Page 147 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

136 How to Write Effective Business English

There’s consistent feedback that:

● ● readers have greater recall of print over online messaging;
● ● they revisit it more often;
● ● when it comes to printed mailshots (validly sent to the target
audience) readers can feel more valued by any offer you make –
and trust the information more.

Although not strictly print as far as the end user is concerned, the
fast-growing area of business audiobooks for on-the-go training,
naturally does depend on the written word that scripts it.

CASE STUDY Royal Mail UK

A Royal Mail UK study in 2015 identified that marketing mail still played
an important role in today’s rapidly transforming media landscape. New
ways to create and enhance consumer relationships are evolving all
the time, as is the ability to collect and analyse vast amounts of data on
consumer behaviour.
They identified that what digital media hasn’t changed is people:

We are still physical creatures that thrive on human contact and
stimulation. Giving, receiving and handling tangible objects remain deep
and intuitive parts of the human experience. In the never-ending stream of
two-way virtual communication, sending a direct sensory experience of
your brand can mark a pivotal moment in the customer journey.

The tips I have given you so far in the book will help here, as the
writing system I teach works across all writing tasks. That said, I
think it would help you to remember three particularly relevant
points when it comes to writing for print: