Free Web Tips > Tips on 'writing' your flyer content
TIPS ON 'WRITING' YOUR FLYER CONTENT.
avoid the mistakes we see every week.
You've heard: "Sell the benefits not the product" right? Well, nearly every flyer or promotional writing you see around you makes this number 1 mistake (amongst many other mistakes) and it's a biggy - the rant about 'features' (not the same thing) or worse still, they rant about 'themselves'.
Another way to think about this is to reverse the well-known S.T.A.R. writing style (Situation Task Action Result) to R.A.T.S. (Results > Actions > Tasks > Situation) - WHY? Your potential prospects are not going to trawl through 'stuff' to find the results - so put the 'results' first!
CONSIDER THIS: If your onlooker is interested in the Results you've taken the time to put first or emphasise, then, they'll likely take the time to read further your Actions (what you do), your Tasks (skills you have), your given Situation (the setting or scenarios your product/service helps).
Another way to think about this is to reverse the well-known S.T.A.R. writing style (Situation Task Action Result) to R.A.T.S. (Results > Actions > Tasks > Situation) - WHY? Your potential prospects are not going to trawl through 'stuff' to find the results - so put the 'results' first!
CONSIDER THIS: If your onlooker is interested in the Results you've taken the time to put first or emphasise, then, they'll likely take the time to read further your Actions (what you do), your Tasks (skills you have), your given Situation (the setting or scenarios your product/service helps).
SOME SALES 'WRITING' RULES TO BEAR IN MIND
![]() Our 'Rule of thumb' guide!
In order of highest impact, your likely biggest sales writing mistakes are:
HOW TO APPLY THE ABOVE - AN EXAMPLE For ease, see how you can apply the above tips to our following sample. SAMPLE - COMMON SALES WRITING... "We offer years of experience at Web Design and Web Marketing for small businesses. With a variety of price packages and spread payment terms. Saving you time, money and costly mistakes you can choose from DIY starter packages, monthly support packages or simply outsource the lot to us." ANALYSIS... 1. Many would think the benefits are: 'years of experience', 'variety of price packages', 'spread payment terms' - actually they are more like features. The only benefits in the above sample are: Saving you time, money and costly mistakes. 2. You'll notice these benefits are hidden in the middle - place them at the front and with emphasis. 3. 3 sentences should be split into 3 separate paragraphs if needs be. 4. Claiming to have years of experience. 5. Does not cater for skim readers - all jumbled. IMPROVED SAMPLE... "Save time, money and costly mistakes - Benefit from our wisdom and experience in a variety of sectors since 1998. Avoid pursuing the wrong direction - We'll advise and lead you on various your opportunities and which to prioritise based on result and easy-wins; from Web Revision to Web Marketing Channels, we advise your Small Business on where your web efforts are going wrong. CONSIDER: Tailored packages ...
There's much more to Sales Writing
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