flow! • Proof read by 3rd party if possible WORKING IN ASSOCIATION WITH

  22. Thank you Tracy Francis Charlie Apple Marketing Services WORKING IN ASSOCIATION WITH

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