One of the most contentious issues in marketing today is the issue of privacy, especially in regards to data-gathering. A recent Pew Poll showed significant across-the-board concerns about the amount of private information that’s getting into the hands of business, and this is undoubtedly affecting customers’ attitudes towards the companies they deal with.
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In virtually any direct marketing materials, the written copy itself is the bedrock upon which everything else rests. While it’s nice to have eye-catching graphics, charts, photographs, or other embellishment, the copy is what’s going to truly determine whether your marketing materials are effective.
So today, let’s get back to the basics: How to write effective marketing materials. Some of this may sound familiar, since the basics of copy have been known at least as far back as the “Mad Men” era, but it’s still good to remember that many of those techniques are still totally relevant today.