As a business-to-business marketing writer, I edit a great deal of marketing copy. I'm always surprised by the common mistakes that marketing writers from many companies — large and small — routinely make. These errors include redundancies, poor grammar or punctuation, and an emphasis on the features of a product or service rather than its benefits.

However, even skilled writers and experienced marketing and sales professionals often miss the following:

• No "call to action." Although this is the number one "rule" for promotional writing, many companies forget to include a call to action in their brochures, websites, data sheets and other promotional materials. Perhaps this is because they mistakenly think a call to action belongs on a direct-mail letter or direct-response ad. Not true! If you want your prospects to pick up the phone or click through to your website, you need to tell them to do so—on all of your marketing collateral.
• Too much jargon, and little, if any, plain English. You know what a "scalable integrated browser-based front office system" is. But do your customers? Most likely, they don't. Take the time to explain technical jargon or, better yet, eliminate it.
• Emphasis on “we” rather than “you.” It's fine to tell your customers about your company. But rather than boast about your new state-of-the-art manufacturing facility, tell your customers how it will benefit them instead. For example, will they get better product quality? Lower prices? Faster turn-around time? Keep these tips in mind when writing your own marketing materials, and you'll significantly improve their effectiveness.

Dianna Huff is a business-to-business marketing writing specialist. For additional tips on how to improve your promotional writing, visit www.dhcommunications.com/resources.htm to download her free "Top Ten Marketing Writing Mistakes" or call (603) 382-8093.