How to correctly write a corporate mailing
You can write it in less than 15 minutes
The first time I wrote a mailing I had no idea where to start. Sounds like something very simple, but when you are in charge of writing it, the perspective changes.
First, let’s talk about what a mailing is. This is a type of advertising format. It is used to provide information to users who already know the brand and have shown interest in it. The objective is generating a visit to some website. And, if it´s possible, convince the user to perform some action on it. For example: buying, reading an article, knowing the offers. Now let’s go to the important thing…
How to write a mailing?
The first thing is to answer this question: What do you want the user to know? Briefly write what you want to say. Guide yourself whit the brief request. Try to be clear and very concise, because this will be your main message in the mailing.
Once you got the “what”, it continues to ask the following: who is the message for? The message is aimed at potential customers who have previously shown an interest in the brand. Put yourself in the place of these people and think: What information would be relevant? This information will help you to spin the logical path that your text will follow.
With this information you can write your first draft. Write without thinking too much, trust your instincts. You have already created a logical path prior to the writing process.
Edit the first draw
When you have finished your first draft, edit words and sentences. First, eliminate mistakes, repeated words, or meaningless sentences. Next, think about the tone and voice of the brand that will launch the mailing. Writing for a car rental brand is not the same as for a makeup brand.
A very useful tip is to imagine that the brand you write for is a famous person. Put the face of that character to the brand and imagine you are writing their words.
We already have the base. Now think about what visual elements could be used to express the message more concretely. It could also vary the arrangement of the text around the canvas that is used. Something that has worked for me is looking for visual references on pinterest or specialized design pages, like Muzli. It usually works very well.
Let’s review the steps to write a brand mailing:
- Answer what you want to say and to whom you are going to say it in a first draft.
- Edit your first draft adding words that serve to express the personality of the brand.
- Find visual references that will make the text more attractive.
As you can see, it is easier than it seems. Put these steps to work and you will be able to write a corporate mailing with ease. Now you are ready to add mailings to your CV.
