It almost goes without saying that marketing is most effective when it is easy to understand. But we often forget this simple concept. So, whether you want to sell more doohickeys, or you want your company to stand out in the crowd, make sure your copy is crystal clear. You’ve been told this before, I know. But here are a couple of refreshers to creating confusion-free verbiage:
Cut, cut, cut! We all have too many things vying for our attention. So, don’t clump too many thoughts and words together—or you’ll just add to the day’s distractions. Here is one simple ways to cut the clutter: Remove unnecessary words. For example,
- change: “We know that providing top-notch service is important.”
- to “We provide top-notch service.”
Don’t bore your audience. Sounds obvious, I know. But if your marketing materials start with, “We have been in business for 10 years” or with “(insert your company name) is owned and operated by ME” well then, you’ve bored your reader already. Instead, start by talking about your reader. If you start with a “you” statement there’s a better chance your reader will stay tuned in.
For example, if you are a personal concierge, you could start with: “Your desk or kitchen counter is probably stacked with papers, bills, and correspondence.” Don’t worry, you’ll get around to writing about your business and how long you’ve been in business. Just wait until your reader is already engaged and cares.
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May 27th, 2009 at 4:29 pm
[...] I’ve said this before and even before that and will say it again: If you are creating marketing materials for your business, I remind you [...]
June 19th, 2009 at 4:11 pm
[...] And, for more examples of how to keep your copy to the point and sharp, see my past posting, “Copywriting Secrets To Selling Your Doodad.” [...]