Mar 132012

When you find it difficult to get a personal meeting with a particular client, leaving a Corporate Summary or product Fact Sheet can often solve the problem for you.  It’s a great marketing tool that explains exactly what you have to offer in a clear and concise way that appeals to busy managers and executives.

Bring in new business

All press kits/media kits should contain a Corporate Summary and a Fact Sheet for each of your main product lines or services.  If you haven’t got around to compiling a full press kit yet,  at least prepare a Corporate Summary and a couple of Fact Sheets, because they’re not expensive to produce and can be a very effective marketing tool that will bring in plenty of new business.

Affordable and efficient marketing

One of the great advantages of a Corporate Summary is that it can be distributed very easily. Any small business can send a Corporate Summary and Fact Sheets by post and it’s an affordable and efficient way of bringing in new clients.  It’s also essential to include your Corporate Summary when sending press releases to a local newspaper.

Always leave your business summary with customers after you’ve introduced your company and product line.   And after you’ve sealed a deal on one product line, it’s always a good idea to leave a Fact Sheet behind with details of another product or service.  If you’ve already made a good impression capitalise on it – but without taking up too much of your client’s valuable time!

Quality sales writing

Remember, a Corporate Summary is not the same as a special offer ‘flyer’ cobbled together in 5 minutes and dashed off by your local printer.  It needs to be well-presented on glossy paper to reflect the quality of your produce or service.

Good quality sales writing is essential to impress your potential clients too, because good business writing conveys the message that your company is well-managed and run by intelligent, well-qualified people.  Above all, business/marketing writing needs to be well-focussed, so here are some tips about what you should include in your company’s Corporate Summary:

  • The month and year your company started
  • Executive or manager names and titles
  • Key milestones such as awards, certifications, and press coverage
  • Interesting facts about your company (from a potential client’s viewpoint)
  • Explain how your business is different and better than your competitors
  • List the benefits your business offers to clients very clearly
  • Contact information – business address, phone number and website
Be concise

A good Summary contains all of the above information on one page or one double-sided sheet.  Make sure the information is kept accurate and up-to-date too, because clients need to be able to rely on what you have written completely.

Don’t try to cram everything onto one sheet, if you have a range of products on offer, each type of product needs its own individual sheet.  A professional-looking Corporate Summary always makes a good impression on potential clients and allows you to contact hard-to-reach executives and vital decision-makers with ease!

An expert in business writing, marketing articles and sales copywriting, Julie-Ann Amos leads a team of talented and experienced writers at Exquisite Writing, producing first-class media/press kits, brochures, fully SEO optimised articles and web content to a wide range of clients in the U.K., U.S.A. and around the world.


Mar 022012

The web is an instrumental tool in engaging each other on a global scale. It comes as no surprise, then, that in order for an individual, business or cooperation to be successful, it is essential they have a quality platform (i.e. a website) from which to grow, expand and flourish.

To reach this level of quality, one of the most valuable ingredients is professional grade website copy. Whilst an excellent website design may provide the viewer with a pleasing visual experience, it is only through concise, informed and astute website copy that a website gains the level of substance it requires to be successful. To put it another way, a website’s content becomes the anchor for which to sustain the reader’s attention.

Hiring an effective web designer is just one of two necessary requirements in creating a successful website, with the other being hiring professional services for website copywriting.

ExquisiteWriting deals with a wide range of clients from varying backgrounds, who wish to have their website content written for them. Whilst the nature of these websites may differ, the aims are always the same – to provide professional website content at a cost-efficient price. By these means, you need no longer worry about risking outsourcing your website copywriting needs to unreliable groups that fail to provide the quality you expect.

Professional Copywriters who Can Captivate Your Readers!

Writers who specialise in website copywriting will know how to captivate the reader. Whatever the website’s subject matter, a skilled copywriter will have a wide range of expertise from which to derive the suitable knowledge and authority needed to write website copy on your behalf.

The best part of such a writer, however, is that once given base requirements for the website copy, they will be able to work at a quick, self-sustained pace without the need of intervention from the client. In essence, it is only the topic and tone that they require, everything else emerges from their own knowledge, expertise and craft. Of course, they will also take into account all the essential specifics, namely the keywords that are vital for optimizing the website’s success.

