PLAN YOUR ROUTE
If you are going on a long journey, there may be many ways of reaching your final destination (both in terms of the route chosen and the method of transport). Your ultimate choice may depend upon factors such as speed, cost and convenience.
Similarly, there are many ways of promoting awareness of your company and/or its products and services. The one you choose will depend upon factors such as:
- The results you are trying to achieve (your aims)
- The budget you have available (the cost)
- The markets you want to reach (your target audience)
Some of the options open to you include:
Short term methods
– Press releases: fairly low cost, wide distribution (however, they may get heavily edited)
– Adverts: higher cost, but you have more control over the final content
– Case studies: for sharing examples of your capabilities with customers in the same sector
– Editorial: research shows that this can be seven times more effective than advertising
– Direct Mail: useful if you want material that is targeted at a specific audience
– Articles: in trade magazines, these help to establish you (and your company’s) credentials
Longer term methods
– Websites: the potential of reaching a worldwide audience for a relatively low cost
– Brochures: a useful overview of your solutions (but make sure they don’t go out of date)
– Newsletters (including e-zines): great for keeping in regular touch with your customers
– Blogs: share your ideas and show your capabilities in an informal way
Most businesses will use a combination of these methods to achieve a range of aims. In the months ahead, I will be providing some general writing tips – as well as some more specific advice that relates to each of the above methods.
Have a Happy Christmas
Phil
Freelance copywriter
Web: www.phila.co.uk
Email: info@phila.co.uk
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