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Marketing Writing
Case Study
Tabitha Martin
Write Start Business Consulting LLC
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Things to consider
when writing to sell
to your customers
Writing for
marketing
purposes
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Writing & Purpose
The purpose of your writing is what has to
drive the decisions about what to write and
how to write i...
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People are
Busy!
They want to know what your
point is right away!
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Writing for Marketing Purposes
 Even if you consider your customers your friends
and family, writing to get them to spe...
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Examples
Before and After
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Original copy from client
I am enclosing 2 water/sewer bills from the City of Akron. These are from 2 properties I
own a...
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Although it is well-written, it’s not
great marketing copy. Here’s why:
And maybe I’m
happy that I’m
supporting EPA
mand...
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Original copy with comments
Par. 2:
Understand that your basic sewer
charge is based on water usage.
The amount of water...
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Original copy with comments
Par. 3:
The City of Akron Water
Department will now allow
residential customers to
add a 2nd...
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Original copy with comments
Par. 4:
The cost to build a new meter manifold,
add the second meter and run lines to
the ou...
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One Solution
Par. 3:
The City of Akron Water Department will now allow
residential customers to add a 2nd water meter to...
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In Practice
The City of Akron water department will now allow residential
customers to add a second water meter to handl...
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Another
Solution
Use Marketing writing
techniques to engage
and speak
conversationally with
your reader
Talk TO us,
not ...
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In Practice
Is your water bill looking high lately?
To reduce their water bill as sewer rates continue to climb, some
of...
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Why it Works
Is your water bill looking high lately?
To reduce their water bill as sewer rates
continue to climb, some o...
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Quick Recap
1. Catch your reader’s attention
with the MAIN IDEA first thing
 Use a question that they can
relate to
3. ...
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Just ask!
www.WriteStartConsulting.com
Want More
Writing
Tips?
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Marketing Writing Case Study - Write Start Business Consulting

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Marketing Writing Case Study - Write Start Business Consulting

