April 2016 Printips

Professional Writing Fundamentals

The time to begin an article is when you have finished it to your satisfaction. By that time you begin to clearly and logically perceive what it is you really want to say. Mark Twain

The ability to write effective copy is an important skill to acquire if you are part of your company or organization’s marketing team. In this issue we will discuss the characteristics of effective copy and reveal some techniques to improve your skills.

Effective marketing copy has an accepted form which is in three parts:

1) a headline or attention-grabbing first sentence

2) the development of the sales pitch

3) a call to action

Whether you are writing a sales letter, ad copy, a brochure, or a direct mail marketing piece, the same three parts will always be present.