Futurismic

[How to Communicate More Effectively is a series of guest posts from Gareth L Powell. In case you missed 'em, here's part 1, part 2, part 3, part 4, part 5 and part 6.]

As writers, bloggers, editors and publishers, we’re in the business of communication. Over the last week, I’ve outlined one strategy you might use to get your message across to your audience. There are other methods, and I suggest you check out as many as possible, which is why I’ve included a list of reference books at the end of this post.

I hope you’ve enjoyed this guide. Personally, I’ve found the discipline necessary to write good marketing copy has helped me in my creative writing endeavours.

In summary, some final advice for you:

• Know your audience and write for them.
• Start with a killer title that they can’t resist
• Hook them in with the first sentence and don’t let them go.
• Get them emotionally involved as soon as possible. Make it personal. Give them a reason to care.
• Use as many short sentences as possible to create pace.
• Use evocative words that conjure impressions in all five senses – smell, taste, touch, sound, and sight.
• Avoid clichés.
• Use positive, action-packed phrases to make your prose come alive.

In these times of dwindling magazine subscriptions and slumping book sales, we need to use every tool we can in order to attract and retain our readership. If we put a fraction of the care and attention we invest in our creative endeavours into marketing them, I’m sure it’ll do us all the power of good.

Further Reading:

• Scientific Advertising by Claude Hopkins (Free download: http://pge.rastko.net/etext/100010)
• Write To Sell by Andy Maslen
• The Copywriter’s Handbook by Robert W. Bly
• How to Write Sales Letters That Sell by Drayton Bird

[How to Communicate More Effectively is a series of guest posts from Gareth L Powell. In case you missed 'em, here's part 1, part 2, part 3, part 4 and part 5.]

Having got your audience wanting to subscribe to your magazine, read your blog post, or sign up to your email newsletter, you simply have to close the deal.

You have to tell the reader what you want them to do. Would you like them to contact you? Would you like them to support your cause or buy your book? Or simply check out the other posts on your blog? In order to get them to act, you have to tell them exactly what you want them to do, and how to go about doing it. Keep it simple, direct and to-the-point. You’ve got them wanting your product; all you have to do now is to tell them how to get it.

In addition, you should make sure that what you tell them to do is easy and straightforward. It’s no good asking them to fill out an eight page online questionnaire in order to access your site, because they’re unlikely to bother. Instead, make your download available with one click. Allow them to subscribe online to your magazine. If necessary, give them a phone number and an email address for queries. Make it easy for them to contact you (or take the action you want them to) and they will.

For example:

• Order online by March 1st
• Download the new issue FREE by clicking here
• Send your completed order form to this address
• Follow this link to buy “A Guide To Space Monsters” on Amazon

[How to Communicate More Effectively is a series of guest posts from Gareth L Powell. In case you missed 'em, here's part 1, part 2, part 3 and part 4.]

Making your audience want your product is one thing, convincing them to actually put their hands in their pockets is quite another. You have to get over their natural reluctance to buy or act. This can be done in a number of ways, the most common being the testimonial and the product comparison.

Testimonials are short quotes from celebrities or satisfied customers endorsing the product. Including one or more of these helps to reassure the reader that their decision to buy from you or use your service is a wise and sensible decision.

Comparing your product with a more expensive option also helps to encourage the conviction that the decision is correct.

Similarly, if you’re in a position to offer any sort of guarantee (“Your money back if not 100% satisfied) then this is the place to do it.

[How to Communicate More Effectively is a series of guest posts from Gareth L Powell. In case you missed 'em, here's part 1, part 2 and part 3.]

Having shown the reader that your product (magazine subscription, book, story, etc) can do something for them, you need to inspire in them the desire to take the next step.

If you want them to download your podcast or subscribe to your magazine, you have to make them want to do it. You have to make the product look desirable. You have to make them want it. It’s no use having a crappy black and white sketch in your advert, you need an image that reflects what the readers want from a magazine – you need something that looks stylish and professional and good value for money. You have to offer them a discount or throw in something extra.

You have to show them how your product will fit into and enhance their lifestyle – how reading your book will make them the kind person they really want to be.

Some common things to tell people to make them want to buy or use your product include:

• It’s a limited edition
• It’s only available on a first-come-first-served basis
• It’s only available for a short time
• People they respect use the product
• If they don’t buy it, they will lose out
• It’s very easy to obtain
• It’s good value for their time and/or money
• Owning it will prove they have taste and intelligence

[How to Communicate More Effectively is a series of guest posts from Gareth L Powell. In case you missed 'em, here's part 1 and part 2.]

Once you’ve caught your reader’s attention, you have to keep it. If you’re trying to sell them a subscription or get them to download your latest story, you need to get them interested in what you’re offering, or what you have to say. In order to do that, you’re going to have to show them that your product will bring them immediate and tangible benefits. Don’t just list your magazine’s contents and expect them to get excited. Tell them why those contents are so exciting.

For example:

• If you like cutting edge science fiction, you’re in for a real treat this month.
• If you’re buying Christmas presents, our book reviews will help you to separate the turkeys from the crackers.
• Learn how to maximise your book’s chances of being published in this exclusive article from top editor John Smith.
• This is a brand new story from the hotly-tipped young writer, Joel Smidgeon. We predict it will win buckets of awards, and this is your chance to be among the first UK fans to read it.