How to Write Irresistible Promotional Pieces that Attract More and Better Clients如何撰写不可抗拒的宣传作品吸引更多和更好的客户

Water into Wine No Water Into 3 times more potent than gasoline. 水变成酒没有水的3倍更有效比汽油。
This article shows how I was thoroughly laughed at by my friends when I told them cars would run on water...本文介绍了如何我是彻底地笑了我的朋友们时，我告诉他们，车将运行在水... but guess who's laughing now.但猜测谁是笑了。

Article source: http://www.authorsden.com/ . 文章来源： http://www.authorsden.com/ 。 Used with author's permission. 用作者的许可。

Whether you're creating a sales letter, a brochure, a newsletter, or any other business promotional piece, you need to write in a way that not only explains your product or service, but that also compels your prospects to contact you.无论您是建立一个销售信，一本小册子，通讯，或任何其他的商业促销一块，你需要写的方式，不仅说明您的产品或服务，但也迫使您的潜在客户与您联系。 A well-written promotional piece entices people to seek out more information, whether it be via a phone call, an e-mail, or an in-person visit.良好的书面宣传片引诱人们寻求更多的信息，无论是通过电话，电子邮件，或亲自访问。 A good promotional piece also showcases your professionalism and your creativity.一个很好的宣传作品还展示了你的敬业精神和您的创造力。

The key word to remember here is "entice."关键的词要记住这里是“诱惑” 。 Your promotional piece should not give every detail - that's your sales department's job.您的促销一件不应该放弃每一个细节-这是您的销售部门的工作。 The promotional piece is merely the introduction.促销仅仅是一块采用。

Unfortunately, many promotional pieces miss the mark.不幸的是，许多促销错过件大关。 Outrageous claims, weak calls to action, and sloppy formatting are the common mistakes that plague most people's writing.蛮横要求，薄弱呼吁采取行动，和泥泞的格式是常见的错误，困扰大多数人的书面答复。 Such errors accomplish only one thing: They destine your promotional piece for the infamous "round file."这类错误只完成了一件事：他们注定作品您的促销为臭名昭著的“轮档。 ” They also show prospects that you're lazy, uncreative, and possibly incapable of delivering quality work.它们还显示前景，你懒惰，有点类似于，可能无法提供高品质的工作。

In order to entice prospects to contact you based on your promotional mailings, you need to keep your writing both lively and factual.为了吸引前景与您联系的基础上您的促销邮件，你需要让您的写作既生动事实。 The following guidelines will help you write promotional pieces that even your toughest prospects can't resist.下列准则将有助于你写的宣传作品，即使你最难的前景无法抗拒。

1. 1 。 Make it readable.使其可读性。

Only use white, off-white, or other soothing paper colors.只有使用白色，灰白色，或其他抚慰了颜色。 If you think using outrageous paper colors, such as neon yellow or fuchsia, will gain attention, think again.如果你认为使用了令人发指的颜色，如霓虹灯黄色或紫红色，将获得注意，再想一想。 Hurting someone's eyes is not the way to gain attention.伤害别人的眼睛没有办法获得重视。 Also, be mindful of the font you choose.此外，考虑到你的字体选择。 Sure, your computer comes with all sorts of innovative fonts, but this is not the time to try them out.当然，您的电脑配备各种创新的字体，但这是没有时间尝试他们。 Stick with a simple font, such as Time New Roman or Arial, in a 10, 11, or 12-point type.坚持一个简单的字体，如时间或新罗马字体，在10 ， 11 ，或12点的类型。 If you have to make your print tiny in order to squeeze everything in your allotted space, then you're saying too much.如果你有，使您的打印小，以挤在您的一切分配空间，然后你说得太多。 As Shakespeare said, "Brevity is the soul of wit."正如莎士比亚说： “简洁是智慧的灵魂。 ” In the case of promotional writing, "Brevity is the showcase of your wits."在宣传文字， “简洁是展示您的智慧。 ”

