SPRING INTO ACTION - TIPS FOR EFFECTIVE CONTENT, PART II

Welcome to the second set of suggestions aimed at making your marketing content more impactful and persuasive.

Keep it simple

This is one of the best pieces of advice I can offer when it comes to your words.

Nobody should read your website, your blogs or your brochures and emerge none the wiser about what you do and how you make a difference to your customers.

Sometimes the confusion arises from an assumption that your audience knows all about the technical intricacies of your business activity.

Keep your language straightforward. If you are trying to sell to a wide customer base, spelling things out simply is never a bad course to take.

I think people sometimes assume they have to sound authoritative and high-brow.

That means when they sit down to write, they use long words to give an impression of expertise.

In fact, short words and simple sentences convey a sense of confidence and comfort with your subject.

They’ll also get your message across concisely and effectively. Which is, in the end, the point of the exercise.

Isn’t it?    

Yes, spelling and grammar matter

My latest suggestion for making sure your marketing content works as well as it can for you may lead to some eye-rolling.

I know I sound like a dinosaur when I say that that getting your grammar and spelling right really matters.

I’ve heard all the arguments about language moving on, and about standards slipping over the years and becoming less important.

I might even agree if it was only copywriters who got upset when confronted by content full of spelling errors and grammatical glitches.

But it really isn’t. I meet people all the time who say they really notice if a piece of writing is riddled with holes.

They go on to say that it means they subconsciously mark down the perpetrator. Not the ideal response when you’re promoting your business. 

So… make sure your website, blogs, social media posts, brochures and other materials are absolutely on point.

If that’s not your speciality, find someone whose spelling and grammar are right up to speed who can help you.

It doesn’t have to be a professional copywriter. There are even online spellchecks available, though you should be aware some are set up for US English.

You really want to do yourself a favour rather than a favor…

Say it loud and proud

When you write a blog, a web page, even a social media post, read it out loud.

That’s right. Say it out loud - and you’ll get two valuable benefits.

One is that the act of reading it will identify any awkward phrases.

If you trip over a sentence, rewrite it. That way, you can be sure your readers are less likely to stumble when it’s their turn.

But more than that, reading your words out loud means you can listen to them.

Do they flow, do they sing, do they have a mellifluous, even musical, quality?

Ideally, the answer is yes… but I’d settle for being reassured that the message they convey is clear and that the process of delivering it is smooth.

You’ll be surprised how much you get from listening to your own words.

Why not give it a try? 

What’s next?

This is another simple tip. Always tell the reader what you want them to do next.

Every page on your website, every blog you publish, every social media posting or brochure you create, should include a call to action.

After all, that’s the point, isn’t it?

If you are spending time writing great words to encourage people to use your services, that should be the outcome of your content.

So make it explicit that the next step is to engage with you.

Finish off each piece of content with an invitation to get in touch.

This could be a button that takes them to a contact form. It could be as simple as an email address, a phone number or a social media link.

But make it clear what you want a reader who has been won over by your scintillating words to do now.

For instance… if you are enjoying this series and want to learn more about how I can write copy that will help you to get more business, please drop me a line.

It really is as simple as that.

The most important tip of all

I believe I’ve saved the best for last, and it can be summed up as follows:

It’s not about you.

I’m always surprised when I come across business websites, brochures and other marketing materials that start by talking about the company in question.

There’s details about what the firm does, how long it’s being doing it for, and how good it is at it.

It’s far more effective to talk about the person reading, the potential customer.

Start off by showing you understand why they are reading.

Make it clear you recognise the pain point that has persuaded them to open your page, or pick up your flyer.

Make that all-important initial emotional connection.

Then you can explain the reasons why you are perfectly placed to ease that pain, to deliver the peace of mind they seek.

You will have a far greater impact if you order your content that way round.

And if you want my help in making your content more effective, please get in touch.