Tuesday, 10 May 2011
Most people are capable of stringing words together to produce a reasonable piece of text but this does not necessarily mean that the copy they write is capable of reaching their targeted audience in the appropriate 'voice'. As we know, being able to communicate in the most effective way is often dependent on choosing the right words to persuade readers to react. When writing web content, key words embedded in the text are especially vital to optimise a site if it is to have any chance of being recognised by the search engines.
A fundamental mistake is that many writers fail to consider the needs of their audience. They tend to overload their text with references to I, me or we instead of addressing the reader by the second person pronoun - you. This is symptomatic of DIY efforts by SMEs to create their own marketing communications - but they often unwittingly adopt a tunnel visioned approach caused by being too close to their business. Often they fail to distinguish the wood from the trees by not identifying the key features of their business that will be of most interest to their target audience. But writing about oneself is never easy. Trying to divorce yourself from your business ideals makes it almost impossible to write about it in an unbiased way. For this reason it makes perfect sense to employ a professional writer who, although speaking with your voice, will be able to put your messages across in a far more balanced way.
Small and medium sized businesses frequently miss out on opportunities to gain good publicity by ignoring the potential that well-written press releases, newsletters and blogs have to offer. Businesses frequently have plenty of positive things happening within their organisations that, for one reason or another, they are not always conveying to their potential customers. Usually they are too busy or do not feel able to blow their own trumpet by conveying their good news in sharp, interesting and appropriately targeted marketing communications.
Instead of missing the boat - most businesses can benefit by hiring a professional wordsmith to produce their written marketing communications.