Write it like you say it so everyone gets it
January 11, 2018 § Leave a comment
It amazes me how companies use a completely different language when it comes to their written marketing stuff which should be directly connecting with customers. They don’t write the way they talk and people have to work too hard to understand what the company’s offering.
If you see anything on my site that falls foul of what I’m about to say – please pull me up on it. I mean it. I don’t want to write anything I wouldn’t say.
A good example of the ‘different written language’ I’m talking about was nearly used the other day when a friend of mine wanted to complain about the shoddy service she was receiving from a company who was supposed to be supplying some wedding invitations for her. She started writing a flowery email to them and asked my advice, basically about the ‘big’ words she was using. There was nothing wrong with the email but I asked her what she’d say if she was talking to them about the problem. Let’s just say, we got to the point quicker by writing with words of one syllable and her message was all the more powerful for it.
There is a place for formal language – I suppose solicitors still have to use it but not many solicitors read my blog and they’ll ignore what I’m saying anyway. I’m talking to and about the people who are trying to get attention via their marketing and will struggle if they use fancy language.
I know when we’re writing we can be more thoughtful. I know when we’re talking we can often think afterwards ‘I wish I’d said that’. But if we use a mixture of those two elements in down-to-earth language we can get a good formula.
Crafting a direct message that gets to the point and dumps unnecessary frills that the customer doesn’t have time or energy – or will, frankly – to read is a skill. I think it should be a law of marketing.
I suppose a good test is to ask yourself: would ‘I’ read it?