The written word is powerful. It can move mountains, topple regimes, inspire, enlighten, give hope, cause despair, or…draw someone to your brand or company.
In marketing and advertising we use writing to “move” consumers to buy products & services, or otherwise like and use a specific brand. How you construct the “copy” for any given message or product can be the deciding factor on whether you capture someone’s attention. Too dry and your reader is bored. Too “flowery” and the reader may lose sight of the point you’re trying to make. Elements of good writing – when used properly – can be one of the most effect forms of communication!
Writing can take on a variety of tones: Clarity. Precision. Simplicity. Technical. Purposeful.
Clarity: Be direct and precise. Respect your readers and the most crucial aspect: Time. Today, with so much content combined with dwindling attention spans you need to make your mark and leave no room for error.
No long sentences one after another. Give the reader breaks. Write to combine silent comprehension in their mind with the words being spoken out loud. Find the balance.
Simplicity: If you can’t explain a concept to an 8-year old, you don’t understand it enough.
Technical: Sometimes it’s necessary to write in a very direct way to describe a product or service (especially for training). Impart the important. Forgo the extraneous.
Purposeful: Be concise. Lead the reader on a journey with a clear destination (point). The path should be clear. It can have some bends, but shouldn’t lead them circling into brambles or off the trail completely.
> Ex. 3 key points. Intro. Body. Conclusion (Call-to-action). A clear path from A to Z.
Harken to these words!
Which is very hyperbolic for today, yet for some may stir a nostalgic excitement from a movie or book where they first saw or heard this phrase. The world is saturated with content in every form. Use language to engage, inspire, entice, and convince your reader of your conviction and sincerity.