speech and writing in marketing

How to Write a Marketing Speech Presentation

by Scott Christ

Published on 26 Sep 2017

Delivering a marketing speech and presentation can be especially daunting, as you are often required to present important business concepts and propositions in front of high-level executives as well as peers. To be successful, take the time to prepare and rehearse your presentation.

Plan your presentation. First, identify the audience. You generally won't want to give the same talk to marketing executives at your company, marketing professionals at a conference, or the marketing and sales team at a client meeting. Once you know the audience you are presenting to, decide on a topic and your goals and objectives. Plan to give an extemporaneous speech - that is, not read from a manuscript or memorized, but developed beforehand and presented from an outline or notes.

Craft your outline to include an introduction, a body consisting of two or three main points, and a conclusion. In the military and other venues, this is characterized as "Tell them what you're going to tell them, tell them, and tell them what you told them." Include bullet and sub-bullet points for each of the sections of your speech. The entire outline should consist of one page per section so you can easily manage your talk. Alternately, transfer the outline to index cards and use them as the notes for your presentation. Keep track of your pages or cards by numbering or otherwise coding them -- this is critical! As you flesh out your presentation, update your outline or cards.

Prepare your introduction. Grab your audience's attention right away by telling a story or presenting facts that relate to your topic. State your goal and make a strong benefit statement for your audience about what they'll gain from it. For example, "Today you're going to learn how our company's marketing engagement platform can outperform the current marketing strategy by 20 percent." Then, provide a brief overview of the balance of your presentation - that is, tell them what you're going to tell them.

Develop your talk's content -- the "tell them" part, consisting of two or three main points, each in its own section. Tailor your content to your audience. For example, if you are speaking to a team of marketing research professionals, discuss marketing research techniques your company has successfully used in the past. Support your argument or main points with factual, evidence-based statements, such as market research findings, competitor data, marketing analytics and return on investment data for your products or services.

Fashion the closing statement, the part where you tell them what you told them. Re-state your goal and summarize your talk's main points. Tie in your topic by telling a memorable story that relates to your marketing audience. For example, you can talk about past successes with a recent client or how you helped the senior leadership team overcome a marketing obstacle. End with a call-to-action. Examples of calls-to-action for marketing speeches and presentations include asking for a sale, telling participants to visit your website for a special offer, or asking for a second meeting to discuss your marketing strategy in greater detail.

Practice in front of a mirror, with one or two close colleagues, or a videocamera, or a combination. Don't grip the podium for support and don't hide behind it. Instead, place your notes on the podium, glance at them, come out from behind the podium, and engage your audience. Return to the podium only to glance at your notes again for the next point. If you use index cards, you can keep the "current" one in your hand so you don't have to return to the podium as often. Don't hide the fact that you're using notes -- it's better to glance at them every couple of minutes than to read verbatim from a couple dozen printed pages.

During the speech, speak slowly and clearly, and make frequent eye contact with participants. One way to help "break the ice" is to make your presentation more interactive by asking questions early on and getting participants involved.

Using a PowerPoint presentation is an excellent way to engage your audience, but don't read the text from the slides unless they're quotes or statistics. Instead, glance at the slide and then return to maintaining eye contact with your audience while giving a brief synopsis of the slide's content. Give a copy of the PowerPoint presentation to each participant, and make sure that your contact information is prominent.

Never read a speech - you spend more time looking at the text than at your audience, and if you lose your place, you'll disrupt your presentation trying to find where you left off.

Never memorize a speech - if you forget a word, you'll disrupt the flow of the presentation and might miss key points.

A Simple Guide to Writing a Memorable Speech [Infographic]

Updated: April 20, 2017

Published: March 31, 2016

You know what an "average" speech looks like. You've seen tens, maybe hundreds of them in your lifetime. Chances are, you've given a few of them yourself. They're good, and they're useful, but they're not awe-inspiring.

You might also know what an amazing speech looks like -- one that's engrossing, captivating, and inspires action. These speeches grab your attention from the very beginning and imprint us with something memorable by the end. Sometimes, they feel like magic.

While a lot of credit should go to a person's oratory skills, there are elements of great, memorable speeches we can bring into our own practice.

Want to create a truly memorable, persuasive speech of your own? Check out the infographic below from PapersMaster to learn the elements of a great topic, how to structure your speech to achieve the best response, how to construct the body to support your claim, how to prepare to give your speech, and tips for a successful delivery. (For more detailed public speaking tips, read this blog post on the science of a great TED talk .)

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How to Write a Marketing Speech Presentation

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Oral Presentation Strategies

Revolutionary advertiser Leo Burnett once said, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” What’s good advice for writing ad copy also works when writing a marketing speech for a presentation, whether it is to your team, senior management or a client. On the whole, you can look at it as preparing a story, one you can break down into researching, writing and reciting.

Researching

Start with your audience. The level of formality depends on who is attending and what is at stake. If your presentation is to clients, thoroughly explore who they are and how they can benefit from what your company provides.

Collect the facts. You’ll want to include statistics, results, trends and forecasts in the body of your presentation. In addition, you need to anticipate audience questions and prepare to-the-point responses about the marketing information you are presenting.

Collect stories. To make the facts memorable, find stories that bring them to life, such as customer, client or employee testimony that is relevant to your presentation. Use stories to connect with your audience.

Set the goal. Decide what the outcome of your marketing presentation will be. Keep that goal in mind as you write and present your speech.

Refine your research. If you know your audience, then you know what is most important to present. Keep your writing focused, knowledgeable and simple.

Organize your ideas. Build your presentation according to what information comes first. Use your facts to make compelling points and stories to keep your audience engaged.

Open with expectations. Let your audience know why you are presenting to them and what they will get out of the presentation. Write this into the beginning of your speech.

Close the deal. Whether you are introducing your team to a product launch, presenting a communications plan to the board or pitching to a client, you need to write a compelling ending to wrap it up right. Visualize achieving your outcome as you write the ending.

Read the speech out loud. Because this is a speech, you need to write for oral delivery. Change words or flow so it sounds natural and not scripted, even though it is.

Time your speech. When you read your speech out loud, time yourself at a natural pace. You don’t want it to go over the time allotted.

Practice your pace. Once you have refined the written speech, practice your pace and presentation. You will feel more relaxed if you have prepared both the information and the pace in advance.

Create visual aids. Your presentation could be a computer slide show, but avoid simply reading each frame and keep your slides inviting to look at, as Burnett says. The same goes for white-boards and graphs.

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Charli Mills has covered the natural food industry since 2001 as a marketing communications manager for a highly successful retail cooperative. She built teams, brands and strategies. She is a writer and editor of "This is Living Naturally," a consultant for Carrot Ranch Communications and a Master Cooperative Communicator.

How to achieve successful written communication in a business environment, how to design & deliver an effective seminar, how to write subtitles, effective communication & presentations, tips on presenting a strategic marketing plan, how to write an oral presentation, how to write a sales statement, effective proposal meetings, how to speak in front of employees, most popular.

1 How to Achieve Successful Written Communication in a Business Environment
2 How to Design & Deliver an Effective Seminar
3 How to Write Subtitles
4 Effective Communication & Presentations

How to write a speech

James Haynes
October 6, 2022

Introduction.

So you want to learn how to write a speech. Maybe it’s for a speech for work, or maybe it’s for a school project. You know that professional speakers don’t just make stuff up. They don’t write a few thoughts on a notecard and then shoot from the hip for an entire presentation. They take the time to write and carefully craft their material. And you’re ready to do that! You have an idea of what you want to speak about, but how do you actually create your talk? How do you give a speech? And what makes a talk “good”?

In this post, you can read answers to all of those questions. You’ll learn tips to go through the process to create a great speech from idea to completion. And you’ll learn how to write and give an inspiring speech. Ready to learn more? Read on!

Before you start to write your speech

A speech is simply a talk meant to get your audience to learn, understand or do something.

The best speakers on the planet only have one or two talks they do and those talks are insanely good. Start by developing just one, really amazing talk that resonates deeply with your intended audience. The best marketing for your speaking business is a great talk, so it is worth it to put in the hours for this part. Yes, even if your first speaking gig is a free talk at a community center.

Keep in mind: Your audience is always going to be asking two questions: “so what?” and “now what?” So what means, what does this have to do with me? Now what is what you want the audience to do as a result of your talk. Give them action steps to implement what you taught them. If they hear you speak but literally don’t do anything differently, what’s the point?

Giving a speech is almost like mapping for a road trip. If you are going to go on a road trip, it’s easier to have a paper map or Google Maps to tell you where you’re going. But if you just get in the car and you start driving, and people are in the car asking you where we’re going, you’re in trouble! But by organizing and structuring your talk, you can lead the audience to your conclusions. And you can effectively answer those two questions: “so what?” and “now what?”

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Want to learn how to write a speech? Read on for 3 steps to make it unforgettable:

1. Begin with the end in mind and tell a story

Have you ever been left at the end of a speech wondering, “What was the point of this talk?” Don’t do that to your audience. When creating your talk, determine the destination that you want to take them to. Once you pick a point, then you can work backwards and reverse engineer how to get your audience to that place.

The best way to do the point of your talk is to find where your audience’s needs converge with your passions. Think about what problems you like to solve and what topics you want to talk about and look out into the world. Who is asking for solutions to those problems? Become the expert on that audience and commit yourself to meeting their needs. (for more on finding your big idea, check out this episode of The Speaker Lab podcast)

Okay, so now you have your topic, the idea you want to communicate. Now what? One of the best ways to create a memorable, relatable talk is by integrating first-person stories . You don’t have to have lost a limb or scaled Mount Everest. Keep an eye out in your everyday life for little moments that can contribute to your message. Write them down and integrate them into your talk. As you get more speaking gigs, you will very quickly learn which stories are a hit and which are total flops…which is all part of the process!

Humans relate to stories. We connect to stories. Funny stories. Sad stories. Inspirational stories. We love stories. So tell them. Lots of them. Stories will keep your audience engaged and are also easier for you to memorize. Telling stories that you lived and experienced generally makes the story better for you and the audience. For the audience, they can often times find themselves in your story. For you as the speaker, it’s much easier (and more powerful) to tell a story that you lived versus one you read in a book.

2. Write out your speech from beginning to end

As Grant Baldwin discusses in this video on preparing your talk , you want to write out your talk to have a basic structure: beginning, middle, and end.

In the beginning, you’re going to want to introduce the problem that your talk is going to solve and ultimately start to capture the audience’s attention. One thing that’s important to remember is there’s a difference between an audience that wants to be there and an audience that has to be there. When you get on stage, you want to be able to answer for the audience: Who are you? Why should I pay attention? Why does this matter? What am I supposed to do with this information? Can I trust you? You want to give the audience a reason to engage with you and where you’re going with the speech.

The next part of the process is the main body. This is where you will provide the solution to the problem or elaborate on the idea you’ve presented, and then share the action items that transform the audience. These action items should be specific, tangible, actionable, and realistic. You want to give something that the audience can leave with knowing exactly what to do now. So you want to make it specific, tangible, actionable, and realistic – not something that’s just vague or squishy, but something that they can actually understand.

The last part of the process is the closing. The purpose of the closing is to transition the audience to your main call to action. Remember, your audience is always asking themselves two questions: “So what?” and “Now what?” And this is where your closing comes in. Your closing is so important because the audience will remember what they learned and heard from you in the final minutes of your talk.

3. Structure your speech

Types of structures for writing your speech.

Another step Baldwin recommended on our podcast on creating your talk is to break your talk into sections beyond the beginning, middle, and end. As you internalize your talk’s message, you can break the talk into sections that you either deliver in order or out of order.

But regardless of how you break it up, you should determine what the point of each section is. It may be to tell a story to illustrate some key thoughts. Practicing that section could include practicing telling the story aloud, delivering the punchline, and transitioning out of that story into the next point that you’re trying to make. This will make it easier to memorize your speech.

Each section should stack on to what you’ve already learned. So once you learn paragraph one, then you can practice paragraph two. Then you can go back and practice one and two together – again, everyone has their own technique, but oftentimes out loud is best! (Another tactic here is to record yourself and listen back to help you to not only learn the material, but to also help decide if the material works.)

Sequential structures

One method Grant Baldwin discusses in our podcast on how to write your speech is to use different types of structures. For example, a sequential structure for memorizing your talk can take the main themes you want to speak about and put them in a sequential form, so that it’s easier to remember the order. Grant gives the example of a talk he gave for college audiences called “Life is a Highway,” where he talked about an imaginary road trip.

As Baldwin said, the way the talk was structured was to talk in the beginning about the past, and where the audience has been, then talk about the future, where they’re going, and to end by talking about where they are, right now. “It needs to almost happen in this certain sequence,” Baldwin said, “which also makes it easier for you to memorize because they need to go in this specific order.”

When you use this structure, you can deliver your speech in any order, Unlike a singer, whose audience may know all the lyrics to the song she sings, if a speaker goes out of order, it may be impossible for the audience to notice – after all, they don’t have a script!

Modular structures

Another type of structure you can use to write your speech is a modular structure. This allows you to go in order, but it also allows you to jump around. This could be especially helpful if you’ve got a couple of main thoughts or ideas and they don’t necessarily have to go in a certain order. You can kind of mix and match them around, similar to how a band at a concert can switch songs around in their setlist.

Baldwin gives the example of topics he covered in a book talk for high school students, answering questions such as, should I go to college? how do I pay for college? What classes do I take? What do I major in? Job interviews, resumes, internships, credit cards, budgets, taxes, etc.

Similar to the sequential structure, it may be helpful for you to think of the content as telling a story, so that you don’t leave anything out. If you have five key themes, for example, that you’d like to cover, they could be five elements of a story you would like to tell. Remember: stories will keep your audience engaged and also make it easier for you to write your speech.

By following these steps, you can set yourself up for success. Many external variables help make a speech go well. Beyond working these steps before giving a speech, you should try to put as many of those variables in your favor as possible. Don’t stay up late the night before at a reception. Don’t eat a massive pasta bowl before you go on stage. Try to avoid speaking during a slot when most of the audience will be distracted. If all the variables are stacked against you but you crush your talk, it can still come across as “meh” to the audience.

Keep in mind: Speaking is like playing jazz – you don’t have to give a talk the same way every time. You can improvise and mix it up sometimes, and you don’t need to plan out every hand gesture or movement or exact line you’ll use. Some of that is fine, but also be present enough with the audience that you can play jazz when the moment calls for it.

If you have a dream to inspire others with your message, you’ve probably considered taking your passion to the stage. Becoming a speaker might sound like a charmed life in many ways. And while it does take hard work, it totally is.

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In the meantime, here are a few rapid fire FAQs about speeches. Happy speaking!

How much money can you make as a professional speaker?

The runway to a successful business is often slow. But many professional speakers make 6+ figures a year within a couple years of starting their speaking business!

What degree you need to become a professional speaker?

It does not matter! You can have no degree or a PhD in whatever field you like and still be a great speaker.

Can anyone become a professional speaker?

Absolutely.

How long does it take to become a professional speaker?

This may vary quite a bit, primarily based on your state in life.

Last Updated: February 29, 2024

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Using a Speech to Promote a Product or Service-Use Public Speaking as Marketing

This is part three of our posts on How to Use Public Speaking in Your Career . In this session, we are going to show you a few simple ways to use public speaking to promote or market your new product or service. In fact, using a speech to promote a product or service is one of the most effective ways to conduct marketing campaigns for both large and small businesses alike.

Using a Speech to Promote a Product or Service

There are a number of different ways to use a presentation or speech to promote a product or service. We will cover each of these briefly in this post.

Promoting a Product or Service in Personal Meetings and Sales Calls.

In-Person Marketing Meetings and Seminars.

Webinars to Both Educate the Public and Promote Your Product or Service.

Paid or Guest Spots on Webinars or Podcasts.
Use Videos to Promote Your Product or Service.

Below are a few ideas for each of these categories.

The most common type of speech to market a product or service is a sales call or sales presentation. Although this one has been around since commerce began, it is quickly becoming a lost art. As a result, those who can do this well, are now, highly sought-after in the business world .

Salespeople get a bad rap. Movies typically depict salespeople as dishonest and immoral. However, if a salesperson is dishonest, he or she may survive for a little while, but bad behavior will quickly catch up with the person. Good salespeople, though, are trusted confidants. They are problem-solvers and educators. So, if you are giving presentations to individuals or small groups as a way to promote your product, the goal is to educate your audience. Help them solve a problem, and they will buy the solution. Your speech shouldn’t be about you or your product. It should be about the problem(s) your potential buyers are experiencing and how to solve these problems.

In decades past, if you needed a new suit, you went down to the local department store. The salesperson in the store was an expert on suits. The salesperson would be able to educate potential clients on the qualities of each style of suit, what was currently in fashion, and how to care and accessorize each suit.

Salespeople Used to Educate Us. Now Google Does

That leaves a tremendous opportunity for people and companies who understand this need. For instance, although we have a popular podcast, a YouTube channel, and a ton of social media pages, we still get most of our business from people who have a question, and who can’t get that question answered anywhere else. When someone calls our 800 number (800-975-6151) they are connected with an instructor who actually teaches our classes. We don’t have a room full of telemarketers who are reading off a script. We have professional educators who can answer any question that a potential customer might have. As a result, we are filling a need that almost all of our competitors have neglected.

Sales presentations whether one-on-one or one-to-a-group are becoming a lost art, but they’re a great business model. If you get really good at doing them, you will help your customers make better decisions. And the best results will increase your income.

If you are looking for a step-by-step process to create a good sales presentation along with examples , visit this post. You may also be intrested in our post about how to design Bid Presentations . It also has a Great Sales Presentation Outline .

In-Person Seminars and Conferences

Prior to the video streaming era, in-person seminars were one of the easiest ways to maximize your promotional time. Instead of setting up a series of individual one-on-one sales meetings, you could invite prospective customers to a live seminar. These seminars were often either free or for a nominal fee to encourage audience members to come.

Back when I first started teaching leadership seminars, we promoted a 12-week series of training sessions. Since the class was both a significant investment of both time and income, we typically offered an “introduction” session a week before the series started. We would allow people who were interested in the class, but who hadn’t yet registered, to come and preview the course.

It worked really well. The preview session reduced the risk of making a bad buying decision because the prospective customer could actually see and experience part of the class in advance.

If you are over the age of 35, you may remember the financial planners offering the “free how to retire” seminar at the local Holiday Inn. This was a way for the financial planner to show a group of people how skilled he/she was at helping couples plan for their retirement. By offering part of his/her expertise for free to the public, the financial planner was often able to convert some of those attendees to customers. The sales managers from many companies, big and small, used to invest a tremendous amount of money on TV and radio ads to promote these seminars with the same end goal.

