5 Questions For Writing Better Promotions

Whether you’re working on web copy, a direct mailer, ads or email marketing, taking a minute to answer a few questions before you write will go a long way to sharpening your promotion.

Here are a few key things to consider before writing any promotion:

1.    What’s the point?

Too often people begin writing a promotion and their only direction is “We need an ad.” They don’t think much about what they want that ad to say. Or they think it has to say everything and they try to say too much. And in both cases, it ends up saying nothing much at all.

Pretend you’re telling a friend about the piece you’re working on and he asks, “What’s the point? Sum up what you’re trying to say in one sentence.”

Mac does a great job of this with the Mac/PC ads – there’s usually one key message in each ad.