How do you set the right tone and brand for your business without using fancy buzzwords and jargon?
When you’re telling your business story you should use words that convey the message you want to share.
It helps sell the ethos of your organisation.
People like to know what they are buying and, what your brand stands for.
Words like authentic, revolutionise, disruptive and synergise have been in existence since the 80s.
They are old cliches that make your copy look uninspiring to readers.
Case studies are great examples of showcasing your products and services.
Using testimonials from happy clients provides confidence to the reader.
How many times do you read stuff on the web that makes you cringe?
Articles and web content that contain too many buzzwords don’t add real value.
Conversely writing web copy that does nothing but sell can be a turn-off.
Words such as cutting edge, latest technology, easy to use, genuine and innovative are overused.
Everyone has a product that is best in class, easy to set up and innovative.
Writing content requires thinking out of the box (there’s another cliche)
Writing copy for your website requires you to detail information about your products and services that highlights your features and benefits concisely.
What is your customer likely to ask themselves when reading your webpages?
I use the ‘what if’ factor, what is the customer thinking and asking when he or she reads your content?
Content should be appealing to your audience at the same time validating your business and its authenticity.
It should be fresh and make your company approachable this needs to be at the heart of what your business is about.
Showcasing your business with the customer at the centre, your content should be all about what it can do for them and not about you.
Finding the right tone when writing content will define your brand.
Is it personable, conversational and friendly without sounding too stuffy or technical?
Your writing should communicate what you want your reader to know.
By reading it aloud as I do and try to put yourself in the shoes of the customers you are targetting also helps.
Set a clear writing objective and use the right conversational tone will guarantee an impact on your reader.
I read Stephen King’s, ‘On Writing: A Memoir of the craft’ during the summer holidays.
He is an advocate of adopting words that are concise and to the point rather than long words to dress up content.
‘Never use the word ’emolument’ when you mean tip’ was a good example.
Other examples might be:
At this point in time when now will do
The bottom line when what’s in it for you/us is better
Mega when big covers it
Finally talking with your readers instead of at your reader ensures you put the priorities of your audience at the heart of all of your content.