MARKETING COLLATERAL COPYWRITER

What is a Marketing Collateral?

Marketing Collateral is a vehicle that a company uses to communicate with its target audience - usually to endorse their product or service. These sales aids are intended to make the sales effort more effective and result-oriented. Common examples of marketing collaterals include sales brochures, posters and signs, visual aids used in sales presentations, sales script, demonstrations scripts, product data sheets and product white papers. If advertising brings in customers, efficient marketing collaterals help retain them.

 

Creating Winning Marketing Collaterals

• Key Differentiates: Define the product/ service and also highlight how this particular idea is different from the others available in the market. The target customers need to know why the product being marketed is what they need, and there is no easier way to do it than touch on the pain points that the product eases.
• Defining Features: Effective marketing materials define the nature of the product and enumerate all the features that would be of interest to the prospective customers.
• Target Audience: Every collateral needs a strong research background. Demographic study of the prospective customers is a must. Always keep the target audience in mind. The main aim of writing is to be read.
• Effective Marketing Collateral: A marketing collateral needs to be uncluttered, persuasive and involving. The content should have consistence and a smooth flow to it, in order to avoid being confusing and monotonous to the reader.
• Corporate Identity: Stress should be laid on the corporate identity, but avoid being too overbearing about it. The product should have its own voice, which needs to be convincing and attractive.

Brochure Copywriting

There can be only some guidelines to lay down the foundation of a brochure but imagination and innovation are the two important ingredients of brochure. Letting your imagination fly has its own risk. But taking risks in advertisement can bring great rewards or sometimes expensive failures.
The basic elements of brochure copywriting are:

• The Headline: Meant to grab attention.
• The Sub Heading: Reinforces the heading
• Illustration Or a Photo: Visual aid always has its own magic
• The Body: If the headline is grabbing enough then the reader needs to have a substantial first paragraph which will keep him reading.
• Final Paragraph: Should be compelling enough to make the reader take action.
• Company logo
• Contact information

Mailer Copywriting

There is a fine line between a mailer landing in the inbox, or being immediately shifted to the junk folder. This fine line is defined by the content quality of the mailer. The modus operandi is creating a mailer that catches attention and also holds it. A mailer with strong content has the potential to make the customer ask for more, and every body knows that a curious customer is a prospective customer. For the content of the mailer to have a voice, it should be crisp and target audience-oriented.
Here are some guidelines to create an effective mailer.

• Make the "call to action" compelling and bold on the front panel
• Announce news
• Use bullets to highlight important points
• Use captions along with photos, caricatures or illustrations
• List the names of the companies who use the products
• Include testimonials
• Stress on product security and include a guarantee
• Add a bonus offer to obtain fast response

Newsletter Copywriting
"Out Of Sight, Out Of Mind" is an adage which is proven daily in the business world.
Newsletter Copywriting keeps the product in the mind of the customer, even the ones the producer may not see everyday.

A newsletter does not only helps companies brand their products/services, but also let the user keep abreast with the news. Newsletter copy is written with the dual objective of branding the company and brining the latest news to the customer.

 

Press Release Copywriting
Press release is a public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of the latest product/ business development. It is essentially aimed at promoting the idea behind a business.

Unlike other tools of advertisement, press release should be extremely brief and concise, giving all the relevant information about the product and the producer. Before writing a press release, adequate demographic research of the target population of consumers is a must as all is lost, if the reader doesn't understand or appreciate the content. Product information apart, contact information is a vital part of a press release. The consumer should know where to contact in case he/she finds the product appealing.

A press release should have the following structure to make a bigger impact:

• Title: gives information regarding the subject of the content. Should be catchy and interesting
• Contact information: include phone numbers, fax numbers, email address, website address.
• Body: the content of the body is aimed to elaborate on the title.
• Summary: in short conclude the essence of the entire document here. With the summary, the press release comes a full circle.
  

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