Why words matter How effective communication helps your commercialization efforts
The words you use in your advertising, brochures or website reflect your ideas. They allow your potential customers to get to know you better, understand what distinguishes you from the competition, and, above all, reflect your company’s image. If your messaging is chock-full of copywriting mistakes, overly technical wording, or unclear descriptions, nobody will read it. In fact, poor communications clearly show a lack of professionalism: you run the risk of not achieving your objectives.
The right words for the right markets
Despite today’s need for instantaneous content, written communications, such as newsletters, blogs, speeches, advertising, etc.) are still very relevant and should be considered powerful weapons to achieve your commercialization strategy. That’s why it is of utmost important to determine the right wording for all your communications and rely on the expertise of a qualified writer.
Remember: your overarching message cannot be crafted for everybody—you’ll reach nobody in the end. Each one of your messages must be thought out and created for target markets. A seasoned writer and content specialists can “get into the heads” of your target clientele and write, structure and revise texts so that your messaging is as effective and efficient as possible.
The right words for the right context
The type of content and its length that you will use will largely depend on the type of media you have chosen. A writer will help you weed through what is necessary, relevant and strategic based on the particularities of each one of your marketing channels. In other words, a writer will not develop the same texts for a website, for example, as for a print ad.
Just because you’ve found the right words doesn’t mean that your communications strategy stops there: your words must be accompanied by visually appealing, professional and coherent images that will capture the attention of your target audiences. The art of attracting and appealing to potential customers is a strategic blend of visual imagery and words that, ultimately, creates a favorable perception that will incite them to buy your product or service.
Without a doubt, sales and good copywriting go hand in hand. Clear, intelligent (and even funny, if the context is right) content will increase your credibility in the market. Again, first impressions are important—especially when potential customers visit your website or check out your ads. Professional communications are key to inspire confidence and move your target customers down the sales funnel.
Williams, Debbie. Brand Storytelling : Why Words Matter as Much as Design. Content Marketing Institute. http://contentmarketinginstitute.com/2012/11/brand-storytelling-words-design-matter/.
Gardner, Andrea. The Power of Words. Brand Quaterly. http://www.brandquarterly.com/power-words.
DBD International. The 3 Most Powerful Words Every Brand Needs. http://www.risingabovethenoise.com/branding-3-most-powerful-words-every-brand-needs/.