Today, though, getting a group of people to a seminar is much simpler. With websites like MeetUp and EventBrite , a company can create a seminar or conference with little or no investment.

Here is an example:

A local dentist can create a seminar called, “ How to Whiten Your Teeth Three Shades in Less than Six Weeks. ” (I just made that up. I’m not sure if that is actually possible, but you see how that might get someone’s attention.) The dentist promotes this seminar to every patient who comes in for a month. The dentist might tell his patients that the seminar is $29 per person, but if they bring a friend that is not already a patient, both of them can get in for free. Or, perhaps we could tell attendees that if they post the event to their Facebook page, they could get free admission. Regardless, we make the fee nominal but give attendees ways to come to the event for a discount or for free.

The goal is to get a room full of potential new customers from your target market and win them over with your skill as a dentist. The topic of your speech must also be something that captures your audience’s attention, of course. With a room full of your target audience, all you have to do is give a persuasive speech by expertly delivering your key points and providing valuable information.

By the way, according to a Bizzabo, a company that specializes in event marketing, in-person seminars and conferences are one of the big trends in recent years. Big companies like Apple started the trend with their huge product roll-outs to Apple enthusiasts. However, other huge companies have followed the trend as well. Last year, I was invited to speak at Transitions Academy. This is a conference where eye doctors, lens manufacturers, and salespeople come to learn about trends in the industry (and about Transitions Lenses). I had a blast speaking there, and the attendees gave positive feedback on the event as well.

Companies have realized that they can replace the missing education part of the sales process with webinars . However, webinars are a little tricky. If you make them too “salesy,” you will turn off your audience.

Especially in web-based products and services, webinars have become the go-to education and sales channel (According to Go-To-Meeting… No pun intended.) They claim that 73% of the top marketers in the world believe that webinars are the best way to market, today. If you recall, since the education function of a sales professional has practically been eliminated in most industries, webinars are a great way both educate the potential customer and move them through a sales process.

Just as a warning, leading webinars and leading in-person speeches are TOTALLY different skills . Just because you are good at one, doesn’t mean that you will be good at the other. For instance, when I lead an in-person meeting, I typically use few and simple visual aids, because my goal is to build the trust of the audience in me. In a webinar, your visuals are critical to keeping the audience tuned in to the presentation. So, when I speak for 30 minutes in person, I might use three or four slides. But when I lead a webinar, I might go through as many as 20 slides in the same time period.

For details on How to Design a Good Informational Webinar , click here.

Paid or Guest Spots on Podcasts/Webinars

If you want to really get good at using a speech to promote a product, start a Podcast . However, this is a real-time commitment. If you want to test the waters, promote yourself as a guest on someone else’s podcast or webinar . It does take a little homework to get one of these guest spots, but there is a tremendous opportunity if you are willing to do the work. An easy way that doesn’t take much effort is to just Google [Your Industry] with the word “podcast” .

I tried to pick a really obscure subject matter just to show that Google will find anything. I found an article called 12 weird jobs you’ll be surprised to know exist published by Business Insider. One of the weird jobs is a “Professional Bridesmaid.” If this was your career, you’d likely type “wedding podcast” into Google. When I did, I got Top 10 Wedding Podcasts .

You’re likely to think, “Oh sure, Doug, weddings — of course there are a bunch of podcasts about weddings.” Okay, another obscure career is “Snake Milking.” I Googled “Snake Podcast” and I found Best Reptile Podcasts . If you happen to be in either of these industries, I suspect that many of the podcast hosts for these programs would ABSOLUTELY LOVE to have you on as a guest!

Once you know who the host is, you can often easily find the person’s website, fill out a “contact us” form, and wait for a callback.

If you want to move faster on a guest slot, many companies have lists that they will market to and be the host of an impromptu webinar, teleconference or podcast. You can use the same process as we just talked about, but offer a fee to the host. He/she will likely move you to the top of the list.

The final genre for using a speech to promote a product or service is video. I won’t be able to cover everything that you will need to know in order to show the value of video when promoting your product or service. However, let’s cover a few basics.

Practice with Instagram Stories

The live video social media and “stories” are fantastic ways to begin to practice making marketing videos, but they have a short shelf-life. (They go away after 24 hours or so.) So, while you are learning, you won’t be leaving embarrassing videos of yourself all over the internet. (See my embarrassing early video here https://www.youtube.com/watch?v=Ja_BEMmpcUo). It’s also a good idea to use these kinds of social media platforms to test your main points on the public. This will help give you a reference point for which topics you should put more effort into.

Get Some Help

The best investment that I ever made for The Leader’s Institute ® is hiring a full-time video expert. You don’t have to invest in a full-time person, though. You can contract out most video jobs very easily. Hiring the right people can get you solid advice on filming, lighting, and sound as well.

Don’t Post to YouTube Until It is Perfect

YouTube is hard work to break into, so you only want to put your absolute best stuff on that platform. Use Vimeo, Facebook, or Instagram for anything that looks less professional.

We will be talking a lot about video (especially live video) on future podcasts, so stay tuned and subscribe to the podcast!

You are Your Best Marketing Strategy

In today’s world, there are a tremendous number of ways to share your expertise with others to market your product or service. Using a speech to promote a product is just one of many. But always realize, that you are your best marketing. A fancy proposal, a flash ad, or an expensive business card will not do nearly as much to promote your product or service as you share your expertise with a potential customer!

Podcasts , presentation skills

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Writing Tips

How to Write a Professional Speech

5-minute read
7th May 2022

At some point in your professional career, you may find yourself with the daunting task of writing a speech. However, armed with the right information on how to write an engaging, attention-grabbing speech, you can rest assured that you’ll deliver a truly memorable one. Check out our guide below on how to write a professional speech that will successfully communicate your message and leave your audience feeling like they’ve truly learned something.

1.Understand your audience

Knowing your target audience can help guide you along the writing process. Learn as much as possible about them and the event you’re planning to speak at. Keep these key points in mind when you’re writing your speech.

● Who are they?

● Why are they here?

● What do they hope to learn?

● How much do they already know about my topic?

● What am I hoping to teach them?

● What interests them about my topic?

2. Research your topic

Perform in-depth research and analysis of your topic.

● Consider all angles and aspects.

● Think about the various ways you can discuss and debate the subject.

● Keep in mind why you’re passionate about the topic and what you’re hoping to achieve by discussing it.

● Determine how you can use the information gathered to connect the dots for your audience.

● Look for examples or statistics that will resonate with your audience.

● Sift through the research to pick out the most important points for your audience.

3. Create an opening hook

The first few minutes of your speech are paramount to its success. This is the moment when your audience truly pays attention and listens attentively.

● Start with a bold, persuasive opening statement that captures your audience’s attention.

● Ask a question to get them involved.

● Offer a shocking statistic or a powerful, well-known quote.

● Make a statement or rhetoric question and then pause for a moment, allowing them to grasp the gravity of what you’ve just said.

● Use a personal anecdote or life experience related to your topic to engage them.

4. Use an easy-to-grasp format

When you have the information you need, outline your speech in a way that your audience can easily follow.

● Start with what you plan to discuss in the speech.

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● Go deeper into the details of the subject matter.

● Repeat what you’ve already mentioned in a few brief points.

● End with a strong statement that sums up what you were trying to achieve.

A typical structure should include:

● Introduction: Outline the main talking points of your speech.

● Body: Discuss these points in more detail, offer statistics, case studies, presentation aids, and other evidence to prove your theories.

● Conclusion: Wrap up your discussion with a bold message that leaves your audience feeling empowered, hopeful, and more knowledgeable about the topic.

5. Add some personality and humor

Remember to let your personality shine through. This speech is more than just words on a page. Allow the audience to feel your passion and vigor. Force them to think about the message you’re conveying.

● Share personal stories, fears, memories, or failures to help the audience relate to you as a person.

● Include some humor, jokes, puns, or limericks to give them a brief respite from the complex discussion.

● Offer well-known, popular, resounding quotes to help them acknowledge the significance of the topic.

5. Use anaphora for emphasis

Repetition is key in speeches. Realistically, you may lose your audience’s attention at times. By repeating key messages, they’ll be able to remember these vital takeaways despite drifting off somewhere in between. Anaphora allows you to repeat certain words or phrases in a clever, unique way that emphasizes your core message.

6. Keep it short and sweet

● Say what you need to in the shortest amount of time possible.

● You can’t realistically expect your audience to actively listen if you drone on and on.

● Provide clear, concise explanations and supporting examples or evidence.

7. Adopt presentation aids

People will quickly understand your message if you show them charts, tables, graphs, photos, or even regular household items .

8. Read it aloud

● This ensures you achieve a compelling tone of voice.

● It can also help you determine if the length is appropriate.

● Reading it aloud can also help you decide if you need to add more jokes, personal anecdotes, or even dramatic pauses and rhetoric questions.

9. End on a powerful note

End with a message that makes your reader feel inspired, motivated, and informed.

10. Proofread your speech

Finally, a well-researched speech riddled with errors, inconsistencies, and an ineffective tone of voice won’t help you achieve your ultimate goal – namely, to enlighten and educate your audience and have them walk away with the topic still playing on their mind. Have a friend or colleague read through your speech to highlight areas that require correction before you’re ready to present.

If you want to learn more about how we can help you write a powerful, resounding, and well-written speech, send us a free sample today.

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Rhetoric in Marketing: How to Write Persuasive Content

How can we apply concepts of rhetoric in content marketing? Our Digital Content Executive, Sian Moss, talks us through the three modes of persuasion that form the Rhetorical Triangle, and how they might appeal to your target audience.

Whether you’re selling a product or service, using convincing, influential language in your digital content is a must. But what’s the most effective way to be persuasive in your writing? And how do we apply the concepts of rhetoric in content marketing?

First up, what is rhetoric and where did it come from?

“[Rhetoric is] the art of using language effectively so as to persuade or influence others, especially the exploitation of figures of speech and other compositional techniques to this end.” - Oxford English Dictionary

Rhetoric is embedded in everyday communication – when we speak, listen, read or write, it’s there. In all kinds of social situations, we use our words to persuade and influence others. So whether you’re convincing your partner to buy one loaf of bread over another, you’re asking for a pay rise or you’re getting yourself out of a sticky situation, you’re using some form of rhetoric. But where did it come from?

Aristotle is generally credited for forming the basics of rhetoric, influencing the development of its theory from ancient times through to the modern theory. This is when he coined the “three artistic proofs”, or modes of persuasion – each one designed to appeal to different thoughts and achieve different persuasive results. These are ethos , pathos and logos , together forming the Rhetorical Triangle . Often used in marketing to appeal to an audience and convince them to buy into a product or service, these three proofs each target a specific area of persuasion.

But how do they work? And more importantly, how are they used in content marketing?

Ethos – the ethical appeal

This persuasive appeal refers to how trustworthy or credible a writer is, and how knowledgeable they are about a subject. When you’re marketing your expertise in a field, you’re employing ethos and showing that you can provide a high-quality service or product, and offer a unique set of skills. If your brand has built up a reputation that your audience is familiar with, they are more likely to invest in your product or service – so use this to your advantage. But ethos is more than status or credentials, it is developed within the discourse. You can establish ethos by using tone and style to connect your argument to your audience’s own set of views. Talk about your experience as a business and when the company was founded, or directly appeal to ethos by showcasing well-known customers, success stories and titles – to prove that you are an established brand with experience in working with a range of successful businesses.

If your audience doesn’t trust you, then the following appeals may be worthless. A consumer’s choices are strongly affected by whether they have confidence in a person, brand, product or service. So to keep your credibility intact, back up any claim you make with quotes from experts, sources, testimonials and case studies. That way, the readers don’t just have to take your word for it. Influencer marketing is also a good way to utilise the ethos appeal, as working with influencers with high stature validates the product and provides credibility.

Pathos – the emotional appeal

This appeal draws on the reader’s emotions, interests, imagination and sympathies. In order to persuade the audience using pathos, they must be encouraged to identify with the writer. So use compelling anecdotes, play with emotive language and trigger an imaginative response from the reader by offering a convincing argument that they can relate to. Without pathos, your content is just a series of stats, facts and logic – losing any sense of connection with your audience.

Generate a sense of amiability by communicating with consumers in a pleasant and clear manner, using warm language and branding. Create valuable, useful and free content that is valuable to both you and any prospective customer, avoiding the use of complicated jargon and sentences. Use emotionally charged lexicon that provides more impact and choose images that appeal to the audience’s imagination and sympathies – so that when they load your site, they’re immediately drawn to what you’re offering. Using these techniques will evoke a series of positive emotions towards your brand or product and therefore influence your audience.

Logos – the logical appeal

Logos refers to the clarity of the message you are portraying and how effective your supporting evidence is. This one’s important, because if you can provide a persuasive argument that demonstrates your knowledge and experience, you can also demonstrate credibility (ethos) and reassurance (pathos).

When trying to appeal to a reader’s logic, you must make sure that they are able to follow clear arguments that are backed up with reasonable and reliable details. This logic is particularly useful when producing B2B content, as potential customers often have the responsibility to make decisions with someone else’s money, and tend to require justification to spend that money. So the more useful and factually correct your content is, the more powerful and persuasive it is for the consumer.

The key to producing effective persuasive content is to use the best combination of all three rhetorical appeals. This approach is best used in long-form content, to allow the perfect balance of credibility, emotion and logic to create a powerful content strategy that drives results. But the Rhetorical Triangle isn’t just about digital content. Pulling together a pitch? Try using Aristotle’s three persuasive appeals to help drive you towards success.

Are you looking to improve your digital content strategy? Find out how our experts can help by getting in touch today.

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10 Easy Rules for Content Marketing Writing

Written By John Boitnott
Updated: May 13, 2024

If you’ve ever created a brochure, blog post, ebook, or web copy for your business, you’ve dabbled in marketing writing.

However, this type of writing is more than merely cranking out sales collateral or educational blog posts. If you’re handling marketing writing yourself, it helps to be part journalist, part subject matter expert, and part researcher — and even to have a sense of humor when the occasion calls for it.

Let’s take a look at some of the strategies to employ to create writing that persuades audiences to act.

How Marketing Writing is Different From Other Writing

Marketing writing is designed to create content with a purpose. It provides information customers seek, including actionable resources for a business’s customers and clients.

A business’s marketing writing can take many forms, from entertaining yet educational blog posts and persuasive website copy to product-heavy newsletters and promotional emails.

It can also take the form of a script capturing the audience’s attention by explaining or demonstrating the company’s product through videos .

10 Rules for Successful Marketing Writing

1. KISS — keep it simple and succinct

In marketing writing, the KISS principle means using a simple, straightforward three-part structure consisting of the introduction, body copy, and conclusion.

In the introduction , you need to explain the value being offered to the reader. Failing to do that means a loss of reader engagement and attention. If that happens, it won’t matter what’s in the next three sections.
The body of your content is where you elaborate on the argument introduced at the beginning. This is where you give evidence to support your point.
The conclusion reiterates the introduction and also explains how the piece of content has provided a benefit to the reader as a customer.

2. Write to your audience

Writing a good piece of content means understanding who your customer is . Companies should not delude themselves into thinking everyone wants their products because that simply isn’t realistic. Trying to appeal to everyone ends up making the product unappealing.

One effective way to launch an audience identification strategy is to create customer personas. Customer or buyer personas are semi-fictional archetypes based on actual customer research and data that represent the key traits of your target audience.

After conducting interviews, focus groups, and other data collection efforts, marketers consolidate the responses to identify commonalities in the available data.

From there, they work to identify pain points and other psychographics the company’s customers are experiencing. Using this collected and analyzed data, you can develop a profile of a person that combines demographic information and common themes from your data.

This is where the vision of a typical customer takes shape.

3. Make it a story when applicable

Storytelling can be a powerful tool to capture and hold your audience’s attention. Stories are powerful because they touch the emotional core of who we are as human beings. Before there was the written or printed word, there were oral traditions.

A successful story answers three core questions:

What’s the outcome ? This describes the way you want your audience to feel and react after hearing your story.
What’s the plot ? This is the beginning, middle, and end of the story.
What’s the narrative ? This determines how you tie the plot elements together into a cohesive sequence of events.

Once you’ve established the answers to these questions, seek feedback on your story from others. Then you can decide how the story is going to be incorporated into your campaign or brand.

Storytelling has been an exceptionally powerful marketing tool with the advent of socially conscious businesses. Storytelling can convey a company’s commitment to giving back as well as their belief in their product.

A relevant example of this is Warby Parker , the company that took on the mammoth eyeglass industry with low-cost, high-quality alternative eyewear.

Warby Parker’s story is the very definition of the KISS principle in action: As a cash-strapped college student, one of the founders of Warby Parker loses his glasses on a camping trip and is motivated to start the company after having to wait to replace his glasses thanks to the high cost of quality eyeglasses.

4. Include statistics and cite the reference

Making an assertion is easy. Backing up that assertion with evidence may not be quite as simple. Good content marketing often includes statistics derived from market research.

If you’re trying to drive a point home to your audience, back it up with a statistic. It’s an effective way to convince a reader about the accuracy of your assertion.

Phrases like “Lots of people… ” are vague and may seem intuitively true but unproven, such as “Lots of people love our cars!”

However, it’s harder to argue with a phrase like “Mazda is the number one rated car for reliability according to Consumer Reports,” along with a link to Consumer Reports backing up this statement.

5. Craft short paragraphs

There is one very simple reason to use short paragraphs in marketing writing, especially for digital marketing content: Your audience is likely reading the content on a smartphone or tablet.

Short paragraphs are much more likely to keep the reader’s attention and appear less intimidating.

6. Add humor when it makes sense (and fits your brand)

As a marketing strategy, humor can be effective when used properly. It can also be catastrophic when misused. Infusing a marketing campaign with humor can be a tricky proposition.

Success doesn’t rely solely on the humor itself but also on your knowledge of your audience, situational awareness, and emotional intelligence.

Effective humor in marketing is usually self-effacing, as was the case with KFC’s campaign in the UK. Some years ago, KFC was living every fried chicken restaurant’s worst nightmare: a chicken shortage.

It handled this crisis with a brilliantly written, audience-appropriate, and tongue-in-cheek exercise in laughing at itself while addressing the problem. In turn, this allowed the audience to laugh along with the company.

“We’re sorry. A chicken restaurant without any chicken. It’s not ideal. Huge apologies to our customers, especially those who traveled out of their way to find we were closed. And endless thanks to our KFC team members and our franchise partners for working tirelessly to improve the situation. It’s been a hell of a week, but we’re making progress, and every day more and more fresh chicken is being delivered to our restaurants. Thank you for bearing with us.”

