One of the most important skills for any creative entrepreneur and business owner to possess is the ability to communicate their message through clear and effective copy. On the other side of the coin, poor copywriting has the potential to drive away business and potential clients, customers and partners.
To help one capitalize on opportunities, rather than missing out on them, Shweiki Media Printing Company has partnered with author and seasoned copywriter Debra Jason of The Write Direction to present a five-part webinar series on the five copywriting mistakes that cost a business money and how one can avoid them.
The first mistake people make is not truly knowing the product, program or service before writing content or planning a marketing campaign. Shweiki and Jason tackle this issue in the first part of the webinar series.
Before getting started on a marketing campaign—whether for one’s own company or on behalf of another company—it’s important to ask the following questions:
The Pencil Test
For the pencil test, one should do the following:
1. One should write down the features of a pencil. For example: A pencil has an eraser.
2. Next, one should convert the feature into benefits. So, if the feature is an eraser then the benefit is that one can write stress-free without worrying about making mistakes.
3. After writing down the obvious benefits, one should see what other benefits they can come up with that are not as obvious. For instance, a woman could take an eraser and use it as a temporary earring back.
Shweiki Media's mission has always been to help publishers improve by providing the most profitable, hassle-free printing experience possible. This includes guaranteeing the highest quality product, exceptional customer service, world-class communication, an on-time guarantee, and no surprises--whether printing magazines, postcards, flyers or anything else.
As a printer and publisher, Shweiki Media also believes that this hassle-free experience includes making their clients better. Utilizing relationships with industry experts, Shweiki Media strives to educate clients and help them thrive in the exciting world of publishing--while having lots of fun along the way!
For more great info from and about Shweiki Media, please check out our blog at shweiki.com/blog (and sign up for our FREE weekly expert webinars!), and subscribe to our Youtube Channel at youtube.com/shweikimedia. You can also follow us @ShweikiMedia and "like" us at Facebook.com/shweikimedia.