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Increase your chances of getting a response

Writing powerful, persuasive communications might sound easy in principle. But I know from experience that when faced with a blank piece of paper, knowing where to start can be a daunting task. What do you tell your audience that will guarantee a response? How will you make them sit up and take action?

You could do a Google search using key words like brand communication, consultancy and responsive advertising - but be prepared for a hundred different results, all giving you their own individual views on the best way to communicate. It really can be a minefield.

But don’t worry. To save you the trials and tribulations of endless searches, here’s the benefit of my 12 year’s experience writing communications that get results.
Of course, if you’re still at loss by the time you’ve read through my nine tips, why not give us a call and we can help you plan your communication strategy?

1. Right on target
   The first, most important rule is making sure you’re communicating with the right people. Your hard work will be wasted if you haven’t got the audience selection right.
2. Put yourself in the shoes of your audience
   Empathise with your audience and they’ll feel like you understand them. Think about how you’d react if you were on the receiving end of your piece of communication. What might your audience want to know? What questions might they have?
3. Be single minded
   Don’t fall into the trap of trying to be too clever. Even the simplest of messages can get lost as a result of trying to impress your audience. Have one clear idea and follow it through from beginning to end.
4. Always be clear on what you’re asking someone to do
   There’s no point writing a great piece of communication if you never actually come to a point. Ask yourself what the desired action should be. Is it asking someone to pick up the phone or perhaps getting your colleagues to adopt a new approach? As long as you’re clear – your audience will know what is expected of them.
5. People buy benefits not features
   Tell people what’s in it for them and you’ll grab their attention much faster. If you’re not sure of the difference between a feature and benefit then think of it this way:
   ‘Brand new pine chair can be folded up’ – This is the feature
   ‘Saves space and can be stowed away – This is the benefit
   So, if you’ve got a new service or system you want to promote, tell your audience things like how much time it will save them or how much easier it will make their lives.
6. Adopt the right tone
   Superfluous and over intellectualised text can frequently fail to prompt the desired conclusion. Or in simple terms – keep the language you use simple. Fussy copy will only confuse your message.
7. Tell them, tell them and tell them again
   If you want your message to stick this simple technique really does work. Tell your audience what you’re going to tell them, tell them and then tell them what you’ve told them.
8. At a glance
       ·     Don’t assume the person you’re talking to has got plenty of time on their hands.
       ·     Make your text easy to scan read with the help of bullet points
       ·     The most important things should STAND OUT
       ·     Give your reader the option to find out more
9. Put a time limit on it
   It’s human nature to put off today what you can do tomorrow. So make sure your communication has got an end date or a deadline on it. This will encourage your audience to act now.

Paul