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Another big draw is a "case study". Case studies that describe a real life problem and then offer a convincing solution are being used as very effective marketing tools. An informal survey shows that almost every business professional opens and reads email with "case study" as
subject line.
Benefits First Q: When is it right to not emphasize benefits? A: Never. Enough said.
Be Direct - Make Action Calls Tell your reader what action you expect. If she doesn't know what you want, she can't give it.
One of my friends did a survey to find out why people in Ahmedabad do not donate blood. The result was amazing. 88% of respondents said: I do not donate because nobody asked me to donate.
Don't make same mistake.
Limit yourself Ah! This is one rule I have a lot of trouble with J When writing, less is definitely more. Whatever you do, don't try to cram too many things into one piece of writing. It dilutes your message; leaves reader confused and you almost never achieve your objective.
Instead, make one strong statement. Back it up with 3-4 credible facts. And then, leave it there. Resist temptation to include everything you know.
Having said this, I must end my article here.
Sonali Raval is a corporate communications professional based in India. An Economist and MBA by training, she is a freelance writer by choice. Sonali's writing credits include motivational & soft skills articles, ad copy, speeches, brochures, business proposals, case studies, & web copy. She helps business professionals craft crisp, convincing copy. mailto:sonali@writeratwork.com or visit her at http://www.writeratwork.com
