Writing is the most influential tactic you can employ as a marketer. You can have pretty graphics, but the words you write are what will inform, educate and entice your customers to take action.
Before you can write effectively, though, you need to decide what type of writing style you want to incorporate. Your style needs to remain consistent throughout all of your collateral, as this will help create brand recognition among your customers. If you continue to change voices and styles on every new marketing collateral you generate, it will leave your customers confused.
The following are writing style tips for marketers.
Choose your style.
Take a good look at your company and what you have to offer. Then, take a good look at your target market. When you decide which type of style to use, you need to consider your audience first, as these are the people who will be reading your marketing collateral. Determine what type of writing style is most effective to your target audience. Do they prefer persuasive pieces, informative pieces or maybe even narrative pieces? Once you know what your readers want, you can start writing to this desired style.
Keep a consistent voice.
Determining your writing style is only a part of the battle. You also need to pick a voice. Do you want to be informative, or do you maybe want to be more lighthearted and funny? Again, you need to look at who your audience is and what they are most likely to relate to.
Be clear and concise.
Your audience doesn’t have all day to read your collateral, so you need to grab their attention, inform them and get them to take action in as little sentences as possible. Don’t talk around your topic, and don’t say the same thing in multiple ways.
You also need to make sure that your sentences make complete sense. If you use fragments or run on sentences, or if you mess up the subject/verb agreement, it’s going to make your writing harder to follow. The more work your audience has to put into understanding your collateral, the less likely they will be to read more.
Know your topic.
If you don’t have a good handle on the topic you’re writing about, your message is not going to be effective. Before you can offer advice or inform your readers about a topic, you need to know a good deal about it. The purpose of your writing is to come off as an expert. If your content only includes the basics, your readers aren’t going to take action.
Having a good grasp on your writing style will help your messaging become more consistent while reaching your target audience. Having a consistent writing style will also help give you some brand recognition. If you don’t have a consistent style, you will not effectively reach your audience, and you run the risk of losing some business. Using these writing tips will help you achieve a writing style and start reaping the benefits.
Andrew Malak is a business student at the Univeristy of Texas. He is obsessive about his grammar usage and refuses to submit any writing or homework without first proofing it with a grammar checker. Most of the time he has no problem remembering grammar rules but he likes to use the software to double-check.