The Write Words Make Business Cents
I have to be really careful penning this blog post. It would be so easy to make a spelling mistake and present the wrong words to you. For those who are a little anal about spelling and grammar, mistakes are easily spotted and give me a little grumble inside. I am fussy about UK and US spelling, each has its place so please use it in the right place. Do not let your spellchecker decide for you – your local audience matters!
But spelling is often overlooked as the human brain can nearly always make sense of it. Take the title of this blog post, the wrong words may or may not have been used but your brain can decipher the code. You get the meaning of the sentence. So spelling is not really a problem when it comes to digital marketing and content marketing. On the contrary, poor spelling can make something stand out. It can be used to grab the attention of someone when done deliberately. What matters is having the right words with the right message.
Time to read or not
Time is our best friend and worst enemy, people don’t have time to read today and thus anything written must be short, sharp and to the point. Many websites have poor copy that does not get to the point fast enough. I am a culprit, I love to write and talk and use lots of words but I do know how to get a point across when I have to. I was doing some work recently for a wonderful interior design company, Living Interiors, and was asked to post some blogs. A person of words and a person of pictures I soon discovered struggle to see eye to eye. I wrote flowing, descriptive work while the founder of the company wanted things to the point. We eventually saw eye to eye and found a compromise.
The Compromise with website copy and content
David Bryant the CEO of Astraia Technology always used to say that “less is more”. From an auditor and accountant this made little sense but when it came to modern communication and marketing strategy David was and is spot on. To get a message across you need to say as much as possible in as little space, time and words as possible. This was the start of the compromise between myself and Living Interiors, it was a question of telling the facts and ensuring a personality was created.
The compromise when it comes to copy and content writing is finding the balance between facts and information and keeping things human. When I first started writing full time I was quoted as “The Master of Emotional Appeal” and that is the point. Website content needs an emotional connection, people buy from people and getting that across in the writing on the website is the challenge. This is why the right words make business sense.
The Right Words Make Cents
A website is living breathing part of your business and it speaks in both words and pictures. If your website has the wrong words be they out dated, not relevant or just not engaging, your website could be holding your business back. The right words really do make cents, lots of them, for many organisations who get things right. Making sure you get your message across and expediting the process from web visit to actually communicating is what your words need to achieve. The words are all linked to being found (SEO) and resonating with the visitor fast, if you can achieve this your website will be a success. If you struggle to achieve it you may want to consider working with a copy writer.
Posted on: February 28, 2018, by : Matthew Newnham