2. 2 。 Write a headline that gets to the point.收件标题是这样进入了这一点。

You have less than five seconds to impress your prospects to read on.您已不到5秒钟，以使您的潜在客户，以阅读。 And the first thing any prospect reads is the piece's headline.和第一件事内容的任何前景是一块的标题。 So craft a compelling headline that immediately conveys why this information is important to your prospects.因此，制作一个引人注目的标题立即传达这个信息，为什么重要的是您的潜在客户。 The four main headline formulas that work are:四个主要标题公式的工作是：

• How To - The formula is "How to" + verb + product/service/noun + benefit. •如何-该公式是“如何” +动词+产品/服务/名词+受益。

Example: How to Create a Store Promotion that Increases Revenue例如：如何创建一个店铺推广，增加收入

• New - The formula is "New" + product/service + benefit. •新的-该公式是“新” +产品/服务+受益。

Example: New Tax Law Saves You Money例如：新的税收法可以节省您的钱

• Power Verb - The formula is "Power Verb" + product/service + benefit. •电力动词-公式是“电力动词” +产品/服务+受益。

Example: Prepare a Business Plan that Boosts Company Profits例如：编写一个商业计划，提高公司利润

• Free - The formula is "Free" + product/service + benefit. •免费-计算公式为“自由” +产品/服务+受益。

Example: Free Booklet Reveals the Secret to Lowering Your Interest Rate Regardless of the headline formula you choose, avoid sounding like an infomercial or a used-car salesperson.例如：免费的小册子揭示的秘密，以降低您的利息无论标题公式您选择，避免像一个喋喋不休的商业信息或二手车销售。 Since your headline determines if the prospect keeps reading, craft yours wisely.由于您的标题确定是否保留的前景阅读，手工艺您明智的。

3. 3 。 Keep the hype to a minimum.继续宣传到最低限度。

Many people think that in order to solicit interest in their promotional piece they must write something outrageous.许多人认为，以征求他们的兴趣一块宣传他们必须写些令人不能容忍的。 To some degree, this is true.在某种程度上，这是真的。 Saying something outrageous is a great way to generate interest, as people naturally love controversy.无耻的东西说是一个伟大的方式产生兴趣，因为人们热爱自然的争论。 Plus, if you can stir things up, you'll get lots of exposure.另外，如果你能轰动的事情，你会得到大量的暴露。 The thing to remember, however, is that you must be prepared to answer questions and/or prove everything you write.要记住，然而，就是你必须做好准备，回答问题和/或证明一切你写。 So if you want to write something just for sensationalism but can't back it up, don't.因此，如果您想要写一些东西只是为了追求轰动效应，但不能备份，不知道。 You must be able to support everything you print.你必须能够支持一切您打印。

4. 4 。 Go easy on the posturing.围棋轻松的姿态。

While you may produce the best products or offer the most unique services in the world, that is for your prospects to decide.虽然您可能会产生最佳的产品或提供最独特的服务在世界上，这是您的前景来决定。 Every superlative you use in your promotional piece will reduce the prospect's trust in what you say.每一个顶级您使用您的促销将减少一块前景的信任，你说的话。 So instead of telling prospects that your product is "the most extraordinary widget to hit the market" or that your service is "capable of revolutionizing the industry," show your prospects how these claims are possible.因此，不是告诉前景，你的产品是“最特别的部件上市”或你的服务是“能够彻底改变工业” ，展示您的前景如何使这些要求是可能的。 Give the benefits of using the product or service as they pertain to your prospects' lives so they can determine just how extraordinary or revolutionary the product or service really is.请使用效益的产品或服务，因为它们涉及到您的前景的生活使他们能够确定如何非凡的或革命性的产品或服务确实是。

