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?

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Are our minds turning to mush?

April 29, 2015 § Leave a comment

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Back in the day we knew telephone numbers. Lots of them.

I still remember the number of my childhood home – and next door’s where my parents might be if I had to call to say I was going to be late.

Sitting with friends at the weekend, we all admitted that there’d been times of late when we’d had trouble remembering our OWN numbers and that had nothing to do with age but everything to do with the fact that contacts are all plugged into mobile phones. Rarely are we repeating our numbers and when we phone someone these days we just have to remember their name!

So we’re getting flabbier upstairs as far as phoning is concerned.

And now if we don’t know something or remember it, we don’t try to work it out anymore – we Google it, of course. Google can tell you everything. It’s surprising the sort of information we turn to Google for. I took a random (very random, I thought) question and searched ‘Can you fix a burnt sausage?’ It transpires Aunty Google has the answer and we can ditch common sense or trial and error.

Map-reading skills are being overtaken by Sat Nav and as much as we might moan about the woman’s voice that shows us the way or the ridiculous bell tones that warn us of speed cameras, the Sat Nav gives a much easier life than a map ever did. Map-reading is particularly difficult if you’re driving alone although we managed in the past.

Spelling is something we think we can hand over to a spellcheck – it doesn’t work though. If I write  ‘He complemented me on my blog,’  the spellcheck’s going to like that, but it’s wrong. And calculators are taking the place of mental arithmetic.

I don’t remember any ready-meals in my childhood nor sauces coming out of jars or packets but the art of cooking is also disappearing. A huge ‘convenience’ industry has grown up around us and unless we choose not to let it overtake us, our minds won’t be the bouncy, pliable matter they once were – but heaps of mush!

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