7. Use a CTA

Remember earlier when we described simple, concise marketing writing as having an introduction, a body, and a conclusion? This structure culminates with a clear set of instructions designed to drive the potential customer to a call to action.

If a customer invests the time to read your writing and you have invested the time to give them writing worth reading, then the call to action serves as the mutual payoff.

A strong, clear call to action gives the reader the next step to take in order to interact with your business in a way that will solve their problem.

8. Incorporate SEO in a natural way

In order for potential customers to read your content, you either have to make it easy to find, or you have to put it right in front of them. Making it easy to find involves search engines, while the latter typically involves social media promotions aimed at that target audience.

The beauty of the relationship between the two is that one feeds the other. Social media can drive hits to your web content, which can help in boosting organic search engine rankings.

When a person finds your site using a Facebook link, for instance, you can use that web content to drive them to your Twitter, Instagram, and Pinterest feeds.

Another key to using these strategies to climb the search engine rankings is regularly refreshed pieces of content that link to each other.

Creating internal links that connect your best and most popular pieces of content, whether that’s through your website, blog, or social media feed, helps increase the shareability of your content as well as the likelihood that other sites will link to it.

9. Sell when appropriate

While your web copy will talk about your product or service directly , a blog post that teaches a consumer how to do something might indirectly promote your business.

Know the difference and when to sell versus not sell in order to attract, convert, and retain customers long-term.

10. Create a distinct voice that represents the brand

When you hear marketers refer to a brand’s “voice ,” it might sound a bit abstract. Voice is a hard thing to quantify or measure, unlike other metrics in marketing like SEO, hits on a website, or the number of subscribers to a blog.

Voice refers to the emotion and personality baked into a company’s communications and the desired audience reaction to those communications. The one part of a brand’s voice that can be measured is how consistently that voice is delivered across the brand’s various communications channels.

For example, Mailchimp ’s brand voice conveys simplicity, ease of use, and an all-in-one solution for its customers.

This example from the Mailchimp homepage conveys big ideas and definitive solutions using an authoritative voice and few words.

Need help creating marketing content for your brand? From blog posts to newsletters, talk to a content specialist at ClearVoice today to get started.

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Writing for Marketing: Best Practices and Common Pitfalls

Content marketing in its core is establishing a connection with your target audience. You are creating bridges to easily convey your idea or message across. This is mainly done through writing. And, good content relies heavily on quality writing.

Marketers need to have good writing skills because most of their content marketing will rely on them.

They are expected to write newsletters, emails, social media posts, scripts for podcasts or videos and other marketing materials. And what these materials contain will determine the success of your brand or company.

But, good writing skills are not only limited to content writing. As someone who will be working with a lot of people, your proficiency in writing will help you become a more effective communicator.

Passing information to the various departments will be easier. You’ll be able to convey clear and precise instructions when needed and be able to get your message across.

You’ll be able to avoid misunderstandings that could be detrimental to your brand.

To improve your skills in writing for marketing projects, you need to be aware of the standards set by the industry.

This will help you gauge how your writing skills are compared to others. You’ll be able to have a clear idea on where you need improvements.

Also, knowing common mistakes will help you to be mindful to avoid them.

To be an effective writer, be mindful of the important pointers we will discuss later on to help you better your skills. This will give you a clear idea of how to approach your content strategy and maximize your gains.

Table of Contents

The Power of Effective Writing in Marketing

You want people to relate to your message to create engagement. You need to incite a positive reaction or a response that will lead them to become your customers.

In the world we live in, there are multitudes of images that are constantly trying to get your attention. They are sometimes a bit overwhelming and tedious at times.

In most cases, people have formed a habit of ignoring them and moving on with their lives. So, how can you engage with people who choose to be oblivious?

A well-crafted content ensures that your target audience will pay attention. They will understand the message you want to convey and will be more receptive to your ideas. You are forming a meaningful customer reaction that will build loyalty to your brand or company.

Building brand loyalty takes time. But a sure way to gain this is to establish your credibility. Credibility is really important for your brand image and reputation.

A lot of customers take the importance of buying from brands that they trust. They emphasize on genuineness and sincerity.

So, your content strategy should reflect this. Any written content should always be checked and vetted before being posted or published.

Be mindful of the social issues and cultural differences that your audience has. As your content writing will be a reflection of your brand and what it stands for.

Connecting with your audience is a must. You need to hold their attention long enough to be able to introduce your brand, explain the advantages they’d gain by using your product or services and lastly convince them to make a purchase. Skillful writing will be able to do all of these things.

Writing for marketing is also about careful planning and strategic content. Your interaction and responses should be customized to your customer.

Your content writing should resonate with them and offer solutions to whatever they need to solve at that minute.

Be it a product or services that they need or even reliable information, they must offer a solution for them.

Because after establishing awareness of your brand, the next thing to establish is preference. And, this preference could influence your conversion rate.

Because not only will you gain a loyal customer, most people will recommend to other people products or services they find pleasing.

Best Practices in Marketing Writing

To improve your writing skills, you need to be observant of what others are writing for marketing content. There is a lot of written content available, especially online.

Read through them and note their technical considerations like sentence construction, grammar, and vocabulary. You can also discover different styles of writing.

Perceive their tone of voice when discussing different topics. And, see how they present their written content. You can learn a lot from them. You can even choose which methods you could apply to your own writing style.

Here are some practices you can study to further enhance your writing skills.

a. Defining Your Target Audience

Defining your target audience will help you in producing content.

It will help you narrow down your demographics. By doing this, you’ll have a clear view of who you are talking to. Gender, age, and location are major influences on your audience’s preference.

You’ll be able to have an idea of the things they like and don’t like. You can cater the tone and style of your writing to what appeals to them. This will make your content marketing more efficient.

b. Crafting Compelling Headlines and Hooks

You want people to pay attention to your content . Captivate them with your headlines and hooks. Make them curious. Reveal just enough for them to want to read the whole content to satisfy their curiosity.

Action words are excellent. These will drive them into action. Tell the audience what to do. You’ll be able to get their attention this way.

Try to avoid long and tedious headlines. Make it short, simple, and to the point. And, be very clear about the benefit you are offering. That is what most people will be attracted to.

C. Utilizing Storytelling Techniques

Everyone loves a good story. This appeals to a lot of people because it is easier to follow and understand. Most stories are linear so, there is a build up from the beginning of the story up to its climax and then to a satisfying end.

Storytelling also builds an emotional connection with your audience. By using these methods, your brand is being humanized.

People will relate more to your brand’s journey which builds loyalty and trust. Also 63% of marketers agree that it helps build loyalty with existing customers.

D. Maintaining Clarity and Conciseness

Writing for marketing can be tedious and overwhelming. There is a lot of information you need to include in your content and you can only write as much before your audience becomes weary and tired from reading.

Not only will they stop consuming your content, but they will also all together forget whatever it is that they’ve read.

An engaging content writing is easy to read. Blogger Ryan Robinson says that it only takes 37 seconds for an average person to read a blog, which is not much time.

One of those content writing tips is to write short and relevant sentences that are easy to understand. Your audience will appreciate your content writing if it’s clear and concise.

E. Incorporating Visual and Multimedia Elements

A whole page of just text could be a little bit daunting for your reader. Include other visual elements like graphs, charts, or pictures to liven up your content.

Use online image editing services to help you fine-tune your visual element. Or graphic design tools like Removal.AI or Canva that are easy to use if you want to do it yourself.

Use different colors and text styles for your fonts. It will add another dimension to your work. You can also use these to highlight certain messages or information you want your reader to take notice of.

Common Pitfalls in Marketing Writing

a. Falling into Jargon and Overcomplication

This is not just in content writing but also in every genre of writing. Writers tend to be wordy sometimes.

They have an unlimited amount of words that they want to see written on the page but the readers can only handle so much before losing interest.

You have to remember that in content writing, what you want to say is not that important. It is what your audience wants to read that should be the goal. And overcomplicated content is not really appealing.

You want people to engage with you. How would they do that if they can’t understand what you are saying to them?

b. Neglecting Proofreading and Editing

Even world-renowned writers have editors, you’re no different.

Mistakes do happen especially if you’re in that “writing zone”. You are more focused on being able to put those words and ideas on paper than considering basic sentence construction.

That is why you need to go through what you’ve written before to check for any mistakes that you might have made.

Correcting grammar and using spellcheck is the minimum. There is also fact-checking your information, avoiding plagiarism of other people’s work, and restructuring your content to be clear and concise.

c. Ignoring SEO and Keyword Optimization

If you are writing content online, then SEO or Search Engine Optimization should be something you should prioritize.

You need to structure your content with words or keywords that will help you gain the upper hand in terms of ranking.

Most people would only view the first ten or so sites in search engines and would choose to ignore the rest. If your site ranks high, there is a great possibility that viewers will click on your site.

d. Failing to Adapt to Different Platforms and Mediums

In life, nothing is constant but change.This applies also to content marketing. Failure to adapt can cause you to be unable to communicate efficiently or be altogether ignored

Every year, as technology advances, multiple mediums and platforms are made. As a marketer or a content writer, you must be aware of all these new changes. Because this is where your audience is or would be.

There are also different mediums to consider. Writing for print media is very different if you are writing for print media or mass media.

Know the different styles to be able to efficiently get your message across.

e. Being Inconsistent with Brand Voice

Your brand voice is your brand’s personality. This is the unique way you are presented to the world. It could be the tone, the grammar, the use of jargon, or anything that can give an identity or personality that can differentiate you from other brands.

That’s why there should always be consistency in all your marketing content. Because this is one way your audience can recognize anything related to your brand.

Examples could be that of Nike and Dove. Nike’s brand voice is always motivational, determined and resilient. There is energy in their delivery. They often use words to move you into action.

Dove on the other hand, is empowering and uplifting. There is softness in their delivery and calmness.

Strategies for Improvement

Here are additional content writing tips to help you improve.

a. Understand your audience

Understand their needs and wants. You must have a thorough understanding of your audience because they are your primary target audience.

Know the nuisances of their demographic to be able to efficiently communicate with them.

b. Always use an active voice.

Your sentences must have the subject or object act. This makes your message clear and understandable.

c. Read, Read, Read

Read works of other marketing writers. Study their style, tone, and voice. Learn how they write for different mediums and genres. Be inspired by them.

d. Practice, Practice, Practice

Practice makes perfect, or close to being perfect. You will only get better with time, patience, and a lot of hard work.

There are also a lot of online tools and resources that could help you improve your skills.

It helps you check your spelling, and grammar and even evaluates your work for engagement and delivery.

VeryGoodCopy

If you need writing exercises or courses, this site will be a good fit. In less than five minutes you can polish up your writing with micro articles, courses, and interviews that they offer that are very informative.

Google Search Console Training

They will help you know if you are effectively using SEO. They have tools and reports that can measure site traffic so you will have a clear understanding of what needs to be done to improve performance.

Social Media Today

This site is a great source of what is happening in the social media world. Since almost all content is now focused on social media, you’ll be up-to-date with the latest news and trends that are happening on the different platforms

If you want a clear reflection of your writing skills, asking for feedback would be a great choice. Feedback will reflect how effective you are as a writer.

This is how you can gauge if you are improving your skills or not. Also, this gives you an idea of what your audience wants to read, and whatever they want to read you must be able to write for.

Writing in marketing is as essential as the product or services you are selling. It is the only way you can communicate with your target audience.

You use it to inform, educate, and persuade them of your brand’s credibility and quality. Words matter in this type of communication.

So you must be critical in how you write your marketing content. Because it will either make your brand or break it.

Improvement in your writing skills comes in time. There are a lot of lessons to be learned and mistakes that will happen. You must go through this to improve.

Write. Make mistakes. Correct those mistakes. Write again. The cycle continues and never stops. Do it over and over again.

You will get tired at some point but the learning should never stop. As writers, we should strive to improve our craft. Do not repeat your mistakes and have the drive to upgrade your skill level.

You cannot be complacent. Trends and technology are constantly changing. You must always be on top of it to be able to keep up with the times.

Be knowledgeable about what is happening in the marketing landscape. Have an idea of emerging trends and how you can take advantage of them.

You need to have an open mind when it comes to various platforms and mediums that are being created. Because chances are, your audience will be hitching on the bandwagon. And, as a marketing content writer, you are riding on it.

Author’s Bio

Jacqueline Aguilar, Removal.AI

Jacqueline Aguilar has a degree in Communication Arts and is an avid reader. Writing comes second in her list of passions. She has an interest in Photography, Film, Music, and Tech.

Currently holding a desk job and is writing content marketing as a creative outlet.

Writing Skills You Need to Have in Marketing

Why Writing Skills Are Important in Marketing Much of marketing communication is text. Think blogs, straplines, knowledge bases, press releases and whitepapers, for example. We may come across the odd visual-only masterpiece, but this doesn’t stop the need to write…

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Why Writing Skills Are Important in Marketing

Which writing skills should you have, what writing rules should you follow.

Much of marketing communication is text. Think blogs, straplines, knowledge bases, press releases and whitepapers, for example.

We may come across the odd visual-only masterpiece, but this doesn’t stop the need to write a jaw-dropping brief to get creatives to produce stellar work.

Basically, you can’t shy away from writing if you’re a marketer.

As a marketing manager, you’ll need to be confident in your written communication skills and believe this is your best asset.

In the context of a marketing manager’s toolbox, these are easily your screws.

Just like screws, written skills come in all shapes and sizes and ultimately do the job of holding your marketing together.

Without them, your advertising campaigns and communication are likely to collapse, leaving the remains of what could have been a great structure. You’ll be left with the raw materials of something great that no longer has any context and fails to serve its purpose.

Writing is a broad practice with plenty of different specialisms. As a marketer, you’ll need to be well-versed in all types of writing, utilised in different areas of a campaign and as part of the creation process.

Generally speaking, there are four types of writing you’ll want to master:

Persuasive Writing — Perhaps the most obvious of the four, you’ll need to know how to make propositions attractive to generate sales from your advertisements.

Informational Writing — Marketers can often fall into sales-y scripture when sometimes clarity and accuracy is what’s needed. Informational writing has never been so in demand.

Formal Writing — Formal writing has always been heavily involved in marketing for professional pieces like journalistic reporting, press releases and whitepapers. However, continued scrutiny on data regulations and increased transparency are forcing a formal approach to become more commonplace as marketers explain policies, customer rights and legislation.

Informal Writing — Most advertising is written in an informal style, as though brands are chatting to a group of friends. You’ll deploy informal writing in captivating email marketing headlines, entertaining blogs and engaging website copy to name a few formats.

Some of these approaches will merge depending on the format a marketer is using. For example, a press release is usually formal and informational, while a blog can be informal and persuasive.

Here are a few writing formats marketers will need to master:

Whitepapers
Press Releases
Email Marketing
Social Media Posts
Website Copy
Creative Briefs
Written Feedback
Policy Writing

This list is not exhaustive and you’ll notice the above formats span across both public-facing and employee-facing documents.

That’s right. Marketing managers , in particular, will need to sharpen their written skills to deliver effective communication to more than just their brand’s target audience.

As a manager, you’ll need to be able to write compelling yet clear briefs for your team to follow and give eloquent and tactful feedback, as well as possess an entire range of other communication skills .

If you feel like you have your approach to writing down to an art, the fun doesn’t stop there.

There are some rules you should follow to increase the quality of your writing. These rules apply to all writing professions, but they’re particularly important to marketers who carry the reputation of their brand on their shoulders.

Rule #1 Active Voice

Perhaps the simplest and most effective rule to follow is to avoid passive voice. This means opting for an active voice that sticks to the present tense and avoids talking about scenarios as if they are in the past.

This approach is particularly effective for marketing communication as it forces your writing to feel relevant, direct and concise.

The easiest way to check your use of active voice is by using the Hemingway app .

As well as flagging complex sentences and adverbs, Hemingway will highlight any passive words and phrases in green.

You can rework your text in the app and see your changing writing grade in the top right-hand corner of the screen.

Infographic showing example between passive and active voice

Image via matthewdevitt.com

Rule #2 Sentence and Writing Structure

Using active voice should encourage you to write simpler sentences. However, it is worth baring writing structure in mind as a separate rule.

This rule will help you to remove fluff in your writing and stop readers from being put off by huge clumps of text.

As well as paying attention to sentence structure, you should be wary of the overall structure of your piece.

For example, each piece of writing should have a compelling headline. Seriously, marketers can spend the majority of their writing time crafting the perfect headline.

Writing should also be split between logical paragraphs no longer than three to four sentences in length.

Expert marketers think about writing structure before they begin putting pen to paper. They’re likely to sketch out the headline and subheadings of their piece first and brainstorm the content after. This all ties in with the essential planning skills marketers should have.

Infographic showing the perfect copywriting structure

Image via reyedwards.com

Rule #3 Grammar, Spelling and Punctuation

Marketers, Grammarly is your friend.

It will point out spelling mistakes, grammar issues and complex words to make your prose professional.

The app can also help you if you want to spice up your writing by suggesting synonyms of words if you double click the word in question.

This step takes around four to five minutes and can alter the level of your work from a hypothetical D grade to an A grade.

After all, nobody trusts a brand with careless spelling or unfortunate grammar mistakes.

As the process is so quick, we suggest using this to vet all of your written communication, whether that be an internal report or a quick email.

You can also download Grammarly as a Chrome extension so you can see issues appear in real-time.

Rule #4 Rereading Your Work

Although applications can refine and tweak work on your behalf, you shouldn’t solely rely upon them.

You should still reread your work after all structural and grammar changes are made.

Does the content still flow in the same way and have the same sentiment? Is the point you’re making or the idea you’re conveying clear to the reader?

These are the type of questions that can only be answered by a human.

As a marketer, it’s a smart move to employ a meticulous editor who may point out these oversights for you. However, you should still scan your work before submitting to streamline the process.

Rule #5 Fact Check

Remember when we said formal writing was more commonplace due to changing customer behaviour and data?

Well, so is fact-checking. And this is non-negotiable.

The rise of online misinformation, tighter advertising guidelines and the need to write important disclaimers means marketers must be accurate with their information.

This is especially true if you’re writing content Google considers as YMYL (Your Money Your Life) .

For those of you who aren’t familiar with the term, YMYL content is any type of writing that could influence a life-altering decision. We associate YMYL content with sectors like finance, medicine and law.

Ideally, content in these fields should be written by experts with qualifications in the subject. However, as a marketer, you can write effective content as an amateur by quoting expert resources and doing thorough research.

