Home Based Business Network

When you're working on marketing writing for your business, keep in mind that the primary objective is to attract targeted prospects, and deliver them to you already seriously considering buying from you. This is the "Holy Grail" of marketing, and isn't really so complicated or difficult as you might think. Here are some ideas you might consider in doing marketing writing to ensure that prospects want to become clients.

1. You must be crystal clear about your business and communicate that clarity.

Anything about your business that is vague and vaguely communicated will repel prospects. Take the time up front to iron out all the details. Put in the thought, time, and effort to be 100% prepared. This is key.

2. Demonstrate a keen understanding and empathetic appreciation for their circumstances.

Your target market is searching for an answer to a problem you can solve for them. If your marketing writing does not accurately reflect their own situation, you've lost them. They cannot identify. They don't recognize any possibility of value for them. You won't capture their attention long enough for them to learn about and understand your business. You have failed to "hook" their attention.

3. You have to "paint a picture" for your prospects about what they could hope to get out of working with you.

You must be able to put yourself into their shoes and write in a compelling way. You want to arouse intense desire in your prospects to get those results you describe. Obviously, what you detail must be the preferred solution - or an even better one. This is what will ignite that thrill of hope in your prospects. They are able to more easily imagine how their life could be from working with you. They feel a strong drive to know more about your business. They feel compelled to get the details to find out if what you do would work for them or not.

4. Give them all the information they could possibly need to decide to buy.

What services do you offer? How do they work? What can prospects expect? Don't make the mistake of giving only high level summary information. Be sure that you can send interested prospects to a website, or give them a fully detailed written service description. When they request information from you, they're seriously shopping. Don't make them work to learn what they need to know.

Also, don't add extra work to your sales cycle by being the sole repository of information. Deliver to prospects what they want to know when they want to know it. If you do this, you'll create prospects that contact you and are seriously interested in a sales discussion. At that point, they are virtually asking to be closed.

5. When prospects are ready to be closed, you must give them a call to action.

Tell your prospects what the next steps are. Typically, this would be to contact you, sign up for your list, or call or fill out a contact form that asks what they need. When you sell services, prospects will need to talk to you to make their final decision. The exception is when you offer one type of "loss leader" introductory session. Priced right, this could work.

These are the main steps in doing marketing writing that makes prospects want to become your clients. It's not all that hard. They simply need specific information in a specific sequence. Give them what they need.

Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.

To learn about her Robert Middleton style Web Site Tool Kit Writing Package, go to http://www.wowfactorwriting.com/services/web-site-tool-kit-package/

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