The client is able to sit back and relax, in full knowledge that their content is being handled by a team of reliable professionals. If it is an on-going copywriting requirement, then the writer will be able to deliver your new content at whichever pace you choose – there is sure to be no point in which your content will not be provided in a timely and efficient manner.

Need help with your website copy? Talk to us at Exquisite Writing.
Feb 072012

Believe it or not, there are secrets to having an effective emailing campaign. The golden rule of email marketing is to reach out to the opt in email customers on your subscribers list and never let them get away.

What’s Great About Online Email Marketing?

The best things about online email marketing are that it is efficient, quick, cheap and above all friendly to the environment. Targeting email campaigns will assist you in connecting with your established customers as well as new prospective customers on the basis of their specific interests. Targeting email marketing will then let you announce any special promotions that your company may have that relates to particular interests. Business email marketing can either be planned promotional pieces or impromptu, it all depends on the conditions at the time, which are constantly changing.

Advanced Email Marketing

Advanced email marketing is actually one of, if not the best of ways to send informative email marketing newsletters to all of your current customers as well as any prospects that you may reach. An effective emailing campaign, according to recent studies, has a return of almost $60 for every $1 that you spend. The most important thing to remember when sending out your email newsletters with the help of bulk email marketing software is that your marketing emails should be sent only to the customers that have given you permission to do so.

Protecting Your Good Name

Anyone on your direct opt in email marketing subscribers list or any of your purchased leads should have the option to opt out from receiving any future email newsletters from you. It is best to keep your business on the reputable and respectable side of email marketing then it is to be on the wrong side and have your email marketing newsletters seen as spam. The fact is that if a prospect, visitor, or customer is willing to give you their email address, then you are on the right side and not perceived as a spammer. This is very important to the success of your email campaign.

The use of email marketing software to handle all of your email marketing is most likely not going to be as effective as if you were to email all of your customers and prospects yourself. By handling your email campaigns on your own, you will be able to address the recipients of your marketing emails more personally, providing that you are privy to such information.

The Email Marketing Help You Need

A well-informed email marketer is a successful marketer, so be sure to become informed. There are very reputable professionals on the web whose business purpose is to aid and assist you with the details of email marketing, and you can easily use those sites to learn more and find helpful information about email marketing. If done correctly, an effective email marketing campaign can drive massive amounts of traffic to your website and generate and increased amount of profit for your business.


Note: Originally written for

Exquisite Writing can help you with email marketing, autoresponder writing services, and more.

Effective email marketing is an art. At Exquisite Writing we are email marketing artists!


Jan 242012

A good press release is a highly effective marketing tool, that costs very little to produce and can get your message across to a huge audience!  Written in the third person as if one of the newspapers’ reporters had written it, it’s an excellent opportunity to get information about your product, service or special event featured in a local or national newspaper – free!

What should I put in my press release?

Something interesting!  No editor will accept an article that’s just an advert pretending to be a newsworthy story.  Journalists need interesting stories because that’s what sells newspapers, so if you want free exposure you have to give them what they need!

This means writing about a current newsworthy issue that can then be linked to your product in a creative and objective way.  Not everyone has this ability.  You need to be able to think and write like a journalist and find a newsworthy aspect of your business to write about.

Don’t write a string of business-speak clichés that just say ‘this product is wonderful’, without giving any details of what it is, who it will benefit or why it’s unique or special.

How do I develop an angle?

The best way to find an angle for your press release is to read the papers that you want your press article to appear in.  Look for stories that aren’t strictly-speaking news and if you read to the end, you will probably find that a new product, service or business is actually being marketed.

For example, a new hairdressing salon opening in your town isn’t big news, but a headline like New Salon First with Eco-Hair Products – links in to environmental issues – a topic of major importance and wide interest to women, children and men!  Think about The Body Shop and how much publicity they gained by leading the way with products not tested on animals!

Create goodwill

Look for universal or local themes that will affect many people in your area.  Try to choose an angle that shows your business in a very positive light and creates lots of goodwill towards you in the local community.  For example, discounts for disabled people or your local hospital – something that will make you stand out and be more popular than your competitors.

How is a press release used?

