Remember the Obvious Details!

Posted on: May 12, 2010

How much copy have you written (and read!) for brochures, direct mail, catalogs, ads, and other marketing literature? The online and print worlds are awash in copy looking to grab your attention, hook your interest, create a need, list the benefits you will enjoy by purchasing the touted product and, finally, asking you for your order.

And you snap at the bait and go for it, only to realize … something’s missing.

Companies spend a lot of time and money trying to generate traffic and motivate people to buy their products. They get real creative. Flatter you. Use great visuals. Tell good stories. Pitch great messages. Get you to identify with the product image. So far so good.

But sometimes, when it comes right down to the moment of truth, the writers forget to include basic information that any potential customer absolutely must have. And every so often the editors don’t catch the missing details, either.

The problem is that those missing details can cost your company a sale. They can make the difference between a good customer experience and a bad one.

When you write marketing and sales copy, remember to proofread for the obvious details! Here are some examples:

  • Website and email addresses
  • Phone numbers, including toll-free
  • Company name, logo, street address
  • Directions or map
  • Store hours
  • Branch locations
  • Instructions for placing orders on the website, by email, by phone, or by mail
  • Accepted methods of payment
  • Product prices, guarantees and warranties
  • Shipping and service information

What other obvious details would you include?  Elizabeth Lexleigh  lexpower  The Write Ideas


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