Writing tip:

Use parallel construction to reinforce and tie together related ideas. While variety is good, too much variety might prevent the reader from fully understanding these relationships. Instead of "I like to swim, biking, and going to camp," try "I like swimming, biking, and camping."

Marketing Communications

Marketing communications may include any written, aural, or visual materials produced to support the marketing efforts of an organization. In science and technology companies, there may be considerable overlap between marketing and technical pieces. Common projects in this realm include print ads, radio scripts, product catalogs, sales fliers, and corporate brochures.

Advertising Copy Writing

Advertising copy is designed to capture the attention of the reader, build his or her interest and desire, then call the reader to action. A strong lead, combined with compelling imagery, will grab the reader and draw him or her into the ad. The closing statements must ask the reader to do something, such as call, write, or visit a web site. A well-written ad can turn a casual observer into a customer.

Promotional Literature

All businesses must promote and sell their products and services. Even non-profit organizations need to inform potential donors of their activities to encourage giving. Printed literature is at the core of most marketing and sales efforts. Whether it is a direct-mail piece, a customer newsletter, a capabilities brochure, or a product catalog, the message must be clearly worded.

Media and Public Relations

Advertising is expensive, but publicity is often free. However, the volume of press releases coming across the wire and reaching an editor's desk is overwhelming. Each statement needs to be carefully constructed for maximum impact. Although not every company can support a dedicated public relations unit, most can afford an outside professional to handle press releases and media kits.