You can send an individual press release alone, or with a pitch letter containing information about your company to a selection of newspapers by email or in the post.  A good tip is to find out which journalist deals with the topic of your press release and then phone them first to introduce yourself and your story.

Courtesy counts

Journalists are very busy people working to strict deadlines, so the best time to speak to them is usually between 10 a.m. – 12 noon.  Don’t rush into talking about your wonderful news – always be polite and ask if this is a good time to discuss your press release.  If not, ask when would be a good time for you to call back.

Practice your pitch beforehand, so it comes across as natural and stick to the point.  After you’ve delivered your pitch, if the reporter is interested they’ll ask for more information.

Send in your press kit/media pack 

Ensure you have a good quality press kit ready to send immediately along with your press release and photo.  Press releases are an important feature of a full press kit and need to be both absolutely professional and, above all, contain an interesting story along with the marketing content!

Mark the envelope with the words, Requested Information, to make sure it will be opened and processed quickly. Follow through with a phone call to ask if the editor/reporter has had a chance to look through it, and ask what they think.

If you’ve provided a concise, interesting and professional press release, you’re about to get some very valuable free publicity!

Golden rules of Press Releases

Building up a good relationship with the local press is a Very Good Idea and will help a lot in getting your press releases printed. The golden rules are to avoid over-exaggeration and business-speak clichés that don’t mean anything and be very courteous to the newspaper personnel – they are a great source of free publicity!

At Exquisite Writing we have an experienced team of talented writers, who can provide eye-catching press releases and all types of high quality business writing for successful marketing!




Jan 062012

There are a number of key features that make a successful website. When designing your own, the mounting lists of tasks can seem overwhelming. It begins with the name, then the design, and mounts rapidly. However, it is safe to say that one element of your website you should not neglect is its content.

Website Content – Writing Quality Counts

Overall design may grasp a reader’s attention initially, but for that hold to be anything more than ephemeral there has to be deeper substance. Where can you find this substance? Well, in the writing of course. Take your introduction page for example; no matter how fine tuned the design, without an intriguing introduction letter to the website, the viewer’s time on the website will be short-lived.

Good quality writing can do a lot for your website. It can keep people’s attention held, with intriguing pitch and provocative language. More than this, however, it can allow you to retain the competitive edge on other websites that may draw a similar audience. For example, take website A and website B. Website A decided to attempt to write all their content themselves. It is acceptable content, meets its purpose fairly and makes attempts at consistency. Website B, however, decided to outsource its content writing to a team of professionals who specialise in maximising the potential of content space. They provide succinct, appropriate, refined and persuasive copy. Now whilst Website A’s content may of been self-produced, and thereby cheaper, Website B made the prudent investment in the initial creation of the website to ensure longevity and success. Which comes out on top? Well, you can guess.

In the short-term producing your own content may seem the ideal solution, but if you wish to see your website reach all your expectations, be astute and look to the long-term requirements of your website – show its quality from the first letter to the last.

We can help. Contact us for quality writing



Dec 302011

No, this isn’t about some shaded mind control technique; sprung from a travelling merchant you’ve met in the street. This is to talk the basic principles of language, how it can affect your business success and its influence over potential customers. Writing, like any art form, is a craft that, once perfected, can have a profound influence on what people are thinking, and how they are thinking it.

Words Can Help You Win

A fine tuned sales pitch is one thing, an appealing product another, but language is the final decoration that wins over the customers mind. Beauty is in the craft, and it has an alluring nature that punctures both the conscious and subconscious mind alike. How does it do this? Well, simple. Take SEO copywriting for example, an embellished, yet definitive sales letter can grip the mind of the reader from the start. Customers expect a quality product, and where better place to start displaying that quality than in the sale of the item itself.

This will reassure the customer of their decision; words have a guiding effect that flows, forcing the reader to flow with them.  Without this striking element to the sale, not only does it risk not properly engaging the reader with all that the product has to offer, but ultimately it risks discouraging their interest.

It can seem farfetched to put it close to something like mind control. But its effects aren’t all that dissimilar. Writing is without doubt the most influential art form and, like a carefully crafted painting, when handled eloquently, appropriately and creatively it can capture the reader’s mind and the reader’s heart.

Looking for winning copywriting services to help you make an impact with your customers and prospects? We can help. Contact us for a quote: