SEND A CLEAR MESSAGE
Your writing should reflect the brand’s tone of voice, this also includes the grammar and punctuation. Many companies think about reaching customers by conveying key ideas, educational tools or solutions to problems. Busy marketers lose sight of an integral key ingredient which is the use of language.
The way you use tone of voice is the most important message you can convey to customers because it’s your identity. Remember that customers visit a website with a task in mind. These tasks are divided into two areas:
- Research – gathering information or comparing services and products
- Transaction – looking to purchase, enquire or apply
Customers easily switch between the two, often in the same session. Both tasks have one common thing: the customer likes to complete a task in the shorted time possible.
ONLY ONE-THIRD OF THE LARGEST BRANDS IN THE WORLD REGULARLY PUBLISH CONTENT WITH PASSABLE CLARITY, STYLE, GRAMMAR AND TONE
KEY CHALLENGE: Same but different writing styles
This means that the content has to suit the digital platform. What works well on paper isn’t going to work online, especially on a smart phone. The user experience between reading digital content in a variety of mediums:
- Screen: can be physically harder to read than paper
- World is culturally diverse: English may be a second language
- Headlines and subheadings: indicate where they want to focus
- Scan: customers don’t read the whole text online
Source: DTA Inclusive language and terms
As a result, writers like myself, adjust our writing styles from traditional print conventions to be accessible for everyone to ensure words are searchable and easily understood.
THE SOLUTION: Tone of Voice
Decide your tone of voice and define the brand’s writing style. Fill the language with your unique genetic code as a point of difference.
Invest in a copywriter to create your copy or at least hire one to work out the best writing practices for your team. You don’t have to hire the most expensive writer but you do need to find a copywriter that has the experience and proven track record, who understands how to write for optimisation.
Focus on user’s needs by infusing every word with your tone of voice and be consistent about it.
There’s always talk about getting the right message out, but you have to be smart about the who writes it for you. Everyone thinks they can write because they might write a few emails or text per day. But a professional copywriter is a trained expert who writes blogs, articles, or content on a daily basis.
Would you go to a mechanic to get your washing machine fixed? A mechanic’s knowledge specialises in fixing car engines. So why would you let a car mechanic touch your washing machine?
Most copywriters like myself have honed their writing craft daily for more than a decade. If you want to know more about the benefits of hiring a copywriter read 3 Easy tips to writing the best digital copy.
Now that we’ve discovered why your audience is doubtful they need you – let’s expand and get closer to your audience.