The process of developing marketing copy often has benefits that go beyond the finished product. The process itself can serve as a potent catalyst for developing clarity on the bigger picture for your product, service or business.
Organizations usually think about new marketing copy when what they have is "broken"—the website is stale, the brochure is outdated, the sell sheets are not consistent with each other—or when introducing a new product or service. It's equally valid to look at your message any time you need greater focus or a "check-up" for your marketing—every six months to a year, depending on how rapidly your company and products or services are changing.
Writing imposes rigor. There's no room for muddling through when you want to present a compelling and effective message.
Marketing writing provides a structured opportunity for clear thinking about what your business or organization offers, and to whom and how it is offered. It's critical to ask yourself the following questions when developing marketing materials, such as a website, brochure, white paper or newsletter.