Copy Writing Archives - Convertible Solutions

Sales Literature That Sells

sales literatureSales literature is some of the most important content your business creates. It stands in for you when you’re not around, carrying your brand identity and reputation to the marketplace. It plays a crucial role in your business and needs to be planned out carefully.

The first place to start when creating sales literature is what you’re going to say. Keep your content focused and on point. It’s tempting to overload your documents with every capability and feature you offer, but this can overwhelm and disengage someone who is just learning about you. As they move through the sales funnel, you can introduce them to more information moves them toward converting. At this stage, however, the content should be intriguing and the call to action persuasive enough to inspire the reader to learn more.

Once you have your copy set, the next step is the design of your sales literature. You have just a fraction of a second for someone to decide whether or not they’ll pay attention to your piece. Your design must grab people by the eyeballs and refuse to let them go. Focus on a few tidbits that are important for your audience to know. Awards your business has won recently or facts that will motivate them to action (e.g. 9/10 customers rate our rug cleaning service as heavenly). If your content is the meat and potatoes, your design is the plate presentation. And as anyone on Food Network will tell you, we eat with our eyes first.

Whatever your create, be sure that it fits in with your overall marketing plan. Is the objective to drive new sales, cross-sell to existing customers, or communicate better with your stakeholders? The appropriate format (postcard, circular, product data sheet, package insert, newsletter) will naturally follow. Combinations of different elements—paper types, colors, repetition—can produce powerful subliminal effects, so it is important that you work with a professional designer. Be sure you also consider portability. An oversized piece might gain attention, but what will make someone pick up your piece and take it with them and then pass it along to others?

Even the best sales literature isn’t going to close the sale by itself. What it will do is provide outstanding sales support, reinforce your message, and stay behind as your brand messenger. So pay attention to your sales literature and give it the attention it deserves.

Effective Marketing Copy Made Easy

marketing copyWhether you are writing marketing copy for direct mail, email, signage, or any other type of material, a few simple guidelines will increase your ability to grab your audience’s attention and communicate your message more effectively. Here are some fundamental principles of writing great marketing copy that will help you command attention:

  1. Be Creative – It’s easy to say the same thing in the same way all the time. It’s also a terrific way to bore your audience to death. You have a fraction of a second to grab someone’s attention so don’t waste it with the same copy your company has used since dinosaurs roamed the earth.
  2. What’s In It For Me – Cute and clever doesn’t get you anywhere by itself. You still need to convince customers your product or service has a benefit for them. Many marketers forget this, doing the bare minimum to achieve the sale. Make your audience so excited to spend money with you that you have a line outside your door or your website crash from too much traffic. That’s your goal.
  3. Be Concise – Being clever and clearly stating what’s in it for the customer is important. So is being brief. Time is our most precious commodity, so don’t use more time than necessary to communicate your message.
  4. Build Trust – If you betray your customer’s trust, you won’t be in business very long. Use your marketing copy to build a strong relationship with your audience and you’ll set your business up for years to come.
  5. Hire A Professional – Make sure your copy meets professional standards. Someone who is “good at grammar” isn’t sufficient. When it comes to marketing copy, there are rules for punctuation, capitalization, and usage that only professionals know.

Of course, there are other elements to great print marketing, as well. Good layout. Interesting graphics. Compelling offer. But great copy ties it all together. Need some tips? We’re happy to talk with you about that and more.

Are You Designing for Visual Impairment?

When we think about selecting a font for a print marketing piece, we tend to think about the creative aspects of 12071493185_aff71ea381_bthe selection. Does it match the branding? Will it convey the right message (strength, creativity, whimsy) to the target audience? But there are some practical issues that need to be considered as well.

These relate to readability.

Not everyone in your target audience has the same level of vision. Older members might be facing issues like cataracts, macular degeneration, or glaucoma. Even younger consumers may have untreated amblyopia or eye teaming. These visual issues make reading challenging. If your audience has trouble just reading the words, the larger marketing message will get lost.

According to the American Foundation for the Blind, when choosing a font, here are some specific things to consider for target audiences (or portions of those audiences) who might be facing vision issues:

  • Font type: Use easily recognizable characters in fonts such as standard Roman or Arial. Avoid decorative fonts.
  • Font size: Increase the font size to make it easier to read. This is especially important for in-store displays, signage, and other materials that may be read from a distance.
  • Serif vs. sans serif: For maximum readability, use a sans serif typeface.
  • Bold it: When possible, use bold type because the thickness of the letters makes the print more legible.
  • Contrast: Choose colors and type styles that contrast from their background. The more contrast, the easier the font is to read.

You may want to avoid using italics or all capital letters. Both make it more difficult to differentiate letters. If you are going to a general audience, it might be worth segmenting out specific age groups or other demographics and including font selection and sizing as part of the customization.

Need help selecting the right font for your audience or to segment your projects to get the right match between the two? Let us help.