Rule #6 Write for a Purpose

This final rule is imperative for commercial writing that aims to convert customers.

As a marketer, you should always write for a purpose — meaning a reader should have no confusion as to why they are reading the content or what they should do next.

Although the purpose of the piece might be clear at the start of writing, this laser-focus can get lost in translation.

Always do a final check of your work to ask yourself if you would understand the text if you were viewing it for the first time. And what would you do next?

If your answer is unclear, you might want to review your headline and call to action to strengthen the overall message.

In this final sign-off period, it’s a good idea to get a second opinion on the matter.

Try asking your peers their experience of reading the content as a first-time reader.

This objective insight should allow you to decide whether a piece is ready for publication — or not.

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Rhetoric: The Art of Persuasive Writing and Public Speaking

Gain critical communication skills.

This Harvard online course introduces learners to the art of persuasive writing and speaking and teaches how to construct and defend compelling arguments.

What You'll Learn

We are living in a contentious time in history. Fundamental disagreements on critical political issues make it essential to learn how to make an argument and analyze the arguments of others. This ability will help you engage in civil discourse and make effective changes in society. Even outside the political sphere, conveying a convincing message can benefit you throughout your personal, public, and professional lives.

We will be using selected addresses from prominent twentieth-century Americans—including Martin Luther King Jr., John F. Kennedy, Margaret Chase Smith, Ronald Reagan, and more—to explore and analyze rhetorical structure and style. Through this analysis, you will learn how speakers and writers persuade an audience to adopt their point of view.

Built around Harvard Professor James Engell’s on-campus course, “Elements of Rhetoric,” this course will help you analyze and apply rhetorical structure and style, appreciate the relevance of persuasive communication in your own life, and understand how to persuade and recognize when someone is trying to persuade you. You will be inspired to share your viewpoint and discover the most powerful ways to convince others to champion your cause. Join us to find your voice!

The course will be delivered via edX and connect learners around the world. By the end of the course, participants will be able to:

When and how to employ a variety of rhetorical devices in writing and speaking
How to differentiate between argument and rhetorical technique
How to write a persuasive opinion editorial and short speech
How to evaluate the strength of an argument
How to identify logical fallacies in arguments

Course Outline

Define the term "rhetoric."
Articulate the importance of effective communication
Summarize the history of rhetorical study, from the ancient Greeks to the modern-day
Identify the parts of discourse
Define the three modes of appeal
Identify tropes and schemes, and explain their use in composition
Compose an opinion editorial on a topic of your choice
Analyze Martin Luther King, Jr.’s “I Have a Dream…” speech
Define inductive reasoning and some of its associated topics
Identify instances of inductive reasoning in writing and speech
Define deductive reasoning and some of its associated topics
Identify instances of deductive reasoning in writing and speech
Recognize and evaluate the strength of an argument's refutation
Apply the elements of rhetoric you have learned so far into the final draft of your op-ed
Analyze Sarah Brady’s Democratic National Convention Keynote Speech
Analyze Charlton Heston’s speech on the Second Amendment
Define “inductive reasoning” and some of its associated topics
Define “deductive reasoning” and some of its associated topics
Recognize and evaluate the strength of an argument’s refutation
Apply the elements of rhetoric you have learned so far in the final draft of your op-ed
Describe the origins of the practice of oratory
Recognize ways in which orators tailor their writing for the spoken word
Describe techniques for effective public speaking, both prepared and extemporaneous
Brainstorm ideas for your own short speech
Analyze Joseph McCarthy’s “Enemies Within” speech
Analyze Margaret Chase Smith’s "A Declaration of Conscience" speech
Identify the modes of appeal and the logical reasoning of the featured speeches
Identify both common and special topics used in these speeches, like cause and effect, testimony, justice and injustice, and comparison, and begin to recognize their use in other speeches
Identify examples from these speeches of logical fallacies including the either/or fallacy, the fallacy of affirming the consequent, the argument ad hominem, the argument ad populum, begging the question, the complex question, and the use of imprecise language
Discuss the importance of winning and keeping an audience’s trust and the pros and cons of attempting to tear down their confidence in an opponent
Define for yourself the definition of "extremist rhetoric," debate its use as a political tool
Consider the moral responsibilities of those who would seek to persuade others through language
Discuss how the audience and the desired tone for a speech can influence diction (word choice)
Compare the effects of using passive vs. active voice, and first-person vs. other tenses in a speech
Discuss the effectiveness of the use of symbolism in writing and speech
Define hyperbole, antimetabole, and polysyndeton, and identify when these devices might be appropriate and useful in terms of persuasion
Describe techniques for connecting with your audience, including storytelling and drawing on shared experience

Your Instructor

James Engell is Gurney Professor of English and Professor of Comparative Literature, also a member of the Committee on the Study of Religion, and a faculty associate of the Harvard University Center for the Environment. He has also directed dissertations in American Studies, as well as Romance Languages & Literatures (French).

Education: B.A. 1973, Ph.D. 1978 Harvard

Interests: Romantic, Eighteenth-Century, and Restoration British Literature; Comparative Romanticism; Criticism and Critical Theory; Rhetoric; Environmental Studies; History and Economics of Higher Education

Selected Works: The Call of Classical Literature in the Romantic Age (2017, ed. with K. P. Van Anglen) and contributor, "The Other Classic: Hebrew Shapes British and American Literature and Culture." William Wordsworth's Prelude (1805), edited from the manuscripts and fully illustrated in color (2016, ed. with Michael D. Raymond). Environment: An Interdisciplinary Anthology (2008, ed. with Adelson, Ranalli, and Van Anglen). Saving Higher Education in the Age of Money (2005, with Anthony Dangerfield). The Committed Word: Literature and Public Values (1999). Coleridge: The Early Family Letters (1994, ed.). Forming the Critical Mind (1989). Johnson and His Age (1984, ed. and contributor). Biographia Literaria for the Collected Coleridge (1983, ed. with W. Jackson Bate). The Creative Imagination: Enlightenment to Romanticism (1981).

Ways to take this course

When you enroll in this course, you will have the option of pursuing a Verified Certificate or Auditing the Course.

A Verified Certificate costs $209 and provides unlimited access to full course materials, activities, tests, and forums. At the end of the course, learners who earn a passing grade can receive a certificate.

Alternatively, learners can Audit the course for free and have access to select course material, activities, tests, and forums. Please note that this track does not offer a certificate for learners who earn a passing grade.

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What Are the Best Practices for Writing Effective Marketing Speech?

In marketing, capturing and holding an audience’s attention is a constant battle. But fear not, marketing warriors! The trusty marketing speech remains a powerful tool that not only inform and educate potential customers, but also inspire them to take action – the ultimate goal of any marketing campaign.

However, crafting a compelling marketing speech is no walk in the park. It requires careful planning, strategic messaging, and captivating delivery. Here, we delve into the best practices to ensure your marketing speech resonates with your audience and leaves a lasting impression.

Editing your Message with respect to your audience for maximum outcome

The foundation of any successful marketing speech lies in understanding your audience. Who are you speaking to? What are their needs, wants, and pain points? Conduct market research, analyze customer demographics, and consider the specific event or platform where you’ll be presenting. By tailoring your message to their specific interests and challenges, you’ll establish a connection and ensure your speech holds relevance for them.

A Hook should be used to lure the audience for a positive result

First impressions matter. The opening of your marketing speech is your golden opportunity to grab your audience’s attention and set the tone for the rest of your presentation. Here are a few tips for a captivating opening:

Open with a surprising statistic, a thought-provoking question, or a relatable anecdote that piques their curiosity and compels them to listen further.
Humans are hardwired to connect with stories. Weave a narrative that showcases the challenges your audience faces and how your product or service offers a solution – tell a story.
Address a common problem your target audience faces and demonstrate how your offering alleviates it – highlight a pain point.
Solution of audience’s problem should be a part of your Marketing Speech

Every effective marketing speech follows a clear structure. Here’s the golden triangle to keep in mind:

Problem: Clearly define the challenges or pain points your target audience faces.
Solution: Introduce your product or service as the answer to their problems. Focus on the benefits and value proposition of your offering.
Value: Emphasize how your solution will improve their lives, solve their problems, or make their work easier. Quantify the value proposition whenever possible with data or testimonials.
Keep it Clear and Concise

Don’t overwhelm your audience with technical jargon or excessive information overload. Focus on clear, concise language that is easy to understand. Use powerful verbs, vivid imagery, and short, impactful sentences to keep your audience engaged.

Providing visuals is a great option to increase their attention span

Don’t rely solely on words to paint a picture. Incorporate visuals like data charts, infographics, product demos, or even customer testimonials into your presentation. Visuals not only break up text and enhance understanding, but they also make your speech more dynamic and memorable.

Call to action (CTA)

Don’t leave your audience hanging after a captivating presentation. Clearly state your call to action (CTA) – what do you want them to do after hearing your speech? This could be anything from visiting your website to requesting a free trial or making a purchase. Make your CTA strong, specific, and easy to follow.

Practice speech deliverability

Practice your speech out loud, ideally in front of a trusted friend or colleague. This allows you to refine your timing, identify areas that need improvement, and ensure your delivery is polished and confident.

Be natural!

Beyond the technical aspects, authenticity is crucial. Believe in your product or service, and let your passion for what you do shine through in your delivery. Your enthusiasm is contagious, and it can make a significant impact on how your audience perceives your message.

Storytelling

People connect with stories. Incorporate relatable anecdotes, customer success stories, or even historical examples into your speech. Stories not only make your presentation more engaging, but they also help your audience connect with your message on an emotional level.

10. Q&A: A Gift of Understanding

The Q&A session after your speech is a valuable opportunity to engage further with your audience and address any lingering questions or concerns. Think of it as a gift of understanding – a chance to clarify your message and provide them with the information they need to make informed decisions.

Here’s how to make the most of the Q&A:

Anticipate Potential Questions: Before your speech, brainstorm the questions your audience might have. Prepare thoughtful responses that build on your presentation and address any potential concerns.
Active Listening is Key: Pay close attention to each question. Don’t interrupt, and acknowledge the questioner before responding.
Clear and Concise Responses: Provide clear, concise answers that address the specific question asked. Avoid technical jargon and ensure your response is easy for everyone to understand.
Expand When Necessary: If a question offers an opportunity to delve deeper into a specific point or showcase a different aspect of your product or service, do so strategically. However, be mindful of time constraints and avoid going off on tangents.
Embrace the Opportunity: The Q&A session isn’t just about answering questions; it’s about building trust and rapport with your audience. Use this time to showcase your expertise and enthusiasm for your product or service.

Bonus Tip: Offer a Gift for Participation:

Consider offering a small gift , like a discount code, a free trial, or a branded giveaway item, to incentivize audience participation in the Q&A session. This is a great way to thank them for their time and encourage them to take the next step with your brand.

By following these tips, you can transform the Q&A session from a formality to a valuable opportunity to connect with your audience and leave a lasting impression. Remember, the goal is to provide a gift of understanding and build trust with potential customers.

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Marketing Strategy / Reputation Management

How Public Speaking Can Help Your Marketing

by Carolyn Cohn · Published · Updated

Many people have a fear of public speaking. As a business owner; however, you are probably faced with situations where have no choice but to get involved with some sort of public speaking. You can conquer your fears and your public speaking efforts can help your business’s marketing campaign.

The secret behind successful public speaking

Believe it or not, there is a formula that, if followed closely, will help you to become an expert at public speaking and that expertise that you develop will, in turn, help your marketing efforts tremendously. There are a few different approaches that you can take to accomplish this.

Proving your credibility: As a public speaker, you are in a position of having to establish your credibility with your audience members. The first thing that you would do in that situation is to say something to convince your audience members that you have the experience that would make them view you as a credible source and an expert in that particular area. When it comes to connecting with your audience, you must do two things very effectively. First, you must reach them on an emotional level. Whatever you choose to say, it must be something that they react to with some sort of feeling. Second, you must convince them that you are someone whom they can trust. Trust and credibility go hand in hand and if you are able to build your credibility, you will probably be able to build your trust with those people as well.

Reaching your audience members on an emotional level: Everyone (in business and in life) has a story to tell. Your story will elicit an emotional reaction of some sort. The stronger and more effective your story is, the more powerfully your target audience will react to you. If they react to you in that manner, they will most likely eventually want to do business with you at some point. As you are telling your story, it is a great idea to use a combination of words and graphic images. One of the main reasons why images work so well is that many people are visual and they react much more to images than they do to words. An important part of your story is expressing what you stand for and your principles that surround your business. That is where the marketing side comes into the public speaking. You have a business and your business is a clear reflection of who you are. They are tied together very closely.

Using your logical side: When you are speaking in public, whatever you are expressing must be convincing to the people who are listening to you. As you are speaking, you will need to back up your information with facts from other sources so that your audience members don’t think that you pulled the information out of thin air. Credible resources go a long way. You need to back up whatever you are saying appropriately.

Making your presentation interesting to your audience: If you go on and on and it is all about you and your business, you will lose the attention of your audience. You must keep it interesting for them, yet, at the same time, you must get your point across effectively. Your presentation shouldn’t be too long and it should captivate the people who are there to listen to what you have to say. You want to keep them in the palm of your hand throughout your presentation.

Don’t just stand in one place and talk: As challenging as it might be, if at all possible, use visual aids when you are delivering your presentation. If you are able to use them effectively, they have the potential to make your presentation go from good to outstanding. They can captivate and motivate your audience members. Although it seems like such an obvious thing to do, you may be surprised to know that not everyone uses visual aids in their presentations. They really can make a tremendous difference.

Make sure that you rehearse: Practice really does make perfect. Perfecting your presentation is important for you as a presenter and it is important for you as a marketer. Even if you have a tremendous amount of experience with public speaking, you should always practice before you present. You will be much more comfortable and your efforts will come off much more smoothly. All of your hard work and effort will be obvious once you stand in front of your audience and tell them what you want them to know.

Developing your public speaking skills will help your marketing efforts (and results) tremendously. They truly go hand in hand and they are both critical to the success of your business. Once you have given a presentation, you need to get extra mileage out of it by continuing to interact with the people who attended your presentation. That is just the beginning of your relationship with each person who attended. The relationships will blossom and you will have many productive, fruitful years together. There are many different ways to pursue your public speaking opportunities, which you can then tie into your marketing efforts. You should think of public speaking as a form of marketing that works in tandem with the more traditional forms of marketing that you are probably using.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee .

Carolyn Cohn is the Co-Founder & Chief Creative Services of CompuKol Communications . Carolyn manages CompuKol’s creative and editorial department, which consists of writers and editors. Her weekly blogs are syndicated globally. She has decades of editorial experience in online editing, and editing books, journal articles, abstracts, and promotional and educational materials. Carolyn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.

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Via LinkedIn Groups Group: Non-Fiction Writers Discussion: Do You Use Public Speaking for Marketing?

I think speaking can help promote your books. I usually do pretty well at selling my books if I’m conducting a workshop at a writers conference or speak at a library. I would like to do it more often. By Dianne G. Sagan

Via LinkedIn Groups Group: Social Media Consulting Discussion: Do You Use Public Speaking for Marketing?

It’s amazing how much easier it is to make a sale once your prospects connects with you emotionally. You really don’t have to give a “charismatic, once-in-a-lifetime” type presentation. If you will just exhibit the courage to connect authentically, the people who need help will raise their hand and say so. By Alzay Calhoun

Via LinkedIn Groups Group: Northern New Jersey Networking Group Discussion: Do You Use Public Speaking for Marketing?

Public Speaking is a tremendous asset. Whenever I speak at conferences and trade shows I not only establish instant credibility for my company but generate new business from new customers I would not have had the opportunity to reach.

One Caveat: You’ve got to be good at this otherwise you will generate the opposite effect. By John Rovito

I agree with John, that public speaking is a great asset. I am able to provide valuable service and information to a larger group than just speaking 1:1 with my clients. I have also learned the importance of making an offer of a gift of time with me at the end of my talks so that it further increases my connections with new people who are in need of the services I provide. And yes, it’s all about practicing… after all, anything worth doing, is worth doing well.. it’s your reputation on the line… By Loren Gelberg-Goff, LCSW, CHt

Via LinkedIn Groups Group: Step Into The Spotlight! Discussion: Do You Use Public Speaking for Marketing?

What i do i have lisp and stammer please? By William C

William –

When a salesperson’s product has a built-in objection, we teach ’em to “Bring it up first and brag about it.” I have a friend who built his speaking career around being short!

Google “Glen W. Turner” and watch how he became a wonderful speaker in spite of/because of a severe speech impediment!

Your audiences will be pulling for you, I promise! By Ben Gay III

Via LinkedIn Groups Group: Small Biz Forum | The Group for Small Business Owners & Professionals Discussion: Do You Use Public Speaking for Marketing?

Personally i don’t although it does have some great benefits, audiences can really engage with you as a person and not a company, they have the opportunity to ask you questions, and frankly if you are good you can convert a lot of people in a single day.

Maybe some day if i’m invited to an event i wouldn’t mind sharing some knowledge.

Thanks for sharing By Jimmy James

Yes, a speaking engagement has worked well of me. Any local group, class or club is fair game. Would like to do more but have limited the range to a one hour drive.

Have been thinking of doing a video of my talk and making it available to groups or clubs across the country. By Bradford Smith

I have in the past. In the near future that is coming again. I LOVE speaking and I’m trained for it… it’s a blast! It’s even more of a blast when making money. By Don Purdum

Via LinkedIn Groups Group: Professional Writers Discussion: Do You Use Public Speaking for Marketing?

Like a great elevator speech and resume, public speaking is a must today! By Patrick Burris

I engage in public speaking more as a facilitated conversation to add value and share strategies. I encourage my clients to do the same, as it provides the opportunity to become an expert and/or the “go to” person on issues and topics.

How are you engaging in public speaking as a problem solver with a call to action? By Lisa Heintzelman

Public speaking can be a great marketing tool. I personally love it. It creates a bond and connection with the audience like nothing else can. By Ana Rosenberg

Yes, Ana, creating a connection is essential. People like to do business with who they know, like, and trust. Using public speaking within your educational/engagement marketing strategy, enhances interaction.

This brings the question, How are you interacting with individuals to offer value and provide the opportunity to buy? By Lisa Heintzelman

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Advertisement Speech Examples: How to Persuade and Captivate

Post author By support
Post date October 5, 2023

Ever wondered how certain advertisements grab your attention and convince you to buy a product?

Well, it all starts with a captivating commercial speech.

In this fast-paced world, companies rely on well-crafted advertising campaigns to stay competitive.

