Words and Fonts Sell not Graphics

Many businesses in a downturn economy put more effort into marketing their business - from setting strategic marketing plans and ways in which to implement to writing compelling sales messages.

Going forward, successful companies will work hard at selling. However a business owner and the staff can only be in one place at one time. Hence, business owners will spent more time on creating a better looking website, sales flyers and advertising.

A word of warning - words sell not graphics.

Most businesses that I talk to worry about the look and feel of their website, their newsletter, their advert or their brochure. Very few businesses stop and think about what the message is, what they're trying to sell and who they are trying to sell to.

If you are considering updating or creating your brochures, your website or anything else, please consider two pieces of advice

1. Think about the Un-said

2. Font Killers

1. Think about the Un-Said

Anaïs Nin once said that 'the role of a writer is not to say what we all can say, but what we are unable to say.' I really like this quote as it says so much. For a start, less is obviously more so shorten down your copy to the basics - headline, sub-headline, content, call to action. Secondly, think about what questions your customer asks you when you're in front of them and use the answers in your copy. Think also of their behaviour or body-language when you mention a benefit. Only 8% of what we say is said through words. The rest comes from body language and tone. Write about the 'un-saids' - engage your customer with words that describe the 'un-saids', the 92%.

2. Font Killers

It's important to have colours that work and compliment the main design. What's more important is the font type you use. Let me ask you a question - do you use the same font on your letters as you do on your website? Do you know if there is a difference?

If you don't, go and find out. In a nutshell, there are two main types of font - serif and sans serif. Serif fonts such as Times New Roman help guide the eye along the sentence. They have "feet" and "hats" at the top and bottom of their letters.

Sans-Serif fonts such as arial and helvetica have no little feet and hats and are used effectively for headlines as they interrupt the smoothness of moving your eye across a page; they make your eye stop and take note.

It's the complete opposite for online text. San serif text works better online.

There is an art or a science to copy-writing. Make sure if you're moving into this sphere, take my advice. You'll reap the benefits.

Go back to the Achieve Marketing Success January Newsletter or find out more about our services.