Putting Your Best Foot Forward 5-point checklist for evaluating written materials

May is International Business Image Improvement Month. Improve your company's image by updating your marketing materials.

"You never get a second chance to make a first impression" so the saying goes, and this is especially true when your initial point of contact is on paper. Corporate pieces such as brochures, sales letters and press releases tell readers a lot about a company-what is your material telling your prospects and clients about you?

"Many business owners underestimate the effect poorly written materials can have on sales," says Chris Recklies of Professional Writing Services. "If your message isn't clear, if content isn't slanted toward the target market, or if your finished piece suffers from grammatical and spelling errors, you run the risk of creating a negative first impression."
The following are some common mistakes companies make.

1. Insufficient marketing materials-When a call comes in for information about products and services, are you ready to respond? Annual reports, brochures, news releases, direct mail pieces and trade show packages are some of the components of a successful marketing strategy.

2. Outdated information-Sad but true, many companies release information with incorrect area codes, names of personnel who have left the company, incorrect Web or e-mail addresses or product lists that haven't been updated. Avoid these errors by evaluating your communications materials on a regular basis, with new copy written to reflect changes in business offerings and practices.

3. "More sizzle than steak"-A common flaw (both in written materials and on Web sites), it means that more attention was focused on graphics and design rather than actual content. No matter how catchy the words or how creative the graphic, if your message isn't clear, you've lost an opportunity to communicate.

4. "Spotlighting features, not benefits"-Your marketing materials highlight the latest technology used in your widgets. Fine, except they don't pass the "WIIFM" ("What's in it for me?") test. Readers don't care about the product's features-only what it will do for them: save time, save money or increase sales. Emphasize benefits and your sales will increase.

5. "One-size-fits-all approach"-Do you adjust your content to reflect the interest of a specific target market, or do you send the same letter to everyone on your mailing list? Successful sales copy starts with a clear understanding of the recipient's preferences and background, then focuses the message accordingly.

If your materials have passed this evaluation with flying colors, congratulations! You're on the right track for communicating with your market.

But if improvement is needed, don't make another mistake by having untrained staff people handle revisions. This will cost you time and money in the long run. A wiser choice is to rely on expert writers who are experienced in creating copy that connects with your audience.

Polish your company image and outshine the competition by improving your marketing materials. Your bottom line will
reflect the change!

About Professional Writing Services
Specialists in converting ideas to words, Professional Writing Services has been providing writing and editing services since 1995 to corporations and nonprofit organizations nationwide. For more information, please call 330-793-3675 or visit online at www.writing-pro.com.

###