From catchy slogans to persuasive storytelling, these advertisements hold the key to success.

Join us as we take a closer look at the power of advertisement speech examples and uncover the secrets behind their effectiveness.

Get ready to dive into the fascinating world of advertising and discover how a few carefully chosen words can lead to long-term business prosperity.

advertisement speech examples

Well-written commercial speeches in product advertising are crucial for capturing the audience’s attention and promoting profitable products while maintaining company integrity.

To create effective commercials, it is important to conceptualize the product, identify the target audience, and highlight the benefits it offers.

Strong writing skills and a good grasp of the English language are essential in crafting compelling commercial speeches.
Multiple drafts and table reads help ensure the speech’s effectiveness.
Converting the speech into an actual commercial involves presenting it to business partners and customers for feedback.

Examples from Nike, Gatorade, Trivago, and Corona demonstrate the power of well-written commercial speeches in creating successful advertisements.

Ultimately, these speeches contribute to a company’s financial success, visibility, and long-term sustainability.

Key Points:

Well-written commercial speeches are crucial for capturing the audience’s attention and promoting profitable products while maintaining company integrity.
Conceptualizing the product, identifying the target audience, and highlighting benefits are important in creating effective commercials.
Examples from Nike, Gatorade, Trivago, and Corona demonstrate the power of well-written commercial speeches.

Sources 1 – 2 – 3 – 4

💡 Did You Know?

1. Did you know that the world’s first recorded advertising speech dates back to ancient Egypt? In 3000 BC, town criers were employed by merchants to promote their products and services in crowded marketplaces. 2. The famous tagline “Got Milk?” first appeared in a 1993 ad campaign by the California Milk Processor Board. It became so successful that it was licensed for use in 61 countries and translated into 24 different languages. 3. The world’s shortest-ever commercial was just two frames long. Created by Nissin, a Japanese food company, the ad aired in 2012 for only one hundredth of a second, flashing an image of their product onscreen. 4. In 1950, the first TV commercial to be aired in the United Kingdom featured a brand of toothpaste called Gibbs SR. However, it was not successful, as toothpaste wasn’t aesthetically appealing on black and white TV screens. 5. Advertising jingles can be surprisingly effective. In a study conducted by the Department of Psychology at Canisius College, researchers found that people were more likely to remember information presented in a jingle compared to spoken words alone.

Importance of Well-Written Commercial Speeches

In the world of product advertising, well-written commercial speeches play a crucial role in capturing the attention and interest of both current and potential customers . With the ever-increasing competition in the market, a strong commercial speech has the power to make or break the success of a product . It serves as the voice of the brand , conveying its value proposition and creating a lasting impression in the minds of consumers.

A well-written commercial speech not only helps in gaining an audience but also contributes to the profitability of the product. It has the potential to influence consumer behavior , encouraging them to make a purchase. Additionally, commercial speeches play a vital role in maintaining the integrity and reputation of the company . By presenting the product or service in a compelling and trustworthy manner, companies can establish a strong brand image in the market.

Well-written commercial speeches capture attention and interest.
They convey the brand’s value proposition.
They contribute to the profitability of the product.
They influence consumer behavior.
They help maintain the integrity and reputation of the company.

Types of Commercial Speeches

Commercial speeches come in various forms, each tailored to suit the specific goals and target audience of a product.

Informative speeches aim to educate the audience about the product or service being advertised. They provide details on features, benefits, and functions, giving potential customers a clear understanding of what they can expect. These speeches are particularly effective for products that require explanation, such as technological gadgets or complex services.

On the other hand, persuasive speeches focus on convincing the audience to take a desired action, often to purchase the product or service. These speeches employ persuasive techniques such as emotional appeal, logical reasoning, and social proof to sway consumer decision-making.

Humorous speeches , as the name suggests, utilize humor to capture the attention and create a positive association with the brand. By presenting the product in a lighthearted and entertaining manner, these speeches can leave a lasting impression on the audience, making the product more memorable.

Informative speeches educate the audience about the product or service.
Persuasive speeches convince the audience to take action, such as purchasing the product.
Humorous speeches use humor to create a positive association with the brand.

“Commercial speeches come in various forms, each tailored to suit the specific goals and target audience of a product.”

Capturing Audience Attention in the First 5 Seconds

In the fast-paced world of advertisements, capturing the audience’s attention within the first five seconds is crucial. With countless distractions and limited attention spans, this brief window of time determines whether the audience will continue watching or simply scroll past.

To make a strong impact in those few seconds, commercial speeches often rely on attention-grabbing tactics such as bold visuals, unexpected statements, or intriguing questions . By creating a sense of curiosity or triggering an emotional response, commercials can effectively hook the audience and keep them engaged throughout the ad .

The first few seconds of a commercial should pique the audience’s interest and establish a connection with the product or brand . Whether it’s through a compelling visual, a captivating voiceover, or an attention-grabbing soundbite, the goal is to leave the audience intrigued and wanting to know more .

Capturing the audience’s attention within the first five seconds is crucial in the fast-paced world of advertisements.
Commercial speeches often rely on attention-grabbing tactics such as bold visuals, unexpected statements, or intriguing questions .
By creating a sense of curiosity or triggering an emotional response , commercials can effectively hook the audience and keep them engaged throughout the ad.
The first few seconds of a commercial should establish a connection with the product or brand to leave the audience wanting to know more.

Purpose of Commercial Speeches

At their core, commercial speeches serve three main purposes:

Gaining an audience : Commercial speeches act as a gateway to gain a wider consumer base. The strength of the speech determines whether potential customers will take the time to explore the product further, leading to increased visibility and potential sales.

Making the product profitable : A well-crafted speech can build excitement, differentiate the product from competitors, and ultimately convince consumers to make a purchase. The success of a product often relies on the influence and persuasive power of its commercial speech.

Maintaining company integrity : Commercial speeches serve as a reflection of a company’s values and brand image. By crafting speeches that are genuine, trustworthy, and aligned with the brand’s message, companies can establish themselves as reliable and reputable in the eyes of consumers.

“ Commercial speeches are essential for maintaining the integrity and reputation of a company. “

Gaining an audience
Making the product profitable
Maintaining company integrity

Cost and Resources for Creating Commercials

Creating commercials can be expensive for companies, requiring significant financial resources and the expertise of third-party companies or in-house multimedia departments . The production, filming, editing, and distribution of a commercial involve a multitude of expenses:

Hiring actors
Renting equipment
Securing shooting locations
Investing in post-production editing

To create a high-quality commercial , companies often rely on specialized agencies or in-house creative teams with experience in visual storytelling and persuasive communication . These professionals understand the nuances of crafting an effective commercial speech and have the technical expertise to bring the vision to life.

While the costs of creating commercials can be significant, the return on investment can be equally rewarding . A well-executed commercial has the potential to:

Generate substantial profits
Achieve brand recognition
Create long-term sustainability for a company.

Note: Creating commercials can be an expensive endeavor, involving significant financial resources and the expertise of third-party companies or in-house multimedia departments. The production includes various costs, such as hiring actors, renting equipment, securing shooting locations, and investing in post-production editing. To ensure high quality, companies often rely on specialized agencies or in-house creative teams with experience in visual storytelling and persuasive communication. These professionals understand the nuances of crafting effective commercial speech and have the technical expertise to bring the vision to life. Despite the costs, a well-executed commercial can result in substantial profits, brand recognition, and long-term sustainability for a company.

Tips and Guidelines for Writing Commercial Speeches

Writing a compelling commercial speech requires a combination of creativity , strategic thinking , and a deep understanding of the target audience. Here are some tips and guidelines to help create an impactful commercial speech:

Understand the product or service : Before writing the speech, take the time to thoroughly understand the product or service being advertised. Identify its unique selling points, benefits, and target audience. This knowledge will inform the tone, style, and content of the speech.

Grab attention from the start : The first few seconds of a commercial are crucial. Start with a strong hook that immediately captures the audience’s attention and establishes the core message of the speech.

Highlight benefits and appeal to emotions : Focus on showcasing how the product or service solves a problem or enhances the lives of consumers. Emphasize the benefits and use emotional storytelling techniques to create a strong connection with the audience.

Keep it concise and memorable : Commercial speeches should be concise, avoiding unnecessary fluff or lengthy explanations. Use simple and memorable language, with a clear call-to-action that prompts the audience to take the desired next step.

Test and refine : To ensure the effectiveness of the speech, create multiple drafts and conduct an act out or table read. This allows for feedback and refinement of the speech, ensuring it resonates with the intended audience.

Adapt to different platforms and formats : Consider how the speech will be delivered across various mediums such as television, online platforms, or radio. Tailor the speech to suit each platform’s specific requirements and audience preferences.

Conceptualizing the Product/Service Being Advertised

Conceptualizing the product or service being advertised is a critical step in creating a compelling commercial speech. This involves delving into the core aspects of the product and understanding its unique value proposition .

To effectively conceptualize the product or service, it is necessary to focus on how it works , who the target audience is , and how it specifically benefits customers . By identifying these key elements, a strong foundation can be built for crafting a persuasive and impactful commercial speech .

During the conceptualization process, consider the product’s features and how they address the needs and desires of the target audience . Additionally, evaluate how the product stands out from competitors and what sets it apart in the market. Understanding these factors will enable the creation of a speech that effectively communicates the product’s value and appeal .

Importance of Strong Writing Skills in Commercial Speeches

Strong writing skills and a good grasp of the English language are crucial when creating commercial speeches . The words chosen, sentence structure, and overall composition play a pivotal role in delivering a powerful message to the audience.

Well-written commercial speeches are characterized by their ability to convey the intended message clearly, concisely, and persuasively . They use language that resonates with the target audience, evoking emotions and driving action . By employing various rhetorical techniques, such as alliteration, rhetorical questions, and power words , writers can captivate the audience and leave a lasting impression.

Moreover, effective communication through writing establishes credibility and trust with the audience. Companies that excel in written communication demonstrate professionalism , attention to detail , and a commitment to excellence , which can significantly enhance their brand image.

Good writing skills and a strong understanding of English are crucial in creating commercial speeches.
Well-written speeches convey the intended message clearly, concisely, and persuasively.
The use of rhetorical techniques such as alliteration, rhetorical questions, and power words can captivate the audience.
Effective communication through writing establishes credibility and trust with the audience.
Companies that excel in written communication demonstrate professionalism, attention to detail, and a commitment to excellence, enhancing their brand image.

“The words chosen, sentence structure, and overall composition play a pivotal role in delivering a powerful message to the audience.”

Drafting and Prepping Commercial Speeches

Drafting and preparing commercial speeches require a meticulous approach to ensure their effectiveness . It is rare for a speech to be perfect on the first attempt, which is why multiple drafts and revisions are necessary to refine the content and messaging.

Start by outlining the speech structure, identifying key points , and organizing them in a logical flow. This framework will serve as a roadmap for the writing process. As you write, pay attention to clarity , conciseness , and the overall impact of the speech. Ensure that every word contributes to the message and that the language used is appropriate for the target audience .

Once the initial draft is completed, conduct an act out or table read to test the speech’s effectiveness. Invite colleagues or friends to listen and provide feedback. This exercise helps identify areas that may require clarification, revision, or a more persuasive approach.

Feedback and Criticism for Commercial Speeches

Feedback and constructive criticism play a crucial role in improving commercial speeches. Before finalizing the speech, it is important to present it to business partners and potential customers for their input.

The feedback received helps identify any weaknesses , areas for improvement, or points that may not connect with the intended audience. Constructive criticism should be embraced as an opportunity to refine and strengthen the speech, making it more compelling and impactful.

By incorporating valuable feedback , commercial speeches can be fine-tuned to resonate better with the target audience and achieve the desired objectives . Effective collaboration with others is essential in shaping the speech into a persuasive and captivating piece of content.

Well-written commercial speeches hold immense significance in creating successful advertisements. They are a powerful tool for capturing the audience’s attention , persuading consumers to make a purchase, and maintaining the integrity of a company. With careful attention to writing skills, conceptualization, and strategic delivery, commercial speeches can drive financial success, increase visibility, and ensure the long-term sustainability of a company .

How do you start an advertising speech?

To begin an advertising speech, it is important to express gratitude to the organizers and audience for their presence. Expressing sincere appreciation sets a positive tone for the speech and creates a good rapport with the audience. Following this, a positive statement can be made to capture the attention of the audience and create a sense of excitement or curiosity. Connecting the positive statement to the topic of the speech helps engage the audience and piques their interest right from the start. Additionally, making a shocking statement can also be a captivating way to start the speech, as it immediately grabs attention and generates intrigue. This approach can be especially effective when the statement is related to the topic being discussed, creating an immediate sense of relevance.

What is an example of commercial speech in advertising?

One example of commercial speech in advertising is the use of social media influencers promoting products or services. With the rise of digital platforms, companies partner with influential individuals who have a large following on social media to endorse their products. These influencers create entertaining and informative content to engage their audience and subtly promote the products, essentially turning their social media presence into a platform for commercial speech.

Another example is the use of targeted ads in online searches or social media platforms. Companies leverage user data to tailor advertisements specific to individuals’ interests and demographics. These targeted ads aim to capture the attention of potential customers by displaying relevant products or services in a manner that is persuasive and appeals to the user’s needs or desires. This form of commercial speech relies on personalization and precision to effectively influence purchasing decisions.

What is advertising speech?

Advertising speech refers to the persuasive communication employed by businesses with the purpose of generating revenue or profit. This type of speech is primarily focused on promoting a business’s product or service and enticing potential consumers to make a purchase. Through various mediums such as print, television, or online platforms, advertising speech aims to capture the attention of its audience and effectively convince them of the value and benefits of the offering. By using techniques such as appealing visuals, compelling messaging, and strategic targeting, businesses employ advertising speech to entice and persuade consumers to engage with their brand.

How do you write a commercial speech?

When crafting a commercial speech, it is crucial to consider the product or service’s functionality and understand its target audience. Begin by comprehending how the product operates and highlight its unique features that set it apart from competitors. Next, identify the main customers and their needs to tailor the speech accordingly. Lastly, emphasize the benefits that customers can derive from using the product, addressing any pain points they may have. By staying focused on the product and its value to customers, a well-crafted commercial speech can effectively communicate its message and drive interest and engagement.

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19 Persuasive Marketing Techniques For Product Descriptions That Sell

Darren DeMatas

November 30, 2023

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In addition to receiving commissions generated through affiliate marketing, we are able to fund our independent research and reviews at no extra cost to our readers. Learn more.

People don’t read online; unless they’re about to spend money—then they scrutinize each word.

Design, SEO , and advertising can only get you so far. If you want to accelerate sales online, you need persuasive copy. According to Harvard Business professor Gerald Zaltman, 95% of our purchase decision occurs in the subconscious mind. Most marketers ignore how our brains work and fight against human psychology.

With a few persuasive writing techniques, you’ll be able to write compelling copy quickly and sell more products.

“The principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.” Claude C. Hopkins

This is a mammoth post, so I added links to sections for you TL;DRs out there.

Use Repetition To Make Your Claims Believable
Use Maslow To Match Search Intent
Turn Shoppers Into Buyers With Benefit-Focused Copy
Use Forum Research To Get Inside Your Buyers’ Mind
Use Sensory Words To Connect With Your Buyer’s Subconscious
Use Scarcity To Boost Sales
Use Micro Commitments To Turn New Customers Into Big Spenders
Use The Blemishing Effect To Increase Trust
Amplify Your Top Pages With Power Words
Improve Ad Performance by “Borrowing” from Tested Copy
The Disrupt and Reframe Technique (DTR)
Use Buyers’ Words to Build Brand Preference
Use the Endowed Progress Effect To Build Customer Loyalty
Sway Buyers On The Fence With A Rhyming Sequence
Be Ultra Specific
Use Social Influence To Lift Conversions
Use Mini Stories to Fascinate Readers
Improve Message Recall with The Serial Position Technique
Use The Priming Technique to Make Your Marketing Their Idea

1. Use Repetition To Make Your Claims Believable

Repetition is one of the easiest persuasive writing techniques. The more someone hears your message, the more believable it is. This psychological concept is known as the ‘ illusion of truth ‘.

This technique is most effective when people are least attentive. Since the average online attention span is 8 seconds – you better be repeating your benefits throughout your product page.

Step 1: Determine The Biggest Benefit Of Your Product

Hopefully, you’ll take me up on Tip 3 and create a feature/benefit list for your product. If not, don’t overthink it. Go for the most obvious benefit.

The most obvious benefit for a jacket is weather resistance.

Step 2: Repeat The Biggest Benefit 3-5 Times

Most people will scan first before reading. So make sure you include your #1 benefit throughout your page layout. Include it in your headline, intro, subheads, bullet points and conclusion.

Calvin-Klein-Hooded-Knit-Bib-Water-Resistant-Windbreaker---Coats---Jackets---Men---Macy-s

Take a look at this Calvin Klein jacket. Macy’s wants you to believe this jacket is weather-resistant. The product page gets the point across, without mind-numbing repetition.

2. Use Maslow To Match Search Intent

Remember Maslow’s hierarchy of needs from college? Maybe you forgot because you didnt get enough good sleep . Every time your prospect uses Google search it’s out of a deep psychological desire.

Your job as a marketer is to understand that need. Your copy will be much more persuasive, and it will rank significantly better in a Google search.

Step 1: Determine The Psychological Need Of Your Product

Your job here is to address the primary psychological need behind a search for your product. Some products can meet two. But we want to keep it simple and actionable, so pick one.

Are you selling make-up or jewelry? Esteem.
Are you selling organic food? Physiological.
Are you selling antivirus software? Safety and security.

Step 2: Use Words Suited For That Mental State

Tone matters a lot in writing. Once you are through with step 1, add some words from this article to your product page.

Step 3: Anticipate Questions About Your Product

Use the keyword research to find questions about your products. This will help you match search intent from a potential customer.

Plug Your Product Page Into Google Keyword Planner
Include When, Where, Why, What and How As Required Words
Look for Concerns You Can Address On Your Product Page

Your goal with step three is to find concerns related to your product that you can address on your product page. If you still can’t find real product questions try this Twitter research trick from Ann Smarty.

Step 4: Connect Questions to Product Features

Some shoppers might be concerned about cleaning a leather jacket before buying. Your sales page should briefly address that concern. The solution is easy. Add a simple bullet that turns the question into a benefit.

Ex: “Top-grain leather that cleans easily with a microfiber cloth.”

