1: Defining objectives

OK, so you’ve decided to have a go at writing your own copy. Good for you!
But before you put pen to paper, you need to do a bit of thinking: what are you hoping to achieve?

Hoping to generate new custom?
If so, you’ll need to explain a bit about your company: what you do, who your product or service is for and what’s so good about you compared to the rest. You might like to throw in a tempting offer, to hook the new folk in.

Looking to build a rapport with existing clients?
You’ll be trying to keep your company at the forefront of their minds, so you could consider a regular newsletter. In this case, hold back on the hard sell. The newsletter should be intrinsically interesting, establishing you as an authority in your field and a good source of impartial information.

You’re working on your reputation here, and on building a long-term relationship with the customer. You’re not looking to make a fast buck.

Keen on getting more traffic to your website?
Then give people a reason to go there – some discount or special offer. It’s not enough just to stick the URL at the bottom of the page!

You might like to create a page that will only be accessible by those who’ve received your mailing. That way, you can track the number of hits, and see how effective your campaign is.

So, now that you know what you’re trying to do, you need to consider who constitutes your target audience, and how to reach those people.

Read Part 2: Target audience

Want help with defining your objectives? Contact me!