It’s been said time and again that “the difference between the right word and the almost right word is the difference between lightning and the lightning bug.”
We may know this to be true, but how does it relate to the world of marketing? Whether you are writing a blog post, a brochure or a script for your next corporate video, be sure to remember these guidelines:
Stay simple . If you were telling your friend or neighbor what you’re doing or selling, would you try to confuse and impress or would you go straight to the meat of the matter? Those of us who want to use the power of words to our advantage know that beating our readers over the head with confusing, long, multi-syllabic words will get us nowhere. (OK, maybe to a Scrabble tournament, but that’s about it.) Yes, do use forceful, targeted and descriptive action words to explain what you do, for whom, how and to whose benefit, but say it so the rest of us actually understand it the first time.
Tell it like it is. When it comes to telling it like it is, it’s always best to, well, tell it like it is: Be truthful. Be realistic. Never be afraid to toot your horn in a way that illustrates the direct benefit of your efforts to those on the receiving end. Say it once but say it right that one time.
Don’t make them guess. Sometimes, you might assume that your ideal client or customer “gets” what you are saying without you actually saying it. This kind of assumption can mean the difference between a sale and…total confusion. No one has the time or energy to work at understanding your message, so say it clearly and fully the first time around.
Interested in learning more about how the right words can make good things happen for your business or organization? Contact Allison for a no-obligation consultation and be sure to access your free copywriting e-series.