Your updated page meets psychological, emotional needs and overcomes objections a buyer might have. Sounds like a slam dunk to me. 🙂

3. Turn Shoppers Into Buyers With Benefit-Focused Copy

No matter what product you are selling, the benefit to your customer is a better version of themselves. This is why it is so important to understand who your ideal customer is, what questions they have, and how you can help them. You’ll be wasting your time if you jam persuasive tricks into your copy. Even worse, you might come off like a manipulative idiot.

Here is a 3-step process to write benefits-focused, persuasive copy.

Make a list of your product features.
List actual benefits of using the product.
List out how those benefits make your customer’s life better OR avoid problems.

Here is a real example of a "boring product" (metal fuel cans) that I am working on

Henneke Duistermaat has an entire ebook that goes into more depth about writing benefits-focused sales copy . You can grab a copy .

4. Use Forum Research To Get Inside Your Buyers’ Mind

Would you be able to sell more products if you knew someone’s thoughts before they buy something? Of course you would!

You don’t have to do exhaustive primary research to find the right words to use, but you do you need to find out why people buy your product and use that language on your product or category page. Here’s how:

Step 1: Find Conversations about Buying Your Product

There is an online forum for just about any topic. A lot of times you, can find people who just bought a similar product, and you can see who they are and what they are chatting about. Type the following searches into Google. Just replace “keyword” with your product and “niche” with your industry.

“keyword” OR “niche” “just bought” inurl:forum
“keyword” OR “niche” “should I buy” inurl:forum
“keyword” OR “niche” “should i buy” “because” inurl:forum
“keyword”OR “niche” “just bought” “because” inurl:forum
“need help with” “keyword” OR “niche”

The following search, "racing tires" "should I buy" inurl:forum gave me over 200 people talking about what racing tires to buy.

The search term, “racing tires” “should I buy” inurl:forum surfaced 455 car enthusiasts talking about buying racing tires. This is like eavesdropping on a conversation between friends. No focus group needed. How’s that for marketing research?!

Step 2: Read The Threads and Create a Quick and Dirty Persona

In this step, your goal is to create one (yes, only one) buyer persona.

Open up a forum thread from Google search.
Click on a commenter’s profile link.

If you can’t find info about their age, location, hobbies and profession take an educated guess. Your persona should also have a name.

Step 3: Collect Answers To The 5 Questions Below:

As you research the forum threads copy and paste answers to these questions.

Why did they buy?
What are their pain points?
What concerns did they have before buying?
What is important to them when buying this product?
What do they use the product for?

Step 4: Update Your Pages

It’s easy to forget that you are writing for a person when writing on the web. Understanding the mental state of potential buyers is the most powerful market research you’ll ever do. As you update your product pages, keep James Holley in mind. He is probably anxious to burn some rubber after a long week selling insurance.

5. Use Sensory Words To Connect With Your Buyer’s Subconscious

I’m not talking about fluffing your copy up with phony adjectives. Meaningless words like “high quality” or “state of the art” send your reader’s brain into glazed state. Sensory words describe and create a feeling.

Our subconscious collects sensory data (taste, smell, sight, hearing, touch). When information is registered, sensory areas of the brain are activated .

Step 1: Observe Your Product And Create A List Of Concrete Words

Create a table in Excel with sound, sight, touch, smell and taste as headers. Observe the sensory details of your product. Don’t overthink this. If you can’t imagine it, it is not concrete. You don’t need to appeal to all five senses, and you don’t need a mega list.

Step 2: Read Customer Reviews To Find Sensory Words

In this step, you are looking for words that describe your product and the environment of how it’s used. While reading reviews, I noticed people use Crocs at the beach and inside their house.

black crocs baya clog SENSORY classic black baya crocs 5 21719 p

You don’t have to make this a grind. To combat information overload, sort the reviews by most helpful. Spend a few minutes on this step, no more. After reading the first two pages of product reviews, you’ll be able to add some words that you hadn’t thought of.

Step 3: Add Sensory Words To Your Product Description

When you tackle this step, give context to the words you use. For example, “blisters” is a very concrete, sensory word, but it is also negative. So your copy could say “ A flexible sole helps avoid foot pain and blisters from walking on hard tile floors.”

Compare our quickly crafted sentence with Kohl’s product description: “Crocs shoes are great for outdoor adventures.” (Yawn). No one buying shoes is looking for an “outdoor adventure.”

6. Use Scarcity To Boost Sales

Cialdini’s principle of scarcity states that desire to obtain something increases when there is a perception of limited availability. Research shows that scarcity increases impulse buying.

Don’t burn bridges like CoffeForLess with fake scarcity. Use this technique when you actually have a limited time offer or limited quantity.

Step 1: Create A Time Sensitive Sale

Select high margin or popular products. Install a countdown timer plugin, email your list and run a sale. There are a lot of plugins that can do this. Here are a few of them:

Sales Countdown For Woo Commerce
Sales Countdown For Open Cart
Price Countdown For Adobe Commerce
Page Expiration Robot – Countdown Timer For WordPress
Shopify Countdown Timer

Step 2: Add A Limited Quantity Alert On Product Pages

Use a plugin to show visitors a message when your inventory is low. Phrases like “Hurry! Only 1 left!” can help move customers to action. People get a thrill when they snag the last one. I know I do 🙂

Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating. There is a fundamental difference between the two. – Michel Fortin

Thinking about using scarcity tactics on your product page? Check out this in-depth article and be sure to take a non-scuzzy approach .

7. Use Micro Commitments To Turn New Customers Into Big Spenders

A high dollar sale on the first visit can be a big ask. Instead, use the principle of commitment and consistency . People want to be consistent. Once someone commits to something small, they are more inclined to continue the process.

How can you use this to increase sales?

Step 1: Ask New Customers if They Are Likely to Buy from You Again

Customers love getting an order confirmation emailed to them. Turn it into a marketing opportunity. Use automated email software like Klaviyo to add this question to the bottom of the order confirmation email:

“Are you likely to buy from us again? Yes No.”

Make the responses “Yes” or “No” hyperlinks so you can track if they are clicked. You don’t want to set up a complicated survey, work it into your regular workflow and make it as easy as possible.

Step 2: Send a Coupon/Promo Code

Customers who responded positively to your first email are likely to follow through with their original commitment. Incentivize them to be consistent by sending them a coupon to save $10 when they spend $150. The actual numbers will depend on your store. The goal is to turn them into a big spender.

You can even word the email like this:

A few weeks ago you said you would like to buy again from mystore.com. We wanted to send you a quick thanks for your recent order with a promo code to save on your next purchase. You can save $10 when you spend $150. Here are some of our most popular items (show images of products over $150). Promo code is good for 30 days.

When someone publicly declares they will do something, they are likely to carry through with that statement. This is also called the “ mere-measurement effect .”

Tip: Send the same email to people who also said no. Just remove the first sentence.

8. Use The Blemishing Effect To Increase Trust

Trying to hide the negative features of your product? Researchers from Stanford suggests you shouldn’t.

Customers can tell when you write a product description that’s 100% positive fluff. Adding in a small dose of negativity can make your product more attractive.

We find that as long as the negative information about a product is minor, your pitch [to a consumer] might be more persuasive when it calls attention to that negative, especially if consumers have already learned some positive things,” – Baba Shiv

9. Amplify Your Top Pages With Power Words

A lot has been written about the psychology behind persuasive words . Here are “must have” words for your ecommerce site.

You: Using this word forces you to focus on how customers will benefit from doing business with you.
Free: Our brains are hardwired to respond to “FREE .” Don’t overdo it.
Because : Giving your reader a reason will make your copy more persuasive. Using because helps you trigger action by giving them a specific reason.
Imagine: Research suggests that imagining using or owning a product increases the desire to own it.
New : Using this word activates the brain’s reward center and makes products seem more attractive.

Now that you know the words to use, it is time to put them to work for you.

Step 1: Use Google Analytics to Find Your Top Landing Pages

Don’t try to update all your pages at once. It is too tall of a task. Use Google Analytics to find your top 3-5 product landing pages.

Log in to Google Analytics
Click on Behavior
Click on Site Content
Click on Landing Pages

Step 2: Update the Copy To Include Those Power Words

Chances are your home page is a top landing page. Be sure to include power words, like “Free Shipping” in global elements like headers.

Use power words at the beginning and end of your product page. Include them in bulleted lists too.

10. Improve Ad Performance by “Borrowing” from Tested Copy

When you’re writing persuasive copy, it’s easy to miss the forest for the trees. If you don’t analyze competitor ad copy, you’re missing out on insights from tested copy.

Step 1: Find Out Who The Big Advertisers Are In Your Niche

Type a keyword from your niche into SEMRush along with (adwords_historical). In the example below, I used “work boots” (adwords_historical) to see all the companies advertising for that keyword. Look at their ads traffic price to get an idea of how much they are spending each month.

Stick with companies spending more than $10K per month. These companies are smart enough to test their ads and use the best performing ads the most. Avoid megastores like Amazon or Overstock.com. You’ll get too much data to analyze. You want to write persuasive copy, not analyze data.

Step 2: Review Their Ad Copy

In SEMRush type in the big spenders domain with (by uniq_ads) to see all of their ads. In the example below, I typed in workboots.com (by uniq_ads) . SEMRush will show you the ads that have the most keywords. For a company spending $10K + on PPC, you can bet that their best ads get the most keywords. Look for common themes within the ads. Pay extra attention to any benefit-focused ads.

Step 3: Update Your Copy

Your competitors spend a boatload of cash figuring out which ads sell the most products. People who shop for work boots care about new styles and slip resistance. Focus on those points when updating your copy. Also consider following these copywriting tips.

11. The Disrupt and Reframe Technique (DTR)

If you want a fast and effective method for influencing people , DTR is it.

Most of us go into auto-pilot mode when surfing the web. By disrupting your readers’ understanding on a typical phrase, you can knock them out of auto-pilot and reframe their thought process to give new meaning to the confusing phrase.

Apple’s entire marketing strategy is based on DTR.

Here is how you can do it:

Add a bizarre or confusing statement in your copy: “Retina re-envisioned”
Reframe it to give new meaning: “The moment you open the new MacBook, its gorgeous 12‑inch Retina display with edge-to-edge glass brings everything into focus. Every photo leaps off the screen in rich, vibrant detail.”

12. Use Buyers’ Words to Build Brand Preference

Have you ever bought a product because your friend told you it was “high performance” or “innovative”? No.

This is why you need to eliminate marketing speak and write for your ideal buyer.

Professional copywriters know that the most persuasive language comes directly from the customer ( see Tip #28 ). But why?

According to the Kellogg Marketing Faculty at Northwestern University , consumers seek comfort and self-expression in the brands they choose. By using your customers’ own words you can shortcut the persuasive writing process and help readers self-identify. Joanna Wiebe explains how to do this in her post , but here is the gist:

Search for customer reviews for your product on Google, Amazon or forums.
Copy memorable phrases directly from customers.
Paste them into your product pages.

Don’t copy entire paragraphs. You’re looking for emotionally charged phrases to leverage into your copy. Here are some examples from racing tires:

“quicker acceleration, better braking, smoother ride, less wear on shocks”
“Lower weight is important, but traction is more important”
“meaner tire, they have great wet traction, they stick, lots of dry traction”
“Some people whine about them on wet roads, but I had zero hydroplaning issues and I drove them through winter here in the metroplex”
“with fresh rubber”
“I love spirited driving”

You want to sound like a customer, not a marketing company. Check out some more examples here.

13. Use the Endowed Progress Effect To Build Customer Loyalty

You’ve worked super hard to get a customer, use the endowed progress effect to keep them buying from you.

Reward programs give your customers a sense that they are working towards a goal. By giving them a few extra free points, they will be more likely to buy from you again. Check out this study from USC.

To create an effective program you need:

Reward program technology. Like a plugin or points system.
A persuasive autoresponder email chain to let customers know they’re close to a reward.

Please don’t just use the boilerplate copy from the plugin. Be sure to cater it to your audience.

14. Sway Buyers On The Fence With A Rhyming Sequence

Research suggests that rhyming phrases are more believable . I am not suggesting that your product pages sound like nursery rhymes, but the “rhyme as reason” effect can help persuade people who are on the fence.

Johnny Cochran, O.J. Simpson’s lawyer, knew about this cognitive bias.

If the glove does not fit, you must acquit.

Rhyming makes copy easier to remember and ideas easier to digest. This concept is also known as the fluency effect . Rand Fishkin has an excellent white board on this topic.

Here is how you can incorporate rhyming today:

Boil your product or benefit down to the simplest word (ex. Weather Proof Jacket = rain)
Go to Rhymer.com
Find a word that rhymes with your product or benefit (ex. main)
Add the rhyming phrase to the start or end of your product description (ex. The Calvin Klein hooded windbreaker will be your main jacket to project against the rain.)

This exercise can be a lot of fun, and it will make your benefits more persuasive. Don’t overdo it, Mother Goose.

15. Be Ultra Specific

Copy has to be credible to be persuasive. We are all bombarded with generic marketing claims all day long. Precise details turn your ho-hum headlines, taglines and slogans into believable messages.

When it comes to selling products, details about problems or benefits make your copy trustworthy. Notice how the details describe the benefits of the raincoat material.

Constructed with durable, water-resistant, urethane-coated nylon taffeta and rustproof snaps; watertight bound seam construction. – REI

Ask yourself these questions to help you pull out the relevant details for your product page:

What is your product made of?
Where is your product made?
How is your product made?
How many people have used it?
Are there quantifiable features?
Are size dimensions relevant?

When you start adding irrelevant details like the number of grooves on a pen grip, you’ve gone way too far.

Online shoppers are skeptical . Adding details helps people understand you are telling the truth.

16. Use Social Influence To Lift Conversions

As we saw in Maslow’s pyramid, belonging is a basic psychological need. This is why peer pressure works. Our ideas are validated when similar people share them: this is especially true for shopping online.

71% of online shoppers read reviews before buying.

Here are two surefire ways you can use social influence on your ecommerce site:

1. Add Product Reviews

Reviews help validate your claims. It is one thing for you to say “This backpack is durable.” It’s more impactful when a customer says the same thing. By simply adding a reviews widget, Express Watches increased conversions by 58% .

It is not enough to add a widget; you have to be proactive about getting them. Once you add the widget:

Email customers who purchased your top selling products
Offer them a discount or points for leaving a review
Add an automated email asking people for a review a few weeks after receiving the products

2. Add a Recommended Products Widget

When people get stuck on a decision, they look to see what other people do. This is why a recommended products widget can help lift conversions. When people don’t find what they want, they leave. Providing additional suggestions to them might persuade them to check out other products.

17. Use Mini Stories to Fascinate Readers

Stories that relate to your audience strengthen your brand position. If your story doesn’t, your copy will come off cheesy.

Do you remember James Holley from Tip #4? He will probably appreciate a mini story about peeling out in the office parking lot on a Friday night. This story works because it’s:

Relevant to our ideal buyer and product
Simple and concise
Imagery is concrete and vivid

This mini-story would be a huge turnoff to Donna, 57, in New York City. She values safety and style when buying luxury tires. Burning rubber would run her off your site. You’re job is to tell an unexpected story that will entertain your ideal customer. Something they won’t read on an Amazon product description.

Retailer J. Peterman is known for their unique product descriptions. Check out this one.

Waxed Canvas Doctor s Bag The J. Peterman Company

18. Improve Message Recall with The Serial Position Technique

People remember what they saw first (primacy effect) or last (recency effect). Use this to your advantage. Put your best copy where it matters most.

Serial Position Effect: People tend to remember stuff at the beginning and end - the middle, not so much.

Step 1: Begin with an Ultra Short, Benefit-Rich Product Summary

When you write copy for product pages, you have to consider the design. Once you see how the information is layered on the page , make sure to put your most persuasive copy right at the beginning. Keep it short and uncluttered.

Bonus SEO tip : Use your, ultra-short persuasive intro as the meta description to improve your click-through rate from searches.

Step 2: Rearrange Your Bullets

Readers love bullet points. Don’t rattle off a bunch of product features. Make sure that your bullets are a list of benefits. Give extra love to the first and last two bullets.

Step 3: End Your Product Description with a Persuasive Message

If someone reads your entire product description, chances are they are almost ready to buy. Don’t fizzle out at the end. Give them one simple, memorable reason why they should buy this product.

19. Use The Priming Technique to Make Your Marketing Their Idea

Priming is similar to the principle of commitment and consistency Both are used to influence subsequent behavior. The main difference is that priming is the process of tapping into the subconscious mind.

Numerous studies show the priming effect in action . For example, three groups were primed with different words (rude, polite, and neutral). The group shown rude words were most likely to interrupt the interviewer. In another study , people who were shown sad faces 🙁 preferred mood-enhancing content.

Because people are influenced subconsciously, primes are perceived to be their own ideas. Remember the movie Inception? Same thing. When people think they are being “marketed to”, all bets are off.

Here are two ways you can use priming for your ecommerce site:

Use homonyms to influence buying
Use price priming to position your best products

Using Homonyms To Influence Purchase Behavior

A study from the University of Miami revealed that adding the words “bye-bye” in the web copy increased sales. This is because the word sounds like “buy.” You can use this on your product pages easily by using a sentence formula: “Say bye-bye to [problem] with [feature] that [benefit].”

Fuel can example: Say bye-bye to spilled gas with the locking nozzle that won’t leak.

As University of Chicago points out, you can also say “Good-Bye” on your order confirmation page to subconsciously influence that a “good buy” was made.

Don’t go overboard. If you use this on every page, it will lose its effect.

Using Price Priming To Sell More of Your Popular Products

This is not really a “copy writing” technique, but it can improve your sales. You can influence customers’ value perception by placing your top products next to super expensive products.

A $600 watch seems less expensive when placed next to a $2500 watch. This subconsciously influences your visitor to think the $600 watch isn’t that expensive. This is the reason why the default price setting on many ecommerce sites is “high to low.”

Another strategy is to implement a “featured” area on your category page.

New Egg's default sort option is "featured" allowing them to easily use price priming.

You can also use colors, images, and metaphors for priming .

Ready for More Sales?

Persuasive writing means marketing to the subconscious. This is where purchase decisions are made. We’ve gone through a long list of persuasive writing techniques. You don’t have to tackle them all at once. Pick one technique, and you’ll be on your way to improving product sales. Remember, moderation is key.

Enjoy this article? You’ll love my free ecommerce marketing course .

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Disciplinary Approaches to Composing Texts

Writing in Marketing

by Dr. Denise Gochenour

A marketing executive would have to be intimate with every department within their purview. He would work closely with market research reports, advertising, sales and distribution and production staff where applicable. He would compile and distribute:

financial and statistical information
write reports
monitor store and company performance
manage campaigns on social media
manage promotional activities
analyze and investigate price, demand and competition

The dominant form of writing, however, is digital, based on current trends--specifically, in content marketing.

