Signage Works!
Do you have a brick and mortar location? Can you be seen from the road? Is your sign easy to read? Keep this in mind: A 1-inch letter is easily seen 100 feet away. Use 2-inch letters for 200 feet, and so on.
“But” vs. “However”
The way you use the words “but” and “however” can make a big difference. The word “but” usually precedes a negative thought – “Your product is incredible BUT it’s too expensive.” People block out the compliment because they are ready for a letdown. “However” is a softer transitional word. For instance, “You’re service is great, HOWEVER I’d like to see your customer testimonials before I buy.”
Prevent Mistakes
Wait 24 hours before sending any important information. This includes an important email, direct mail campaign or a brochure to the printer. You are probably too close to the project to see any mistakes. Time away to refresh your perspective can make a huge difference. Or better yet, ask someone else to proof it to reduce any embarrassing mistakes.
Copy writing 101
I’m always surprised at common writing mistakes. Here are a few to avoid:
- Not using a headline or photograph to highlight key points or benefits
- Using too much text – clients will skim information so use bullet points instead
- Excessive use of industry terms especially acronyms
- Puff-speak to make your information sound smarter (my personal pet peeve is the word “utilize” when “use” is the same thing)
- Forgetting your contact information including phone numbers and website address
