The internet is changing everything- and marketing depends on writing more than ever before. Writing ability, which can be used across the spectrum of marketing communications, often makes the difference between a person saying, “Yes, I want to buy that”, and “No way I’m going to buy this. I can’t even understand it.”.
How often do you see e-mails, postcards, flyers, or letters that lack clear writing, correct spelling, and proper punctuation? Some even have outstanding graphics, print quality, and competitive prices, but you rarely get to the end of the ad because it seems as though it’s hollering right into your ear. Too much copy is underlined, highlighted, or put into boldface or capital letters. I hate to see a spectacular offer presented with a lack of clarity.
Here are some solutions:
- Be sure the person doing the writing is a good writer.
- Write using short words, short sentences, and short paragraphs in a conversational tone rather than a high-pressure selling tone.
- Present short phrases and bullet points.
Quality writing gives you a competitive advantage by establishing yourself as a professional. Proof-reading is essential!
