Don’t Write Like THIS
You know what makes me cringe? When I’m looking at a website or a brochure or a newspaper advertisement that is really “pretty” but has a horribly written message.
Have you ever seen something like this as the lead headline for a website or brochure?
“Bob Inc is a privately-owned civil engineering firm with 170 locations in 41 countries. We aim to build a reputation of excellence by being the leader in operations worldwide. We promise to deliver the greatest product your business has seen.”
WHO?!! WHAT ARE YOU? (Other than boring)
Now, after further investigation you might find that Bob Inc sells a simple computer program that helps businesses stay eco-friendly.
And that is really cool!
SO WHY DIDN’T YOU JUST SAY THAT, BOB?!
Or have you ever seen an advertisement like this:
Sally’s Technical Solutions
Mobile Technologies Repair Technician.
Sally just spent a couple thousand dollars for a newspaper ad and a billboard. And her business is about to go under. Because the thousands of people with broken iPhones don’t know that Sally repairs smart phones and tablets! People will drive by Sally and Bob everyday and will have zero desire to check out their business because their LANGUAGE is off in space. But their customers are earthlings!
Listen, next time you are getting ready to post on your business Facebook page, or you’re going to write up content for your brochure or business card, or even write out a proposal for a potential client, understand that the very words you use could mean the difference between ZERO DOLLARS and THOUSANDS OF DOLLARS.
There’s always a temptation to use fancy industry jargon, or copy the “clever” advertising of big companies (who the heck is Aflac?), but don’t give in to it. Because the reason you’re investing money and time into this stuff is to MAKE MONEY! And the only way you are going to make that money is if you COMMUNICATE CLEARLY to the human beings that have the money what benefit they can gain from your business.
So, to start, talk to me like I’m ten years old. What is it exactly that you do?