The purpose of any marketing activity is to get someone to take action.
To that end, Ann Handley, head of content at MarketingProfs, offers this advice:
“Be a writer first and marketer second.”
Too many times, marketers tout their products and services—chock-full of jargon and industry terms that most people have no clue about—in an attempt to “sell” the user. People’s dwindling attention spans are another obstacle.
Whether you want someone to click on your email, fill out a form or contact you directly—your words matter, and you must be able to relate to people.
Here are five tips to remember as you write and publish content:
1. Lighten up: Use ‘talk’ instead of ‘converse.’
Web content should be easy to read and have a conversational tone. Using unnecessary or uncommon words doesn’t help you resonate with your audience; it alienates them.
That’s why throwing industry jargon or “branded” terms on your products and service pages is a bad idea. Instead, share stories about how people use your product or service, how it helps them solve everyday problems, and how it improves their life and work.