5. 5 。 Evoke images.唤起图像。

As you write, evoke more than one of the five senses.正如你写，唤起一个以上的五感。 Paint a picture with your words so prospects see, hear, smell, taste, and feel what you're describing.涂料的图片与你的话做的前景看，听，嗅觉，味觉，并感受你描述。 Contrary to popular belief, the best promotional writers think in pictures, not words.大家普遍认为的相反，最好的促销作家认为，在图片，而不是言辞。 They see the image they want to convey to their prospects, and that's what they write.他们看到的形象，他们希望转达他们的前景，这就是他们写。 So if you're a candy manufacturer or a florist, for example, write so that your readers smell the candy or the flowers, not just see what they look like.所以，如果你是一个糖果制造商或花店，例如，写，使您的读者闻到糖果或鲜花，而不仅仅是看他们的样子。 If you're in the restaurant business, help your readers taste the food.如果你在餐厅的业务，帮助您的读者口味的食品。 If you're writing about business productivity, help your prospects hear the hustle of productivity and feel the rush of a sales call.如果你写企业生产率，帮助您的前景听到喧闹的生产力和感觉匆忙的销售电话。 Do more than just tell prospects what's going on.不仅仅告诉前景发生了什么事情。

6. 6 。 Always make a compelling call to action.总是作出令人信服的行动呼吁。

What do you want the person reading your sales letter, brochure, or other promotional piece to do?你要什么的人读您的销售信，小册子，或其他促销片该怎么办呢？ Buy your product?购买你的产品？ Call you for more information?打电话给你更多信息吗？ Visit your web site?访问您的网站？ Whatever action you want your prospects to take, state it clearly.无论你想采取行动的前景考虑，国家明确。 Too many promotional pieces ramble on about all the features and benefits of the product, but they never tell the prospects to actually do anything.太多的促销件漫步于所有的功能和优势的产品，但他们从来没有告诉前景实际上做任何事情。 For example, in a sales letter you could write: "Please call our office immediately for more information on how we can help."例如，在销售信你可以写： “请拨打我们的办公室立即更多地了解我们如何提供帮助。 ” A brochure could say: "Order the widget at our special introductory price today."一本小册子可以说： “订购部件上，我们特别介绍今天的价格。 ” In a newsletter you could write: "Visit our web site for more information about our new product line."在通讯你可以写： “请访问我们的网站详细了解我们的新产品线。 ” Tell prospects precisely what you want them to do.告诉前景正是您想要他们做什么。

7. 7 。 Clearly state your contact information.明确指出您的联系信息。

Always let prospects know whom to contact and how to do so.总是让前景知道谁联系，以及如何这样做。 List a name, phone number, and e-mail address prominently on every piece.列表的名称，电话号码和e - mail地址突出的每一块。 Rarely will prospects search for your contact information, so display it prominently at the top and bottom of every page.很少前景将搜索您的联系信息，以便突出显示在顶部和底部的每一页。 Highlight the contact information if it blends in with the text too much.突出的联系信息，如果融合在一起的文字太多。 Remember, the goal is for your prospects to contact you.请记住，我们的目标是为您的潜在客户与您联系。 Make it easy for them to do so.他们更容易这样做。

Make Your Promotional Pieces Work for You使您的促销件为你工作

When your promotional pieces present your information in the most compelling and factual manner, your prospects will find them and your company irresistible.当您的促销件出示您的信息，最有吸引力的和实事求是的方式，你的前景会发现他们和您的公司不可阻挡的。 So as you write future sales letters, brochures, or other promotional pieces, keep these guidelines in mind.所以，你写未来的销售信件，小册子，或其他促销件，使这些准则在心。 When you do, you'll create a promotional piece that delights prospects and makes them eager to do business with you.当你做，你会创造一个促销这一块美味的前景，使他们急于做生意与您联系。 With well-written promotional pieces, you will attract more and better clients to help your business grow.随着写得很好的宣传，您将吸引更多和更好的客户，以帮助您的业务增长。

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