Writing a marketing copy is an essential part of growing your client base, but is something that is easily rushed, without putting much thought into it. As a small business, there are always other ore important things competing for your time and energy, such as current clients, inventory, software, and other things, that it is difficult to devote much time to really perfecting your marketing. However, since it is something that you really must do, there are several things you should know before writing, that will help your material be more effective.

First, and most importantly, it is vital to know and understand your target. If you don't fully understand your audience, you will fail to communicate how you bring value to their industry or lives. Remember, it's not always about the product, it's about providing solutions to your clients. The focus is on them and their needs.

Second, find your voice. Communicate in a way that puts your audience at ease with you and piques their interest.

Third, Brevity. 

Fourth, be memorable.

Fifth, Clarify what you want your audience to do.

Sixth, Unify copy with user experience.