Website, success story, blog, press release, or brochure, these 10 steps will immediately jazz up your content and help draw in prospects:
- Write like you talk. Marketing copy is not a vocabulary test, and no real human being ever talks about “proactively conceptualizing the forward momentum of innovative technological advances.” Write like a real human being.
- Start anywhere in any marketing document, count 18 words, and if you don’t find a period or colon–re-write. Your sentences are too long. The average length of a readable sentence is 18 words.
- Stop using “ing” constructions in your marketing content, as in “we are capable of manufacturing” or “we are planning to develop.” Go for the snappier “we manufacture” and “we plan to develop.”
- Be kind to your customers. Just like you, your customers are bored by a monologue. They come to you with a specific problem, they want it fixed, and they want to know how you plan to fix it.
- Show, don’t tell. Use photos (real life if you can), illustrations, videos, and graphics to engage your customers quickly. Testimonials, case studies, certifications, and awards say more about your abilities than pages of bragging (see #3).
- Avoid jargon and acronyms in your marketing content. Even if all your customers know all the acronym in your field (a big “if”), why should they have to puzzle out what you mean?
- Count the number of 4- and 5- syllable words in a paragraph, and if you find more than two–rewrite. No matter how technical your information or how educated your customers, no one wants to plow through strings of multi-syllable words (see #1).
- Proofread. Don’t rely on your spell checker, which can’t tell the difference between fiance and finance or manager and manger. And never, ever rely on your grammar checker, which is guaranteed to be consistently wrong.
- Keep the adjectives to a minimum. Instead, provide details that help differentiate you from the competition. What makes your facility state-of-the-art? What makes your service exceptional? Who says you are the best in the county?
- Be specific. Delivery in 24 hours is much more impressive than “fast delivery” and “precision to 0.0004%” is much more impressive than “ultra-precise.”
When you need marketing content that is clear, accurate, concise, and passionate, contact Sharon Bailly at TWP Marketing & Technical Communications. Need the proof behind those adjectives? Read the recommendations on LinkedIn.