Tips for Writing More Effective Industrial Copy

Below are 10 time-tested tips for writing industrial copy that sells. Apply them to your next ad, mailer, or catalog, and watch the reply cards come pouring in.

Be technically accurate.
Industrial marketers sell systems to solve specific problems. Copy must accurately describe what the product can and cannot do.

Being accurate means being truthful. Industrial buyers are among the most sophisticated of audiences. Technical know-how is their forte, and they'll be likely to spot any exaggerations, omissions, or “white lies" you make.

Being accurate also means being specific. Writing that a piece of equipment "can handle your toughest injection molding jobs" is vague and meaningless to a technician; but saying that the machine "can handle pressures of up to 12,000 pounds" is honest, concrete, and useful.

Writing Articles That Get Read

Alexandria Brown, president of AKB Marketing Communications, provides us with seven formulas to use while writing articles in order to make sure they get read!

A key point she uses is making sure there is an angle. It’s making the ordinary seem extraordinary by showing how new developments in manufacturing a product puts it above all others. It can be features, or benefits, or even both!

Use any of the seven below that fits what you need to write about.

1. The How-To
   People always want to learn how to do something and that means the self-help genre of writing will never go away! If you have a special interest and are an expert at it, consider writing an article along with other resource links that readers can go to.

8-Step Formula for Writing Long Sales Copy

There is never a real guarantee that the copy will do everything it is meant to do and that can stem from outside factors you have no control over, such as the economy, the timing for the product or service, or any other number of factors. If you do your part in the beginning, then from this point on, it is a matter of testing the market to see what happens. Sometimes, you will need to rewrite parts of the piece and retest the send out. It helps when the client acts as a partner and keeps you informed on the results during the course of the marketing campaign.

Here is a list of guide on writing long sales copy:

1. To begin gathering information, provide the client with a questionnaire that will provide information about the business and the product or service.
   
2. After analyzing the questionnaire, you can ask more questions to fill out areas and also start doing research on the project. Start your basic copy in some kind of plain text editor where you can easily arrange and rearrange information as it comes in. You can also save active links there too.

The 7-Step Formula for Writing Powerful Articles in Less Than an Hour

Who says writing can be that difficult? All you need is some simple guideline for you to start coming up with powerful articles in a lesser time. Below is the simple steps for writing powerful articles in  less than an hour.

1. Know and target your audience.
   Do your research and those who are most interested in hearing what you have to say.
   
2. Use a headline that grabs the readers immediately.
   A good way to grab your readers is to state the benefits of using your product or service.
   
3. Make your case by showing how this will work for the readers.
   While you don’t say everything here, you can support what you are telling them by offering facts and results.