Writing in marketing in the digital arena is positioned for information and promotion. Marketers will write newsletters, advertising, promotional emails, blogs, and as previously mentioned social media updates which include Facebook and Twitter. If you are visiting a company webpage and reading its content then you are exposed to writing in marketing from a promotional perspective. (Retrieved 6/16/16 from http://www.examiner.com/article/types-of-writing-what-is-marketing-writing. Article no longer available. )

Information posted on Twitter (140 character, photos, videos, and links to additional information) is primarily promotional, informational or company feedback. Companies also create Facebook pages to provide a presence to certain target groups especially the millennials and generation Z. The Facebook pages are promotional in its intent. LinkedIn pages are also promotional from an individual point of view. It is intended for individuals to market themselves to prospective employers. Marketing students are encouraged to create individual LinkedIn pages.

Blogs allow anyone to write what they want about a business, family, and sports and so on. Blogs make sharing the news online easy. Blogs make the information a two-way street, so once someone writes a blog, others can participate and make comments or start new discussions. What people do with blogs reflect an individual’s unique perspective which allows them to build relationships with others who might be interested in the things they write about. Bloggers work together; they read, quote and link each other’s work. Students are encouraged to read blogs and report on them.

Writing in the Marketing classroom

Students are required to complete case analyses and research papers, depending on the class. Since this discipline is an applied discipline, the objective of the case analyses is to allow the students to apply the theoretical concepts they learned in class to the case solutions. In other words, if they were the marketing manager for the company assigned, how would they solve the problem while increasing revenue and market share?

Emerging trends in writing and communication

People don’t read as much as they used to, so we have to be succinct and interactive in the way we deliver information. This trend is very evident where companies communicate with 140 characters and our marketing magazine reports are normally a page long. We need to say what we want quickly. Written reports to bosses are often one page and verbal reports are brief.

Marketing: Disciplinary Perspective

Reading in Marketing

Research in Marketing

Documentation in Marketing

Introduction to the Text
Writing is Important in your Major
Advice from Students
Making Your Writing Work: Ethos & Commonplaces
Professional Associations
Scholarship as Conversation
Genres and Finding Sources
Genres, Metagenres, and the Rhetorical Situation
Analyzing Scholarly, Trade, and Popular Sources
Library Research Overview
Introduction To Research
Research Process
Choosing a Topic
Determining Genres
Trouble Finding Sources
Videos Overview
Special Education
Annotated Writing Samples
Agricultural Education Overview
Documentation
Scholarly Writing Sample
Business Administration Overview
Communication Studies Overview
Student Writing Sample
Computer Science Overview
Education Overview
Environmental Science Overview
Exercise Science Overview
History Overview
Justice Administration Overview
Literary Studies Overview
Marketing Overview
Math Overview
Nursing Overview
Philosophy Overview
Professional Writing and Communication Overview
Videos (English)
Social Work Overview
Special Education Overview

5 Simple Marketing Tips for SLPs

Marketing your speech-language pathology practice can be complicated, but it doesn’t have to be—if you have a solid plan.

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Marketing your speech-language pathology (SLP) practice with a goal of increasing new patient volume can be complicated, but it doesn’t have to be—especially if you have a solid plan in place. To help you formulate a marketing strategy that is not only effective for your speciality, but also easy to implement, we’ve curated these five super simple tips that you can act on now (hello, new patients—and new revenue):

1. Identify your ideal patients.

According to the American Speech-Language-Hearing Association (ASHA) , SLPs are autonomous providers, which means in many cases, patients can access your services without a physician order (although some payers do require a referral as a condition of payment). That means you’ll want to devote some of your marketing budget to reaching patients directly . But to do so, you’ll need to know exactly who to reach—and where to reach them. Thus, you’ll need to identify your ideal patients—specifically, those your practice is best able to help. Then, take it one step further and determine the following (originally posted in this blog ):

“How they spend their time;
“What motivates them to seek rehab therapy;
“How they speak about rehab therapy;
“Which rehab therapy services they need;
“Where they get their information about health care and rehab therapy services; and
“What aspects of care delivery they value most (e.g., a speedy recovery, seeing a [therapist] at every visit, or a spa-like setting).”

2. Tailor your approach to reach them.

Once you know who you’re trying to reach, you can tailor your approach—your message and channel—to connect with those patients where they’re most likely to be and in a way that is most likely to resonate with them. If you’re a pediatric speech therapist, be sure to consider your patients and their parents. As WebPT’s Melissa Hughes wrote in this blog , “That means that while your brand should be geared toward kids (think bright and fun), the majority of your marketing should radiate with a kind, restorative, kid-friendly vibe (which appeals to maternal and paternal minds). Ultimately, you need to convince caregivers that you’re the absolute best person to help their little bundle of joy.”

3. Leverage your already-pleased patients to sing your praises.

Social proof is incredibly important when winning over potential new patients. This is especially crucial when we’re talking about parents and caregivers—who most certainly do a significant amount of research before selecting a provider for their child or loved one. That’s why your online reputation is so important. To that end, be sure you’ve got a professional website , educational blog , active social media accounts , and a lot of positive online reviews that sing your praises.

To the last point, the best way to garner positive reviews is to ask your patients to provide them—but beware: you’ll only want to ask the ones you know are pleased with your services. To figure out who’s loyal and who isn’t, we recommend using a metric like Net Promoter Score ® (NPS ® ) . It’ll allow you to easily identify not only your happiest patients, but also those who haven’t had the best experience with your practice. That way, you can take steps to remedy their issues before those patients drop out of care or speak negatively about you online or to their personal networks. (While you could manually track your NPS, it’s much easier to automate the entire process with software like . This ensures that survey delivery is always consistent and patient feedback doesn’t fall through the cracks.)

4. Build relationships with other providers.

While it’s crucial to include direct-to-patient marketing in your strategy, you’ll also want to build solid relationships with other healthcare providers—and non-healthcare providers who serve your ideal patients. After all, referrals still make up a good portion of most SLPs’ new patient volume. As Hughes suggests, if you work with school-aged children, then you’ll want to build good relationships with local pediatricians, behavioral therapists, pediatric PTs and OTs, and school-based professionals (including teachers, counselors, and administrators). According to Hughes, you could “ask to speak at teacher meetings and consider offering free screenings for students, thus helping teachers identify when students could benefit from your care.” That said, she notes that in some states, providers are prohibited from reaching out to public schools, so you may need to focus on private schools and other entities that work with your ideal patient population—perhaps tutors or club sport coaches. Just be sure to arm yourself with the outcomes and patient engagement data necessary to unequivocally prove your value.

5. Connect with your community.

What better way to market your services than by connecting with your community—especially if your SLP niche is one that you’re passionate about? Depending on who you’re targeting, you could, say, host regular workshops at your practice to teach potential and current patients a new skill—and then follow up those sessions with some sort of community event. You could also join an online community to share your wisdom and expertise and provide support. ( This community might be a good fit if you’re also a Listening and Spoken Language Specialist). Or, you could sponsor a local event where you know you’ll reach ideal patients—and/or ideal referrers. Given that May is Better Hearing and Speech Month , there are plenty of opportunities right now to get involved and build community awareness—as well as resources (like this infographic ) to help you start meaningful discussions online and off (bonus points for marketing the profession and your individual practice at the same time).

There you have it: five simple SLP marketing tips that you can begin implementing in your practice today. Just be sure that you track the impact of your marketing efforts , so you know which approaches are working and should be replicated—and which ones aren’t. Have your own simple marketing tips for SLPs? Share them in the comment section below.

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Helping our customers through the CrowdStrike outage

Jul 20, 2024 | David Weston - Vice President, Enterprise and OS Security

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On July 18, CrowdStrike, an independent cybersecurity company, released a software update that began impacting IT systems globally. Although this was not a Microsoft incident, given it impacts our ecosystem, we want to provide an update on the steps we’ve taken with CrowdStrike and others to remediate and support our customers.

Since this event began, we’ve maintained ongoing communication with our customers, CrowdStrike and external developers to collect information and expedite solutions. We recognize the disruption this problem has caused for businesses and in the daily routines of many individuals. Our focus is providing customers with technical guidance and support to safely bring disrupted systems back online. Steps taken have included:

Engaging with CrowdStrike to automate their work on developing a solution. CrowdStrike has recommended a workaround to address this issue and has also issued a public statement. Instructions to remedy the situation on Windows endpoints were posted on the Windows Message Center . 
Deploying hundreds of Microsoft engineers and experts to work directly with customers to restore services.
Collaborating with other cloud providers and stakeholders, including Google Cloud Platform (GCP) and Amazon Web Services (AWS), to share awareness on the state of impact we are each seeing across the industry and inform ongoing conversations with CrowdStrike and customers.
Quickly posting manual remediation documentation and scripts found here .
Keeping customers informed of the latest status on the incident through the Azure Status Dashboard here .

We’re working around the clock and providing ongoing updates and support. Additionally, CrowdStrike has helped us develop a scalable solution that will help Microsoft’s Azure infrastructure accelerate a fix for CrowdStrike’s faulty update. We have also worked with both AWS and GCP to collaborate on the most effective approaches.

While software updates may occasionally cause disturbances, significant incidents like the CrowdStrike event are infrequent. We currently estimate that CrowdStrike’s update affected 8.5 million Windows devices, or less than one percent of all Windows machines. While the percentage was small, the broad economic and societal impacts reflect the use of CrowdStrike by enterprises that run many critical services.

This incident demonstrates the interconnected nature of our broad ecosystem — global cloud providers, software platforms, security vendors and other software vendors, and customers. It’s also a reminder of how important it is for all of us across the tech ecosystem to prioritize operating with safe deployment and disaster recovery using the mechanisms that exist. As we’ve seen over the last two days, we learn, recover and move forward most effectively when we collaborate and work together. We appreciate the cooperation and collaboration of our entire sector, and we will continue to update with learnings and next steps.

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Transcript: Biden’s speech explaining why he withdrew from the 2024 presidential race

President Joe Biden addresses the nation from the Oval Office of the White House in Washington, Wednesday, July 24, 2024, about his decision to drop his Democratic reelection bid. (AP Photo/Evan Vucci, Pool)

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WASHINGTON (AP) — Transcript of President Joe Biden’s address to the nation on July 24, 2024:

My fellow Americans, I’m speaking to you tonight from behind the Resolute Desk in the Oval Office. In this sacred space, I’m surrounded by portraits of extraordinary American presidents. Thomas Jefferson wrote the immortal words that guide this nation. George Washington, who showed us presidents are not kings. Abraham Lincoln, who implored us to reject malice. Franklin Roosevelt, who inspired us to reject fear.

I revere this office, but I love my country more.

It’s been the honor of my life to serve as your president. But in the defense of democracy, which is at stake, I think it’s more important than any title.

I draw strength and I find joy in working for the American people, but this sacred task of perfecting our union is not about me. It’s about you, your families, your futures. It’s about we the people, and we can never forget that. And I never have.

I’ve made it clear that I believe America is at an inflection point, one of those rare moments in history when the decisions we make now will determine our fate of our nation and the world for decades to come.

America is going to have to choose between moving forward or backward, between hope and hate, between unity and division. We have to decide, do we still believe in honesty, decency, respect, freedom, justice and democracy? In this moment, we can see those we disagree with not as enemies, but as fellow Americans. Can we do that? Does character in public life still matter?

I believe you know the answer to these questions because I know you, the American people, and I know this, we are a great nation because we are a good people.

When you elected me to this office, I promised to always level with you, to tell you the truth. And the truth, the sacred cause of this country, is larger than any one of us, and those of us who cherish that cause cherish it so much, a cause of American democracy itself must unite to protect it.

You know, in recent weeks it’s become clear to me that I needed to unite my party in this critical endeavor. I believe my record as president, my leadership in the world, my vision for America’s future all merited a second term, but nothing, nothing can come in the way of saving our democracy, and that includes personal ambition.

So I’ve decided the best way forward is to pass the torch to a new generation. That’s the best way to unite our nation. I know there is a time and a place for long years of experience in public life, but there’s also a time and a place for new voices, fresh voices, yes, younger voices, and that time and place is now.

What to know about the 2024 Election

Democracy: American democracy has overcome big stress tests since 2020. More challenges lie ahead in 2024.
AP’s Role: The Associated Press is the most trusted source of information on election night, with a history of accuracy dating to 1848. Learn more.
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Over the next six months, I’ll be focused on doing my job as president. That means I’ll continue to lower costs for hard-working families, grow our economy. I’ll keep defending our personal freedoms and our civil rights, from the right to vote to the right to choose. I’ll keep calling out hate and extremism, make it clear there is no place, no place in America for political violence or any violence ever, period. I’m going to keep speaking out to protect our kids from gun violence, our planet from climate crisis, is the existential threat.

And I will keep fighting for my for my cancer moonshot, so we can end cancer as we know it because we can do it. And I’m going to call for Supreme Court reform because this is critical to our democracy, Supreme Court reform. You know, I will keep working to ensure America remains strong and secure and the leader of the free world.

I’m the first president in this century to report to the American people that the United States is not at war anywhere in the world. We’ll keep rallying a coalition of proud nations to stop Putin from taking over Ukraine and doing more damage. We’ll keep NATO stronger, and I’ll make it more powerful and more united than at any time in all of our history. I’ll keep doing the same for allies in the Pacific.

You know, when I came to office, the conventional wisdom was that China would inevitably surpass the United States. That’s not the case anymore. And I’m going to keep working to end the war in Gaza, bring home all the hostages and bring peace and security to the Middle East and end this war.

We’re also working around the clock to bring home Americans being unjustly detained all around the world. You know, we’ve come so far since my inauguration. On that day, I told you as I stood in that winter — we stood in a winter of peril and a winter of possibilities, peril and possibilities. We were in the grip of the worst pandemic in the century, the worst economic crisis since the Great Depression, the worst attack on our democracy since the Civil War, but we came together as Americans, and we got through it. We emerged stronger, more prosperous and more secure.

Today, we have the strongest economy in the world, creating nearly 16 million new jobs — a record. Wages are up, inflation continues to come down, the racial wealth gap is the lowest it’s been in 20 years. We’re literally rebuilding our entire nation, urban, suburban, rural and tribal communities. Manufacturing has come back to America.

We’re leading the world again in chips and science and innovation. We finally beat Big Pharma after all these years, to lower the cost of prescription drugs for seniors, and I’m going to keep fighting to make sure we lower the cost for everyone, not just seniors.

More people have health care today in America than ever before. And I signed one of the most significant laws helping millions of veterans and their families who were exposed to toxic materials. You know, the most significant climate law ever, ever in the history of the world, the first major gun safety law in 30 years. And today, violent crime rate is at a 50-year low.

We’re also securing our border. Border crossings are lower today than when the previous administration left office. And I’ve kept my commitment to appoint the first Black woman to the Supreme Court of the United States of America. I also kept my commitment to have an administration that looks like America and be a president for all Americans.

That’s what I’ve done. I ran for president four years ago because I believed, and still do, that the soul of America was at stake. The very nature of who we are was at stake and that’s still the case. America is an idea, an idea stronger than any army, bigger than any ocean, more powerful than any dictator or tyrant.

It’s the most powerful idea in the history of the world. That idea is that we hold these truths to be self-evident. We’re all created equal, endowed by our creator with certain inalienable rights, life, liberty, pursuit of happiness. We’ve never fully lived up to it, to this sacred idea, but we’ve never walked away from it either and I do not believe the American people will walk away from it now.

In just a few months, the American people will choose the course of America’s future. I made my choice. I made my views known. I would like to thank our great Vice President Kamala Harris. She’s experienced, she’s tough, she’s capable. She’s been an incredible partner to me and a leader for our country. Now the choice is up to you, the American people.

When you make that choice, remember the words of Benjamin Franklin. It’s hanging on my wall here in the Oval Office, alongside the bust of Dr. King and Rosa Parks and Cesar Chavez. When Ben Franklin was asked as he emerged from the convention going on, whether the founders have given America a monarchy or republic, Franklin’s response was “a republic, if you can keep it.” A republic if you can keep it. Whether we keep our republic is now in your hands.

My fellow Americans, it’s been the privilege of my life to serve this nation for over 50 years. Nowhere else on earth could a kid with a stutter from modest beginnings in Scranton, Pennsylvania, and Claymont, Delaware, one day sit behind the Resolute Desk in the Oval Office as President of the United States, but here I am. That’s what’s so special about America.

We are a nation of promise and possibilities, of dreamers and doers, of ordinary Americans doing extraordinary things. I’ve given my heart and my soul to our nation, like so many others. I’ve been blessed a million times in return with the love and support of the American people. I hope you have some idea how grateful I am to all of you.

The great thing about America is here kings and dictators do not rule, the people do. History is in your hands. The power is in your hands. The idea of America lies in your hands. We just have to keep faith, keep the faith and remember who we are. We’re the United States of America and there’s simply nothing, nothing beyond our capacity when we do it together.

So let’s act together, preserve our democracy. God bless you all and may God protect our troops. Thank you.

40 Marketing Quotes To Inspire You and Your Team

Businesswoman, professionally dressed, sitting at a table and leading a meeting in an office / marketing quotes

These wise words from legendary marketers can help motivate you to create your best work.

Justin Lafferty

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Maybe you’re feeling a little stuck, seeing metrics fall flat, no matter what you’ve tried. Or you’re looking for a bit of inspiration for creating content that will dazzle your audience . We’ve all been there. When I’m in a rut, I just need a spark (and maybe another iced coffee) to get going again. Marketing quotes, from experts of all stripes, can help you push forward.

Whether it’s from Seth Godin or an up-and-coming marketer I met at a conference , I like taking time occasionally to read some great marketing quotes and get focused again. In this post, I’ve included some of my favorites — and discovered some new ones — to help you stay on top of your marketing game .

Motivational marketing quotes, marketing quotes from the experts, great quotes about email marketing, the lighter side: funny quotes about marketing.

Let’s start strong. Not to get all Don Draper on you, but great marketing should inspire emotion . It’s supposed to connect with customers, speaking to a core desire. These marketing quotes will help fuel you to do your best work.

