Seth Godin originally posted this list in relation to blogs and websites but I believe the lessons are equally aplicable to offline marketing material. So here’s my version of his tips:

1. Use numbers and bullets. Prospects don’t read, they scan.
2. Give people a place to go next. Give the prospect some pointers to actions they can take to move forward.
3. Use pictures. Prospects don’t read, they scan. There’s some truth to the saying “a picture is worth a thousand words”.
4. Have an opinion. Context is built more quickly if people know where you stand and can contrast your view with their previous point of view.
5. Don’t be afraid to compare. Saying this is better than that helps me understand this if I already have an understanding of that. Just be aware of the legal issues in comparing your business and a competitors.
6. The great wall of china was built brick by brick, a little at a time. Don’t try to do everything at once.
7. It’s okay to be long, if you’re building meaning.

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