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Marketing Writing Case Study

Marketing WritingCase StudyTabitha MartinWrite Start Business Consulting LLC

+Things to consider when writing to sell to your customers

Writing for marketing purposes+Writing & PurposeThe purpose of your writing is what has to drive the decisions about what to write and how to write it.Purpose & audience dictate things like:Word choiceStructureLength+People are Busy!

They want to know what your point is right away!+Writing for Marketing PurposesEven if you consider your customers your friends and family, writing to get them to spend their money calls for a different way of writing than just writing a letter.You are competing with every other attention-grabber in your customers lives, which means that every word has to work hardYou cant assume that your customers know as much as you do about your area of expertise, or that they share your beliefs about everything

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#1Priority+Examples Before and After+Original copy from clientI am enclosing 2 water/sewer bills from the City of Akron. These are from 2 properties I own and pay the utility bills. Notice the Capital Improvements and EPA Mandate charges added to the sewer portion of the bill. 79% of the sewer bill is due to EPA mandates!!Understand that your basic sewer charge is based on water usage. The amount of water that you use which goes down the sewer is what determines the basic sewer bill.The City of Akron Water Department will now allow residential customers to add a 2nd water meter to handle all outside hose faucets. This eliminates a sewer charge on that meter for water usage to sprinkle the lawn or wash the cars, for example.The cost to build a new meter manifold, add the second meter and run lines to the outside faucets has been averaging $750.00-$1,000.00. This all depends on the job circumstances. Totally unfinished basements with full access to piping are the least expensive. The number of outside faucets also affects the cost. Finished basements are the most expensive and may not be worth the investment.It is a long term pay off. Sewer rates are going to continue to rise. It may be worth considering for your home. If you would like me to look at your home, please call and I can schedule an estimate for you.+Although it is well-written, its not great marketing copy. Heres why:And maybe Im happy that Im supporting EPA mandatesPar. 1:I am enclosing 2 water/sewer bills from the City of Akron. These are from 2 properties I own and pay the utility bills.

Notice the Capital Improvements and EPA Mandate charges added to the sewer portion of the bill. 79% of the sewer bill is due to EPA mandates!!

WHY are you sending me water bills??Reader is thinking:+Original copy with comments Par. 2: Understand that your basic sewer charge is based on water usage. The amount of water that you use which goes down the sewer is what determines the basic sewer bill.

You still havent told me why I should care about how my sewer bill is determinedAfter two paragraphs without finding out the WHY, this is in the trash.+Original copy with commentsPar. 3: The City of Akron Water Department will now allow residential customers to add a 2nd water meter to handle all outside hose faucets. This eliminates a sewer charge on that meter for water usage to sprinkle the lawn or wash the cars, for example.

Youve FINALLY told me about the reason for this letterin the THIRD paragraph!

Even people who may actually be interested in finding about how a second meter will save them money have STOPPED READING.+Original copy with commentsPar. 4: The cost to build a new meter manifold, add the second meter and run lines to the outside faucets has been averaging $750.00-$1,000.00. This all depends on the job circumstances. Totally unfinished basements with full access to piping are the least expensive. The number of outside faucets also affects the cost. Finished basements are the most expensive and may not be worth the investment.

These numbers might be put me off, because I cant be bothered to do the math right now.

And if it depends on the circumstances anyway, why even say a number?+One SolutionMove Par3 to the beginningPar. 3: The City of Akron Water Department will now allow residential customers to add a 2nd water meter to handle all outside hose faucets. This eliminates a sewer charge on that meter for water usage to sprinkle the lawn or wash the cars, for example.

This at least puts the most important information FIRST, where its more likely to catch your readers attention+In PracticeThe City of Akron water department will now allow residential customers to add a second water meter to handle all outside hose faucets. This eliminates a sewer charge on that second meter for water usage to sprinkle the lawn or wash the car.Consequently, your bill for your main meter will be less and your second meter will not have a sewer charge.The cost to build a new meter manifold, add the second meter and run lines to the outside faucets has been averaging $750-$1000. This all depends on the job circumstances.This is what Solution #1 looks like (revised):+Another Solution

Use Marketing writing techniques to engage and speak conversationally with your readerTalk TO us,not AT us!+In PracticeIs your water bill looking high lately?To reduce their water bill as sewer rates continue to climb, some of our customers have found that installing a second water meter is a good investment. By installing a second meter, you lower your sewer bill by reducing the amount of water that runs through your main meter (which carries the sewer charge). And your second meter doesnt have a sewer charge. If your outside water usage is high in the warmer months, from washing cars or sprinkling the lawn for instance, then the investment of installing a second meter will more than pay for itself over time.

This is what Solution #2 might look like:+Why it WorksIs your water bill looking high lately?To reduce their water bill as sewer rates continue to climb, some of our customers have found that installing a second water meter is a good investment. By installing a second meter, you lower your sewer bill by reducing the amount of water that runs through your main meter (which carries the sewer charge). And your second meter doesnt have a sewer charge. If your outside water usage is high in the warmer months, from washing cars or sprinkling the lawn for instance, then the investment of installing a second meter will more than pay for itself over time.

By giving a specific instance of how the investment will be worthwhile, I eliminate talking to people who wont be served by this solution

Writing directly to the reader, by using You as the subject, engages readers and makes them feel comfortable (instead of being sold to)

People want to know how other people have solved the same problem

Questions catch readers attention and gain buy-in quickly

+Quick RecapCatch your readers attention with the MAIN IDEA first thing

Use a question that they can relate toTell me SIMPLY how you will propose to solve my problem (not too many details yet, please)

Whats in it for Me?Tell me how other people have solved this problem

Other customers got relief like thisSpeak directly to ME, your reader, like I am a person; dont give me a sales pitch

Dont talk about yourself!+Just ask! www.WriteStartConsulting.com

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