Marketing Writing - How to Maximize Its Effectiveness

Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. His business helps other business’s increase exposure on the Internet, resulting in increased leads, sales, profits, and ROI and build business’s a content-rich web presence, apply Internet marketing techniques, and utilize blog and social media technologies.

I have used some of his own experience to help me understand what Marketing means and what content a piece of writing needs to include to be successful and classed as Marketing.
I have learnt that the best writing is always clear and to the point, imparting to the reader exactly what he/she needs to learn. This is especially the case with marketing writing, and in particular, Inbound Marketing writing, because the end result is whether the reader agrees to buy the product or service or just read the statement/article based on what is presented in the writing.
In short, if the potential customers are not enticed by what they read, they will not become customers at all. The following are tips on how to maximize the effectiveness of the marketing writing.

Make the readers see value in your headline statement
The most impactful headline is one that makes the readers give it value and so creates interest in pursuing it further. Good marketing doesn't lecture, it converses. One of the best ways to do this is to pose the headline as a question, which engages the readers as they read. In the course of the marketing piece, subtly direct the readers to a viable answer proposed in the initial statement, an answer that they will be willing to pay for. In sum, always consider the impact of making a statement versus asking a leading question.

Keep the language simple and direct
Buzzwords and jargon can turn people off. Always try to speak plainly about what you are marketing. If some technical vocabulary is necessary, make sure that the terms are explained and examples are given. No matter how sophisticated the readers are, they will become impatient with text that does not get to the core message quickly and efficiently.

So now that I have done some research on marketing I feel confident to try marketing some writing. I will probably start with marketing myself.

Michael Cohn
http://bx.businessweek.com/profile/michael-cohn/mcohn283/