Whether it is for developing ad space, copy for your brochure or even a script for a radio spot, writing concisely takes pizazz and the right savvy. In fact, ignoring some of the basic rules of marketing prose can get you in trouble. Here are 6 tips to consider when putting pen to paper:

1. Consider who you are addressing. If you try to be everything to everyone, the word will get out but the message will likely be so diluted, it will be hard for your reader/listener to relate. Try segmenting your message(s).
2. Learn that motivation is an emotional thing. Each effort or aspect of your marketing materials need to appeal to the two emotions that motivate most: fear & loss. In other words, what will someone lose by not considering your services now? This is what I like to call the value proposition.
3. Proofread!!! While as simple as this may sound, nothing more can take away from a great marketing piece than something riddled with spelling mistakes or typos. Make sure to put your best foot forward.
4. Pull out the most important aspects of your message and avoid the ''fluff''. Some may say declining attention spans are a sad state of affairs but in truth, it's a statement of fact. The average attention span of most of your customers is unlikely to span much longer than the first few lines of your ad or direct mail piece. If you don't succeed in getting your reader's attention in the first few lines, it is unlikely they will continue to your value proposition.
5. Keep your language simple. Some writers feel the need to prop up their message with fancy or technical jargon. Your reader should not need a Phd to understand your message and the benefit it holds for them. Keep it simple and your customers will appreciate it.
6. Stuck for what to write? What's going on at this moment in the life of your client? Latch your product or service in a creative way with a message that will give creedance.

To keep your message in the minds of the reader, think of your message from their perspective. For example, think of how many times you have heard a catchy jingle on TV or radio? The same effect can be craftly applied to marketing copy by telling a story.

Happy writing!

Mark Buzan is the owner of Action Strategies: http://www.action-strategies.ca, a public affairs & marketing communications consultancy. You can subscribe now to his monthly PR tips newsletter by visiting and dropping down the