  1. 1. + Marketing Writing Case Study Tabitha Martin Write Start Business Consulting LLC
  2. 2. + Things to consider when writing to sell to your customers Writing for marketing purposes
  3. 3. + Writing & Purpose The purpose of your writing is what has to drive the decisions about what to write and how to write it. Purpose & audience dictate things like: Word choice Structure Length
  4. 4. + People are Busy! They want to know what your point is right away!
  5. 5. + Writing for Marketing Purposes  Even if you consider your customers your friends and family, writing to get them to spend their money calls for a different way of writing than just writing a letter.  You are competing with every other attention- grabber in your customers’ lives, which means that every word has to work hard  You can’t assume that your customers know as much as you do about your area of expertise, or that they share your beliefs about everything
  6. 6. +
  7. 7. + Examples Before and After
  8. 8. + Original copy from client I am enclosing 2 water/sewer bills from the City of Akron. These are from 2 properties I own and pay the utility bills. Notice the “Capital Improvements” and “EPA Mandate” charges added to the sewer portion of the bill. 79% of the sewer bill is due to EPA mandates!! Understand that your basic sewer charge is based on water usage. The amount of water that you use which goes down the sewer is what determines the basic sewer bill. The City of Akron Water Department will now allow residential customers to add a 2nd water meter to handle all outside hose faucets. This eliminates a sewer charge on that meter for water usage to sprinkle the lawn or wash the cars, for example. The cost to build a new meter manifold, add the second meter and run lines to the outside faucets has been averaging $750.00-$1,000.00. This all depends on the job circumstances. Totally unfinished basements with full access to piping are the least expensive. The number of outside faucets also affects the cost. Finished basements are the most expensive and may not be worth the investment. It is a long term pay off. Sewer rates are going to continue to rise. It may be worth considering for your home. If you would like me to look at your home, please call and I can schedule an estimate for you.
  9. 9. + Although it is well-written, it’s not great marketing copy. Here’s why: And maybe I’m happy that I’m supporting EPA mandates Par. 1: I am enclosing 2 water/sewer bills from the City of Akron. These are from 2 properties I own and pay the utility bills. Notice the “Capital Improvements” and “EPA Mandate” charges added to the sewer portion of the bill. 79% of the sewer bill is due to EPA mandates!! WHY are you sending me water bills?? Reader is thinking:
  10. 10. + Original copy with comments Par. 2: Understand that your basic sewer charge is based on water usage. The amount of water that you use which goes down the sewer is what determines the basic sewer bill. You still haven’t told me why I should care about how my sewer bill is determined After two paragraphs without finding out the WHY, this is in the trash.
  11. 11. + Original copy with comments Par. 3: The City of Akron Water Department will now allow residential customers to add a 2nd water meter to handle all outside hose faucets. This eliminates a sewer charge on that meter for water usage to sprinkle the lawn or wash the cars, for example. You’ve FINALLY told me about the reason for this letter—in the THIRD paragraph! Even people who may actually be interested in finding about how a second meter will save them money have STOPPED READING.
  12. 12. + Original copy with comments Par. 4: The cost to build a new meter manifold, add the second meter and run lines to the outside faucets has been averaging $750.00-$1,000.00. This all depends on the job circumstances. Totally unfinished basements with full access to piping are the least expensive. The number of outside faucets also affects the cost. Finished basements are the most expensive and may not be worth the investment. These numbers might be put me off, because I can’t be bothered to do the math right now. And if it depends on the circumstances anyway, why even say a number?
  13. 13. + One Solution Par. 3: The City of Akron Water Department will now allow residential customers to add a 2nd water meter to handle all outside hose faucets. This eliminates a sewer charge on that meter for water usage to sprinkle the lawn or wash the cars, for example. This at least puts the most important information FIRST, where it’s more likely to catch your reader’s attention
  14. 14. + In Practice The City of Akron water department will now allow residential customers to add a second water meter to handle all outside hose faucets. This eliminates a sewer charge on that second meter for water usage to sprinkle the lawn or wash the car. Consequently, your bill for your main meter will be less and your second meter will not have a sewer charge. The cost to build a new meter manifold, add the second meter and run lines to the outside faucets has been averaging $750- $1000. This all depends on the job circumstances. This is what Solution #1 looks like (revised):
  15. 15. + Another Solution Use Marketing writing techniques to engage and speak conversationally with your reader Talk TO us, not AT us!
  16. 16. + In Practice Is your water bill looking high lately? To reduce their water bill as sewer rates continue to climb, some of our customers have found that installing a second water meter is a good investment. By installing a second meter, you lower your sewer bill by reducing the amount of water that runs through your main meter (which carries the sewer charge). And your second meter doesn’t have a sewer charge. If your outside water usage is high in the warmer months, from washing cars or sprinkling the lawn for instance, then the investment of installing a second meter will more than pay for itself over time. This is what Solution #2 might look like:
  17. 17. + Why it Works Is your water bill looking high lately? To reduce their water bill as sewer rates continue to climb, some of our customers have found that installing a second water meter is a good investment. By installing a second meter, you lower your sewer bill by reducing the amount of water that runs through your main meter (which carries the sewer charge). And your second meter doesn’t have a sewer charge. If your outside water usage is high in the warmer months, from washing cars or sprinkling the lawn for instance, then the investment of installing a second meter will more than pay for itself over time. By giving a specific instance of how the investment will be worthwhile, I eliminate talking to people who won’t be served by this solution Writing directly to the reader, by using “You” as the subject, engages readers and makes them feel comfortable (instead of being “sold to”) People want to know how other people have solved the same problem Questions catch readers’ attention and gain buy-in quickly
  18. 18. + Quick Recap 1. Catch your reader’s attention with the MAIN IDEA first thing  Use a question that they can relate to 3. Tell me SIMPLY how you will propose to solve my problem (not too many details yet, please)  What’s in it for Me? 2. Tell me how other people have solved this problem  Other customers got relief like this… 4. “Speak” directly to ME, your reader, like I am a person; don’t give me a sales pitch  Don’t talk about yourself!
  19. 19. + Just ask! www.WriteStartConsulting.com Want More Writing Tips?

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