Writing skills are essential to any marketer. Those who also write about sustainability in marketing pieces must be even more conscience of their communication abilities. Becoming green can be complicated and you want to make sure that your audience fully understands the message you want to convey. Here are some suggestions for writing promotional pieces (brochures, press releases etc.) on the topic of being green:
1. Use simple terms – Do not be too technical in your writing. Technical terms often confuse and frustrate readers.
2. Be concise – Have your piece immediately present the important information first. Do not lose the readers attention.
3. Explain the impact going green has made – Do not assume that your audience already knows the benefits of being green. Take a moment in your piece to explain why the sustainability efforts your business has made are valuable.
4. Avoid criticism – Make your organization appear to be a leader in sustainability through your promotional piece. Do not take another approach and criticize other businesses who have not yet become green. Make your organization seem responsible – not better than others.
5. Make your piece timely – Writings that tie what your business is doing into other current events are always interesting to consumers. Mention other efforts the community or state is taking and how your business aligns with those efforts.
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