“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov

“Understand your value to your customers. Focus on them relentlessly and with pathological empathy. Make the customer the hero of your story. That is what will set you apart.” – Ann Handley

“Without strategy, content is just stuff, and the world has enough stuff.” — Arjun Basu

“The best marketing doesn’t feel like marketing.” – Tom Fishburne

“If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.” – Jay Baer

“Marketing is telling the world you’re a rock star. Content marketing is showing the world you are one.” — Robert Rose

“Figure out who you are; then do it on purpose.” — Kim Garst

“Our job is not to create content. Our job is to change the world of the people who consume it.” – Andrea Fryrear

“Don’t settle. Don’t finish crappy books. If you don’t like the menu, leave the restaurant. If you’re not on the right path, get off it.” — Chris Brogan

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis

“Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.” – Steve Jobs

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You know the names already. They’ve written bestselling books. They’ve sold out conferences. They’ve gone viral before “going viral” was a thing. Sit back and take in these marketing quotes from some legends of our industry.

“Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” — Seth Godin

“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin

“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” — Beth Comstock

“You can’t sell anything if you can’t tell anything.” — Beth Comstock

“If you aim at nothing, you will hit it every time.” — Zig Ziglar

“Stop selling. Start helping.” — Zig Ziglar

“Content is king, but engagement is queen, and the lady rules the house.” — Mari Smith

“The first skill that marketers need to develop in order to try to build relationships with ‘strangers’ via new media, without a shadow of a doubt, is empathy.” — Mari Smith

“Whether you’re an entrepreneur, a small business, or a Fortune 500 company, great marketing is all about telling your story in such a way that it compels people to buy what you are selling. That’s a constant. What’s always in flux, especially in this noisy, mobile world, is how, when, and where the story gets told, and even who gets to tell all of it.” — Gary Vaynerchuk

“Ideas are worthless without execution, and execution is pointless without ideas.” — Gary Vaynerchuk

“Create content that teaches. You can’t give up. You need to be consistently awesome.” — Neil Patel

“If you aren’t having fun creating content, you’re doing it wrong.” — Ann Handley

“Big ideas are usually simple ideas.” — David Ogilvy

Email marketing is a tried-and-true classic method to reach people at scale — but it’s constantly evolving. Email marketers need to stay on their toes and find new ways to connect with customers. Hopefully these email marketing quotes can give you that burst of inspiration.

“I want to do business with a company that treats emailing me as a privilege, not a transaction.” — Andrea Mignolo

“Email is a push channel, so we need to push it to work harder.” – Kath Pay

“A bad email reputation is like a hangover — hard to get rid of and it makes everything else hurt. — Chris Marriott

“On the highway to user/product love, lifecycle emails are road signs providing timely guidance, not annoying billboards. — Samuel Hulick

“If social media is the cocktail party, then email marketing is the ‘meet up for coffee.’ The original one-to-one channel.” – Erik Harbison

“A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.” — Ramsay Leimenstoll

“Email has an ability many channels don’t: creating valuable, personal touches – at scale.” – David Newman

I just want to end this with a bit of levity. Here are a few marketing quotes that gave me a good chuckle — but their advice still rings true.

“Never let ads write checks your website can’t cash.” — Avinash Kaushik

“Content marketing is like a first date. If you only talk about yourself, there won’t be a second one.” – David Beebe

“At some point, you do have to rush your own art. Otherwise, your art sits on its butt on the couch eating chips and salsa.” — Ann Handley

“Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?” — Ann Handley

“Behind every piece of bad content is an executive who asked for it.” — Michael Brenner

“Clients don’t care about the labor pains; they want to see the baby.” — Tim Williams

“Google only loves you when everyone else loves you first.” — Wendy Piersall

“Take two ideas and put them together to make one new idea. After all, what is a Snuggie but a mutation of a blanket and a robe?” — Jim Kukral

“The best way to engage honestly with the marketplace via Twitter is to never use the words ‘engage,’ ‘honestly,’ or ‘marketplace.’” – Jeffrey Zeldman

What else are marketers saying?

Now that you’re inspired, it’s time to take action. Our latest State of Marketing report is full of insights — about AI, personalization, customer data, and more. Start winning today.

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Justin Lafferty (he/him/his) is a Las Vegas-based writer and editor. He has contributed to Adweek, the Las Vegas Review-Journal, the San Diego Union-Tribune, the East Bay Times, and many more outlets. Currently, he's coaching writers as a Senior Editor at Salesforce.

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Steve Gleason Being Honored With The ESPN Arthur Ashe Award Speaks To His Remarkable Will To 'Write His Own Story'

Kyle t. mosley | jul 12, 2024.

New Orleans Saints

Steve Gleason was honored with the Arthur Ashe Courage Award at the 2024 ESPYS . New Orleans native Anthony Mackie narrated the segment on Gleason in a six-minute video about Gleason's trials, tribulations, and triumphs with ALS.

Amyotrophic lateral sclerosis (ALS), often referred to as Lou Gehrig's disease, is named after the superstar New York Yankee, who passed away from it on June 2, 1941.

DREW BREES ON STEVE GLEASON AT THE ESPYS

"When I think about Steve as a teammate , and a friend, I think of a guy who's always taken the idea of living to the next level," Drew Brees noted about Gleason at the ESPYS. "Steve has always been interested in having a deeper conversation, going on a bigger adventure, finding ways to experience the wonders of the world in every possible way. always curious to explore both the seen and the unseen of human emotion and connection. Experiencing plenty of fear along the way, but never shying away from challenging himself and those around him. That's what made us so devastating. When Steve was diagnosed with ALS, a disease with a terminal diagnosis that leaves you a prisoner in your own body but if you know anything about Steve, you know he has always been determined to write his own story and live to be 109."

Gleason reflected on the moment he was diagnosed with the crippling disease by Robert Miller on January 5, 2011d. "He told me that I had three to five years to live," Gleason said. "My temple. The body that carried me to the highest level of competitive athletics would wither and die in the next few years. While I was powerless to change the diagnosis. The one thing that I seemed to control was my attitude. My mindset."

After Gleason's words, Mackie responded, "He's still here."

We’re in LA! We attended the ESPN Humanitarian dinner last night, and we’ll be at the ESPY award ceremony tonight. I’m getting to spend time with my family, and some of my favorite people from high school, NFL, and the ALS journey. To receive the Arthur Ashe award for Courage… pic.twitter.com/5CFeLPVVh9 — Steve Gleason - "Live Impossible" (@SteveGleason) July 11, 2024

Anyone fighting sickness, disease, or cancer will tell you that the first step to fighting for your life begins with your attitude. It's been a part of my testimony as a cancer survivor, as well as many others.

It's been ten years since Steve Gleason's diagnosis. It's also been ten years of a wife, family, friends, and fans observing one man's sheer will and determination to still make a difference in our world. Gleason's gratitude and appreciation for his family and life — as his body deteriorates — is a courageous testament to a man well admired worldwide.

Steve Gleason is a champion. No matter his state, his perseverance and courage to keep battling while supporting others with their challenges are remarkable. Team Gleason, Steve' and wife Michel's foundation, has "provided over $40 million in adventure, technology, equipment, and care services to people living with Amyotrophic Lateral Sclerosis (ALS) and countless others through advocacy, support and ultimately bringing an end to the disease."

The @TeamGleason squad rolls deep - tune into the @ESPYS at 7 pm CT as @SteveGleason receives the Arthur Ashe Courage Award! pic.twitter.com/sFWCGbB9S9 — New Orleans Saints (@Saints) July 11, 2024

Shortly after my mother passed away from Alzheimer's disease in 2010, the Gleason's sent a check for the New Orleans Alzheimer's Walk for my advocacy group of walkers. It's the personal touch of the Gleason family that is so inspiring.

I will never forget. Most of all, many will never forget the Steve Gleason's life after football and what it meant for him to never give up hope and love for others.

STEVE GLEASON'S ESPYS SPEECH

Here's a transcript of Steve Gleason's speech as he accepted the Arthur Ashe Award for Courage from his beloved friend Drew Brees, with his son Rivers standing by his side.

"Thanks, Drew. I love you. Hi there, everyone. Hi, Gray and mama, and thanks for your help, Rivers. This award, the Arthur Ashe award for courage, is a sublime honor for me, and I always love the opportunity to wear my tuxedo. Arthur Ashe exemplified courage as living with an open heart of humility, kindness, and generosity, which united humanity. So to receive this award is amazing. When I learned I was receiving this award, I started reflecting on what that word, courage, means.

To be courageous, we must first experience loneliness, unworthiness, or any of the faces of fear. I was told I would have 3 years to live when I was diagnosed with ALS in 2011, so I've got the wilderness of fear tattooed all over me. For me, this honor represents some encouragement and triumph for the families currently living with ALS, all the people living with disabilities or other illnesses, and all of you who experience fear or suffering. I suppose if you have never experienced fear, isolation, or suffering, you can roll your sanctified ass right out of here. The truth is new human is immune from fear or adversity, not even super athletes, royal princes, or the most holy saints. Considering this truth of our humanity, it's vital that we all individually and collectively discover ways to be courageous and love the life we have. My view is that the fears and adversities we encounter are our opportunity to accept what is and explore what is on the other side of fear to grow stronger, better, and have peace of mind. From this perspective, resiliently moving through the adversities life brings us is our purpose in being human.

A speech that will touch people’s hearts for years to come ❤️ Steve Gleason delivered a memorable moment while accepting the Arthur Ashe Award for Courage at the 2024 ESPYS. pic.twitter.com/ljuQuPz68t — ESPN (@espn) July 12, 2024

It's clear to me that our ability to courageously share our vulnerabilities with each other is our greatest strength. By doing this, we're able to understand the issue, compassionately collaborate with each other to solve problems, and overcome fear. Without the understanding and compassionate support from my family, community, and caregivers, I'd have been dead years ago. Through this lens, you can see we're all in this together. We are all citizens of the world. Given our interconnectedness, the greatest aspect of our purpose is to generously help, serve, and love others. Do we have the courage to unconditionally love our neighbors, our so called enemies, and love ourselves? I don't think anyone will disagree that we face enormous challenges in the 21st century. If we can courageously share our fears and limitations with each other and compassionately collaborate to solve problems, our human potential is boundless.

If we can listen, understand, and help alleviate each other's suffering, then truly, all things are possible. Thank you again for this incredible honor. I love y'all."

Steve Gleason at the 2024 ESPYS

KYLE T. MOSLEY

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4 takeaways from President Biden’s Oval Office address

Domenico Montanaro

President Biden speaks during an address to the nation about his decision to not seek reelection in the Oval Office at the White House on Wednesday. Evan Vucci/Pool/AFP via Getty Images hide caption

For the latest on race for president, head to NPR's Election 2024 page.

It’s not often that a politician takes a step back.

They are often their own biggest champions. But in rare cases, when the writing is on the wall, because of age, health — or politics, they do.

In an address to the nation from the Oval Office Wednesday night, President Biden said he will serve out his term as president, noting there are still things he wants to accomplish. But he explained that he is not seeking reelection, in part, because he wants to “pass the torch to a new generation.”

Here are four takeaways from what Biden had to say:

1. Biden tried to send the message that no one person is bigger than the country — and that what America stands for is at stake.

“Nothing can come in the way of saving our democracy,” Biden said. “That includes personal ambition.”

It was a remarkable statement for Biden, 81, who has held public office for more than half a century and ran for president multiple times — unsuccessfully until Donald Trump came along — and was ushered into office at 78 years old, the oldest person ever to be elected president.

President Biden during a campaign event in Detroit on July 12, 2024.

Biden's brand was overcoming obstacles. But this one, he couldn't beat

Biden invoked past presidents — Abraham Lincoln, he said, urged Americans to “reject malice;” Franklin Delano Roosevelt implored the country to “reject fear.” He cited George Washington, who, by stepping aside after two terms despite his popularity, “showed us presidents are not kings.”

“I revere this office,” Biden said, “but I love my country more. It's been the honor of my life to serve as your president, but in the defense of democracy, which is at stake, I think it's more important than any title.”

In other words, Vice President Harris gives those who see former President Trump as an existential threat to that democracy the best chance to win because of Biden’s diminished capabilities to prosecute the case against him.

It's a case that Biden sees as necessary for someone to make effectively, considering Trump's unwillingness to accept the results of the 2020 election and his refusal to agree to accept the results of the upcoming election.

President Biden is seen speaking to supporters at a campaign event at Renaissance High School on July 12 in Detroit. On Sunday, Biden said he would no longer seek reelection and instead is endorsing Vice President Harris.

6 political takeaways from Biden's decision to step aside

In Washington’s farewell address on Sept. 19, 1796, he also warned that “cunning, ambitious, and unprincipled men will be enabled to subvert the power of the people and to usurp for themselves the reins of government, destroying afterwards the very engines which have lifted them to unjust dominion.”

“The great thing about America is,” Biden said, “here, kings and dictators do not rule; the people do.”

Biden and others see that foundational American principle as lost on someone like Trump, who, when he visited Mount Vernon, Washington’s estate in Virginia, in 2019 with French President Emmanuel Macron, said of the nation’s first president, per Politico :

“If he was smart, he would’ve put his name on it. You’ve got to put your name on stuff or no one remembers you.”

2. Biden desperately wants to be seen as a uniter, but that’s been a struggle for him as president — and maybe one of his biggest personal disappointments.

President Joe Biden pauses before he addresses the nation from the Oval Office of the White House in Washington, Wednesday about his decision to drop his Democratic presidential reelection bid.

President Joe Biden pauses before he addresses the nation from the Oval Office of the White House in Washington on Wednesday about his decision to drop his Democratic presidential reelection bid. Evan Vucci/Pool/via AP hide caption

The president cited the need for unity among Americans multiple times:

“America is going to have to choose between moving forward or backward, between hope and hate, between unity and division.” “In this moment, we can see those we disagree with not as enemies, but as fellow Americans.” “The sacred cause of this country is larger than any one of us, and those of us who cherish that cause … a cause of American democracy itself, [we] must unite to protect it.” “So I've decided the best way forward is to pass the torch to a new generation. That's the best way to unite our nation.” “Let's act together, preserve our democracy.”

The idea of uniting the country is something Biden ran on in 2020. But it hasn’t worked out that way. He’s been sharply criticized by the right and views of him — in this hyperpolarized environment where people get their information largely from sources that reinforce their previously held beliefs — are as partisan as any president before him, including Trump.

Just 43% said they had a favorable view of Biden, according to an NPR/PBS News/Marist poll taken before the debate between him and Trump. That included just 38% of independents and only 10% of Republicans.

3. This is the start of a review of Biden’s legacy — and that views of it may take a long time to set in.

Biden defended his legacy and laid out what he believes he’s accomplished and what he still hopes to do.

“I believe my record as president, my leadership in the world, my vision for America's future, all merited a second term,” he said, “but nothing, nothing can come in the way of saving our democracy. That includes personal ambition.”

Bar chart: If November’s presidential election were held today, whom would you support? Donald Trump: 46%. Kamala Harris: 45%. Undecided: 9%.

Poll: Presidential race hits a reset with Harris vs. Trump

The latest NPR poll , taken this week after Biden said he would not continue to run for reelection, tested what people think of his presidency. It showed most, right now, are unimpressed.

Despite the record of legislative accomplishments Biden cited, only slightly more than a quarter of respondents said he would be remembered as an above average president or one of the best presidents in U.S. history. Half said he would be remembered as below average or one of the worst.

Those views can change with time, especially when a president is no longer in the political arena. President Obama’s favorability, for example, has improved since leaving office and views of his signature legislative achievement, the Affordable Care Act, have hit record highs.

A 2022 survey of historians found Biden rated as the 19th best president of the 46 that have served. Trump was in the bottom five at No. 43. But, at this point, Americans overall, feel differently.

4. After seeing Harris for a few days, the contrast with Biden is clear.

Democratic presidential candidate and Vice President Harris speaks to supporters during a campaign rally at West Allis Central High School on Tuesday in West Allis, Wis.

Vice President Harris speaks to supporters during a campaign rally at West Allis Central High School on Tuesday in West Allis, Wis. Jim Vondruska/Getty Images hide caption

Biden could have made the determination years ago, after saying he would be a “transitional” president during the 2020 election, that he would not run for reelection.

But the realities of his personal limitations after his dismal debate performance last month, and how his political support had cratered in swing states led to this moment.

Vice President Kamala Harris speaks from the South Lawn of the White House in Washington on Monday during an event with NCAA college athletes.

Biden had a problem with young voters. Can Harris overcome it?

Republican Presidential nominee, former President Donald Trump speaks to attendees during his campaign rally in Charlotte Wednesday. The rally is the former president's first since President Joe Biden announced he would be ending his reelection bid.

Trump tries out attack lines on Kamala Harris as her campaign heats up

For years now, Democrats have been holding their breath with every public appearance he made. They crossed their fingers that he would acquit himself at least decently well, but they knew one bad speech, interview or… debate… could sink his — and their party’s — chances to hold onto the White House.

After watching Harris' first couple of days of campaigning, from her first speech before staffers to her first official campaign rally in Wisconsin, Democrats have been breathing a bit easier.

She has spoken clearly and coherently, and there has been energy from the grassroots. Whether that lasts or if it resonates with swing voters is still to be decided.

Biden didn’t explicitly lay out Wednesday night why he stepped aside, but watching what was an, at times, halting address, the contrast was like night and day.

It was very much a moment in history with a president, who appeared in many ways, to be delivering something of his own farewell. He was recognizing he cannot be as effective a campaigner as he would have liked, so he is taking a step back from the public eye, handing over the reins of the campaign to his vice president for the next 103 critical days in American democracy.

election 2024

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How to Write a Marketing Speech Presentation

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How to write a speech

Table of Contents

Before you start to write your speech

1. Begin with the end in mind and tell a story

2. Write out your speech from beginning to end

3. Structure your speech

Sequential structures

Modular structures

About The Speaker Lab

Get Started

Using a Speech to Promote a Product or Service-Use Public Speaking as Marketing

Using a Speech to Promote a Product or Service

Promoting a Product or Service in Personal Meetings and Sales Calls.

Webinars to Both Educate the Public and Promote Your Product or Service.

In-Person Seminars and Conferences

Paid or Guest Spots on Podcasts/Webinars

Practice with Instagram Stories

Get Some Help

Don’t Post to YouTube Until It is Perfect

You are Your Best Marketing Strategy

How to Write a Professional Speech

1.Understand your audience

2. Research your topic

3. Create an opening hook

4. Use an easy-to-grasp format

Find this useful?

5. Add some personality and humor

5. Use anaphora for emphasis

6. Keep it short and sweet

7. Adopt presentation aids

8. Read it aloud

9. End on a powerful note

10. Proofread your speech

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Logos – the logical appeal

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10 Rules for Successful Marketing Writing

1. KISS — keep it simple and succinct

2. Write to your audience

3. Make it a story when applicable

4. Include statistics and cite the reference

5. Craft short paragraphs