Does Your Marketing Content Sound Human?

HumanWhether you are writing text for direct mail, email, blog posts, or any other type of marketing material, ask yourself, “Does my content sound human? Does it sound like something a person might actually want to read?”

When competition is fierce, it’s tempting to throw in every feature and benefit to make your positioning clear. But readers are still people first. You have to catch their attention and draw them in. You won’t do that with copy that reads like a spec sheet.

Effective marketing copy should sound human, and it should speak to real needs, priorities, and challenges. It should sound like it’s written by a real person for a real person.

When it comes time to write your next direct mail piece or e-newsletter, keep the following in mind:

Use natural language.

Instead of “Helps you optimize efficiency and maximize organizational control,” say “Helps you get done faster—and done right.”

Use humor.

Target audiences don’t have a sense of humor. People do. If you’re a car dealer promoting the newest models, rather than talking about trim options and leather interiors, try something like, “Your new car will look so good that you’ll have to remodel your garage!”

Speak to personalities, not demographics.

As blogging expert Jeff Bullas has written, “Demographics have ages, an assigned gender and even a college degree. [People] have personalities, they have fears, wants and passions.”

Next time you sit down to write marketing copy, be real. Be relatable, and you’ll find yourself with an audience that is more highly engaged.


3 Ways to Use Psychology to Boost Results Today

Head Gear



Studies have shown that simple techniques related to human behavior can boost the results of marketing campaigns significantly. Here are three techniques that are particularly simple and easy to implement.



1. Set minimums.

Set a minimum purchase or, if you’re fundraising, a minimum donation. In research done for the American Cancer Society, Robert Cialdini found that, by adding a minimum to the call to action increased donations by 78%.

2. Use the power of labels.

People tend to be become who they are labeled to be. If you label someone a “power donor,”or if you’re a bakery, a “strudel lover,” for example, recipients tend to see themselves this way and act accordingly. This is supported by a behavioral study examining voting patterns. Researchers found that people randomly labeled as “politically active” were 15% more likely to vote.

3. Make it urgent.

It’s easy to delay making a purchase, so reduce attrition by adding deadlines to motivate your audience to action. “Three days only!” is more powerful than “Act now!”

It might be hard to comprehend how such simple wording changes could pay such huge dividends, but repeatedly, the studies show that they do.


Based on data drawn from “10 Ways to Increase Conversions Using Psychology [Infographic]” from HelpScout.

Keep the Conversation Interesting

Bored Man


Have you ever gotten stuck on a train, an airplane, or a long car ride with someone who is incredibly talkative but also incredibly boring? You might be unable to think anything but, “Are we there yet?” You don’t want this to be the way your customers think about you! Print marketing doesn’t have to be dull. When developing copy for communications such as postcards, mailers, and customer newsletters, think beyond the product promotion.


Mix up the writing style to capture interest and create engagement. Sure, you are trying to sell products and services, but you’re also trying to deepen customer relationships and reinforce brand image.

So break out of the mold when it comes to content. Mix humor, education, shock value, social conscience, and unique content into your print marketing and watch your customer engagement soar.

5 Styles of Marketing Content You Can Use in Your Promotional Mix:


Create content that is truly unique—content readers won’t get anywhere else. Angry Orchard, an adult beverage company, did this when it added QR Codes to its packaging that takes customers to an animated Talking Tree app. There they can select a tree (complete with eyes, nose, and mouth), be asked a question, and after typing in the answers, the tree will speak it back to them in hilarious accents. Each tree represents a different product line, and as customers access the app over and over again, it reinforces brand awareness and exposes them to different products they might not have been previously aware of.


In addition to breaking up the “same old, same old,” humor increases retention. It’s why brand marketers use it so often. Alka-Seltzer wins smiles with its print ad of a man, bleary-eyed and hair a mess, trying to wash dishes with a kitten instead of a cloth, with the tagline, “Hangover is dangerous.” So does Bose with its ad for its noise-reducing headphones, showing a man jamming to tunes as he pulls the oars on a rowboat, blissfully unaware that he’s about to back himself over Niagara Falls.


Shock value can grab attention and increase retention, as well, but it has to be handled carefully. One milk company has gotten some attention for printing the back of its delivery trucks with, “In case of accident, bring cookies. Lots and lots of cookies.” Not only does shock value capture attention, it’s a great way to get people talking about you.


Most consumers want to think of themselves as good neighbors. Content that reflects brand marketers as environmentally sensitive, good global citizens, and concerned about social issues creates positive brand image and brand association.


This is straight talk on products and services that most marketers are familiar with. This includes case studies, customer testimonials, and tips and tricks.

Imagine the Paperbilities® and discover new ideas for your next stellar print project. Our customers share creative samples and ideas to get your mind moving away from that blank screen or page and into an outstanding finished product. For your viewing pleasure -- Enjoy!


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