Actions not clouded by words.
Try these tips to help your communications stand out more in 2017:
Say it simpler– don’t purchase when you can buy, don’t endeavour when you can try. Some may think that talking to an educated or more sophisticated audience demands fancier words. The opposite is true. The bigger the brain, the more Peter and Jane.
Cut back on ‘we’ – it’s not about you, it’s about the reader. I want to hear about what you do, but much more importantly, what can you do for me.
Be aware of how people behave – it’s all about shortcuts. When we make decisions, we prefer not to have to think too much. So if your website or literature is reinforced by proven authority, case studies, guarantees, testimonials, awards, and so on, this makes it easier for the reader to trust what you say. And make any decisions quickly.
Watch your language – words are not toxic by their strength, but by their weakness. Words deadened through overuse (innovative, engage, solutions etc) make readers snooze and neglect the important things you have to say.
Unearth your benefits – you may have to dig deep. If you have a similar quality business to other quality businesses, you don’t have to come unstuck. Shout about what you do better or differently or what others don’t talk about, but what matters.
Be inventive – but don’t bamboozle. You may work in a conservative business but your customers don’t live there. Why not use creative ideas that sparkle to set you apart?
Don’t use jargon – it bogs down readers and makes them switch off. It’s a complete no-no for grabbing the public, but you should also curb jargon when writing to others familiar with your industry. Btw, acronyms are also hell IMHO.
Use more video – start, then make them better. Using video to talk to your audience is a must but what you say – your story – is just as important as how it looks. Plan scripts and concepts so your video content is not just another talking head.
Outsource thinking – because you can’t think of everything. A few extra brain cells help you focus on the bigger picture. A skilled professional, like say, a copywriter, can burrow down to a reader’s needs to help you meet your campaign and business goals.