If you are seeking to connect with prospective clients and existing customers, there is no doubt about the fact that written media is one of the most effective forms out there. Not only is it a fraction of the cost of televised and radio advertising but it can also contain a wide array of information. From your product range to your business history, everything can be contained in your chosen written documentation. Here are a few of the most effective media forms for any company:

1. Brochures: Colourful and packed with details, brochures are a great way for you to reach out to the general public. Whether you leave a handful in some strategic locations around town or you offer them out at a trade show, these printed documents are highly effective in getting your business vision, purpose and usefulness out to potential clients in a number of locales. Just remember though that the text here has to be engaging and concise. After all, brochures only have a short-term impact since they are read and then tossed out fairly quickly.
2. Press Releases: If you are releasing an innovative, new product or hosting an upcoming event, you will have to get the word out somehow. In this case, a press release can be a smart idea as long as it is written in the correct manner. By being as informative and compelling as possible, the news agencies that you send the PR to will then be persuaded to run the story in their newspaper or magazine, or on their website. This can be a great way to increase your exposure through official news organisations that are highly regarded.
3. Direct Mail: For a more personal touch, you should consider writing direct mail to your past clients. Whether wishing them well over Christmas or notifying them of some new services, this individualised material serves well to connect with the public. Agencies such as StrattonCraig can help create unique content that resonates with the receiver, giving you a much better chance of retaining their services in the future. Remind them of how you can assist them with some kind words and some well wishes that are theirs only to receive.
4. Annual Reports: It is also important to let your clients and shareholders know how you are going on a regular basis. The most common form of written communication here is the annual report. This lengthy document should cover all important points such as staff changes, yearly profits, new investment strategies, and so on. The content here should be objective and concise, giving readers an overall guide about your business while still going into the details about how you have performed over the previous twelve months.
5. Corporate Blogs: When building your business’ website, you should also think about including a blog. Not only will this engage your customers, giving them news, updates and advice, but it will also make your page more attractive to the search engines. Just remember to add to your blog on a regular basis so that people will know when to come back. The content here has to be interesting and/or entertaining too so as to attract more traffic. The right balance of quality and quantity must therefore be met so as to communicate in a more effective manner.

As you can see, there are a number of ways in which you can use the written word to get in touch with past and future customers. The smart business owner will utilise all of these to further their marketing potential and persuade their clients to then make a purchase later on.

Established in 1987, Stratton Craig is a company that provides a variety of writing services including corporate reports and sustainability communications.