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Writing a personal note to a friend or family member is easier than writing an appropriate and effective business message. You have more freedom and can rely more on your own experience and knowledge when you write a personal message. But developing a message for business purposes is trickier because you never know what the other party (in the case of an advertisement, sometimes hundreds or thousands of people) wants to hear.

  1. Conduct research on your target audience for the business message, whether it’s a single person or a group of people. You can find out more about what the target customer feels about the subject you want to address by holding focus groups, anonymous surveys, “man on the street” interviews or by simply asking the other contact direct questions.
  2. Set aside a clear block of time in your schedule dedicated solely to drafting your business message. When you start writing, format your business message in three general main sections—features, benefits and call to action.
  3. Start by listing the various features of the product or service you want to discuss in your business message. For example, if you’re writing an advertising message to a potential customer to sell a new type of home design software, you could first discuss the “easy design tools,” “drag and drop functionality” and “ability to share the design with friends.”
  4. Speak directly to what the potential customer wants, based on your research from Step 1, to develop the benefits section of your business message. For example, “no need to pay thousands for an architect” and “stay within your home design budget” are possible benefits for the home design software.
  5. End the message with a call to action encouraging the customer to call you, visit a Web page for more information or purchase the item at your website. Make it specific and enticing. For instance, “Call me today to book the software at a 50 percent discount.”
  6. Submit the draft of your business message to a trusted second pair of eyes before releasing it to your client, customer or business contact, to ensure that it’s effective and well-crafted. This could be your second-in-command or a marketing specialist at your business. Ask for honest feedback to improve your message so your contact will respond positively to your request.

The other option is to hire designers at a more affordable rate. There are many companies out there that offer web design services at an affordable price.

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